Brands Omnify Online Presence to Integrate their Offline Strategy
Brands Omnify Online Presence to Integrate their Offline Strategy

Built with a marketing-first perspective to improve return on ad spends and maintain it at scale, Kartify is omnifying the brands to integrate their offline strategy. With over 60 integrations, quick, single-page checkout, order tracking, and pin code serviceability, ANS Commerce has made it a seamless and simple process for brands to migrate to Kartify and leverage the platform for both tech-led services and performance marketing.

The up-and-coming e-commerce enablement platform has brands with strict guidelines and international standards working with it to recreate a high-quality experience in terms of UI/UX design as well as other features.  

Specifically built for Indian consumers and Indian brands, Kartify strives to fulfill all sorts of requirements in terms of functionality, integrations, etc. Kartify is designed to fit all types and sizes of businesses, especially growing startups. It offers flattering e-commerce features, word-class integrations, dedicated account management, and robust security.

Kartify has enabled omnichannel services for several brands on its platform including Bath & Body Works, Celio, Aldo Shoes, Khadim’s, etc. The omnichannel approach contributes to approximately 40% of Kartify’s Gross Merchandise Value (GMV) and the data-driven platform is currently clocking USD 40 million Annual Recurring Revenue (ARR) with over 12M monthly brand store sessions.

ANS Commerce had enabled gift cards on Kartify during the onset of the pandemic, which helped brands to boost their sales. This feature was offered for free to all their partner brands for three months. Kartify also offers integration with video commerce, virtual trial rooms, social commerce, and features such as OTP verification for Cash on Delivery orders & integrated tools for post-dispatch management.

Speaking on the new development, Sushant Puri, Co-Founder of ANS Commerce, said, “We are delighted to announce that we have onboarded 60+ notable brands onto our proprietary brand store tech platform Kartify. By adopting an omnichannel retailing model that is an integrated approach to selling, ANS Commerce ensures a consistent and integrated experience to our customers, regardless of the channel they use. Moreover, we are enabling omnichannel fulfillment via Arvind, Unicommerce, and Fynd integration on Kartify. We will also be looking for omnifying with hyperlocal delivery partners and neighborhood Kirana stores in the future to enhance and bolster our business model.”

With integrated third-party services for logistics, engagement and marketing, payments, and OMS/WMS/Omni, Kartify offers end-to-end services firmly coupled with marketing, control and data ownership, onboarding and migration support, sales, and ROAS focused, and a 360-degree e-commerce approach. The brand store also provides customers with a multitude of features including bulk review upload support, store locator that allows customers to add and display offline store details, design support to meet brands’ standards, optimized user site flow to improve experience and conversion, smart image zoom and richer product attributes, integrated payment gateway and payment method setup, and shipping configuration, amongst others.

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{Funding Alert} Cash Cow Unleashed! Frubon's Funding Frenzy Sparks a Dairy Revolution
{Funding Alert} Cash Cow Unleashed! Frubon's Funding Frenzy Sparks a Dairy Revolution

Dev Milk Foods Pvt. Ltd. (DMF), the diversified dairy company based in Jaipur, is making waves in the industry with its brand "Frubon”. The company recently secured Series A funding from Fireside Ventures, Pi Ventures LLP (Narotam Sekhsaria Family Office), and other angel investors, with Dexter Capital serving as the exclusive financial advisor for this transaction.

Frubon, which encompasses a range of ice cream, milk, and value-added dairy products, has experienced an impressive Compound Annual Growth Rate (CAGR) of over 65 percent since its commercial production began. On track to achieve a revenue exceeding INR 100 crores in FY 2024, the fresh infusion of funds is earmarked for expanding the retail footprint, entering new North Indian cities through various retail channels, fortifying production and distribution capabilities, and expanding the product offerings.

With the recent funding boost, Frubon is poised for accelerated growth, expanding its footprint and reinforcing its commitment to providing high-quality, innovative dairy products to consumers across North India. As the brand continues to push the boundaries of traditional dairy offerings, Frubon aims to carve a niche as a trusted and preferred choice in the Indian dairy market.

Rahul Verma, Director, Dev Milk Foods: “We are very excited about the partnership with Fireside Ventures which will enable us to progress on our journey to become one of the most trusted Dairy brands in India. With the only ice cream manufacturing setup of its kind in Rajasthan, Frubon is in a unique position – strategically & geographically – to address various gaps and opportunities in the market. This partnership will further accelerate our rapid growth leveraging our position as an end to end integrated Dairy brand.”

“Our decision to invest in Frubon was based on two premises: the universal appeal of the category and the focus of building a sustainable brand, from an efficient supply chain to maintaining a high quality of dairy products to giving back to society. At Fireside Ventures, we are thrilled to support a new generation of founders who have created a culture and processes that do good as they do well.” -  Vinay Singh, Co-founder and Partner, Fireside Ventures.  

Founded in April 2017, DMF, led by Rahul Verma (IIM Ahmedabad and IIT Bombay alumnus) and Rohit Verma (Electrical Engineer with prior dairy sector experience), boasts a strong product suite with over 200 SKUs. This includes a pure milk-based ice cream range, value-added products like Flavoured Milk, Paneer, Ghee, and traditional dairy products, available in more than 40 cities and towns across North India. Under the guidance of DD Verma, a senior dairy technologist from the National Dairy Research Institute with over four decades of industry experience, Frubon is positioning itself as one of the most trusted consumer dairy brands in India. The company's commitment to an end-to-end supply chain ensures the last-mile delivery of pure and fresh milk and milk products to consumers.

Frubon maintains transparent and fair processes for sourcing high-quality raw milk from a network of milk farmer societies. The company emphasizes fair and transparent Fat/SNF tests for milk quality evaluation and pricing, along with assured payment terms and cashless payments through banking channels. Dev Milk Foods operates three milk collection centers in Rajasthan, where raw milk undergoes rigorous testing for over 36 quality parameters, including tests for adulteration, microbiology, preservatives, chemical contamination, heavy metals, pesticides, and packaging material checks. Frubon's product range includes an innovative lineup of pure milk-based ice creams with unique flavors such as Chilli Guava, Banana Caramel, Gajar Halwa, Til Patti, Sitaphal, and Thandai Badam. The brand also offers a diverse portfolio of dairy products, including Mixed Berry & Strawberry Lassi, Dahi in various packaging, and flavors of Flavoured Milk. Notably, products like Masala Chaach utilize natural grounded spices instead of artificial flavors, adding a wholesome touch to the offerings.

The company has an integrated supply chain & state of the art manufacturing plant located at Mahindra World City, Jaipur. The manufacturing unit is FSSC 22000 certified and employs very high standards of quality and hygiene in its manufacturing processes. The unit has undertaken various environment friendly initiatives including solar lighting, ETP, daylight ventilation, rain water harvesting etc.


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