Started in 2019, VegEase is a people-first agri-tech company focusing on using its innovative zeal to redefine the shopping experience and letting customers discover the delight of buying farm-fresh fruits and vegetables at their doorstep. The brand provides the convenience of handpicking hygienic farm-fresh fruits and vegetables from a cart directly to the doorstep.
In the year 2020, the brand launched its Beta mobile application and became operational in 2021 with the formal launch of mobile application in Delhi and also opened its first Experience Center in Delhi.
In an exclusive conversation with Indianretailer.com, Arpit Katta, CMO & CFO, VegEase, talks about the impact of COVID on the FMCG market in India. He further elaborates on the brand’s expansion plans.
Impact of COVID on the FMCG Market in India
The magnitude of challenges due to Covid-19 had been different in different sectors. This disruption has opened the scope for new opportunities in the FMCG market. Constant innovation of strategy is needed to gain and retain consumers. Organizations that are able to capitalize on the opportunities will achieve greater success. Patience and innovation are the only mantras to negate the impact of this pandemic.
Enhancing Consumer Experience
VegEase ensures that consumer gets fresh and unadulterated fruits and vegetables at the doorstep. A user-friendly app dedicated to fruits and vegetables alone highlights the brand’s core objective to focus on today’s most critical cause to safeguard the health of all topped with a unique proposition.
For VegEase, customer experience and a qualitative addition to the stressful life of today is most significant. It ensures purest consistency and handpicked joy is delivered every day by freeing the customer from imposed delivery slots.
The mission, vision, and obsession of VegEase are all about elevating consumer relationships with a brand beyond brick-and-mortar.
VegEase is focusing on using its innovative zeal to redefine the grocery shopping experience and let customers discover the delight of buying farm-fresh fruits and vegetables.
Our journey has been very promising as customers are loving the experience. We started in selected areas of Delhi in Jan 2021 and in three months timeframe, we are live in the whole of Delhi and also launched the services in Gurugram.
From 20 orders a day when we started, we are seeing the growth of almost 500 orders a day in a short span of 3 months. We have acquired 10k+ customers and are seeing sales growth of 50 percent on a month-on-month basis.
F&V sector is a big market. Every player has their own target customer base and different operational model. Our model is very unique and different where we bring the shopping experience to the doorstep of consumers. Our model is unique and hence, we do not have direct competition with any existing players in the market.
Our distribution strategy is simple. We procure from farmers, FPO’s, etc., with quality control being done at various stages of VegEase end and deliver the products to the end consumer.
We are present in Delhi and Gurugram. We had plans to expand our operations in Noida, Faridabad, and Ghaziabad but due to this second wave, we had to defer our plans by another one month.
Post the improvement of Covid situation, we shall launch in NCR regions viz. Noida, Ghaziabad, Faridabad in May/ June’21. By the end of the year 2021, we had plans to open in other metro cities of India.
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