Online vendor for fresh fruits and vegetables Greencart has secured US $1.5 million in its first round of funding from Techno Group. The funds will be used in expanding operations and distribution channels besides to augment the sourcing network. The fundraising proves that the online shopping for fresh produce is growing in metros where there are players such bigbasket.com, sabzikart.com and ekstop.com. Also with the growth of ecommerce in India, buyers are now comfortable groceries and staples online.

The Mumbai-based portal, which went live in 2013, offers more than 1,500 products in over thirty categories. It is founded by Rajiv Tevtiya, Kiran Tevtiya and Devidas Mule.

Greencart fresh products come with an adulteration free assurance and maintain international standards of freshness and hygiene. They are handled in a relatively dust free atmosphere and are exposed to minimum human touch, thereby reducing the risk of contamination, the company claims.

“In addition to the guaranteed freshness, almost all our fruits and vegetables are graded as export quality, premium, standard, etc. This helps the consumers understand the difference between two products in the same category. Also, the accurate gradation will enable the consumers to derive full value from their purchase,” says Tevtiya.

Greencart offers one of the widest range of products in its category. These include exotic items like asparagus, blue berries and kumquat nagamis; domestic fruits and vegetables; international and gourmet food items; groceries and imported packaged food; and olives, oil and vinegars, among others.

The products are currently delivered across Mumbai, Navi Mumbai & Thane and will soon be available in other parts. Meanwhile, BigBasket.com, which has raised fresh rounds of US $10 million from private equity firm Ascent Capital in its first round of institutional funding , plans to establish presence in Delhi, Mumbai, Chennai and Hyderabad.

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