Clover launches D2C brand ‘Deep Rooted.Co’
Rooted.Co is a demand-backed supply chain solution for fruits and vegetables focused on quality, consistency and traceability
One of the fastest-growing agri-tech start-ups, Clover launched its direct-to-consumer brand "Deep Rooted.Co" with a consumer app available as “Deep Rooted" on the Andriod and iOS platform. Deep Rooted.Co is a demand-backed supply chain solution for fruits and vegetables focused on quality, consistency, traceability and a high degree of predictability.
Catering to a growing market opportunity, estimated close to $100Bn in the B2B and B2C segment for vegetables and fruits, starting with Bengaluru and Hyderabad, Clover will invest over $2mn in creating farmer-facing input-output technology, investing in supply chain and cold storage capacities and communication to grow the brand Deep Rooted.Co.
Deep Rooted.Co will focus on catering to an urban city’s need for fruits and vegetables via a “consumer demand-led cultivation” process. Deep Rooted.Co will follow an “omni-channel” strategy to cater to existing consumer shopping preference in the category and presence across modern and general trade.
Speaking at the launch, Avinash B.R. one of the co-founders at Clover said “With Deep Rooted.Co, our goal is to be India’s largest virtual farmer, facilitated by our full-stack agronomy intervention on the supply side; and an omnichannel presence, along with a consumer-facing app on the demand side. Consumers will get consistent access to zero-contamination, high-quality fruits and vegetables while farmers can experience up to a 3x increase in yield and income improvements.”
Avinash added that Deep Rooted.Co will invest in growing its distribution from the current 150 modern trade and neighbourhood stores across Bangalore and Hyderabad to 500 and brand build to aggregate demand over multiple channels, including online via our own consumer app and web e-commerce presence. High-quality fruits and vegetables will be supplied primarily from its owned greenhouse and hydroponic farms and from a network of over 100 small-medium scale land hold farmers.
Also launched at the event was the Deep Rooted.Co consumer app, available for both Android and Apple users. Gururaj Rao, co-founder at Clover, who also leads the product and technology function said, “The Deep Rooted.Co app is a natural progression for us. We are aiming for upwards of 90,000 app downloads by the end of the year. Aside of shopping and regular promotions, we will also over time integrate product nutrition and storage advice, information on key farming practices and also take requests for farm visit schedules to share more around traceability and transparency.”