value for all
Growers and retailers
can focus on their
core expertise, while
we take care of
training & marketing
Insights on the
Fruitsy has partnered with some of the largest global retailers like Walmart, Tesco, Metro, and the Future Group to offer our grower partners reliable customers with extensive networks and long-term business.
In addition to a deep and wide distribution network across India, Fruitsy offers its partners a well-integrated supply solution including it’s own wholesale channel. This means a hassle-free experience for growers, who can sell their entire produce to a single partner - Fruitsy. We take over the entire stock and leverage our network to find suitable markets depending on the grade of fruits.
Fruitsy represents some of the largest fruit growers across North America and Europe. Once the fruits are picked and packed, we take over the operations to manage the rest of the journey. This includes logistics, export-import legalities, commercials, marketing and sales.
Source: Frontier Strategy Group
Source: Frontier Strategy Group
Largest Country in the World
Towns in India
states Federally Administered Stated
Most diverse country
53 Cities with
1 M + population
Every federal states makes own policies on key issues
Marketshare of organised retail
mandis (wholesale markets) across India
mandis regulated under the respective State APMC Acts
retail outlets per 1000 population, highest in the world
By 2020, retail projected to be worth
Contribution of food in Indian retail
India is a huge market with an extremely high growth potential. However, it is also considerably heterogeneous. Regions within India are distinct from one another, be it languages, culture, infrastructure, wealth and more. In fact, India is often called a continent of many countries. The business and market landscape of each Indian state is distinct from another.
Success in India means navigating cultural differences, managing regulatory regimes and most importantly, understanding the uniqueness of Indian consumers. Operating in this complex market needs both, a local aptitude and global expertise. Fruitsy collaborates with all stakeholders to manage your India business.
Containers arrive at our controlled environment facility in Dodballapur, Bengaluru.
Multi-chamber unit with a capacity of 1500 MT, and can be scaled for more.
Our staff carefully sorts, grades and packages the fruits for different markets.
Our 50,000 square feet outlet at Electronic City wholesale fruit market in Bangalore.
Our dedicated temperature controlled truck containers ensure the fruits reach their destination in their best state, on time.
Case study 01
Broetje Orchards is the largest individually owned orchard and packhouse in Washington state. Known for its quality benchmarks, Broetje's brand First Fruits enjoyed tremendous equity in India. Within a few years, however, the brand faced its biggest challenge in India - on account of their agent's negligence and inefficiencies.
Fruitsy partnered with Broetje Orchards in 2015 to revive their India market strategy. We leveraged our partnerships with Indian institutional sellers like Tesco, Big Bazaar and Metro to create new customers for the brand. And to show Broetje we meant business, Fruitsy bore the financial risk on our own. Imposing rigorous quality standards, we ensured that Broetje could command a premium for its quality.
What’s more, we created markets for two new Broetje brands - America’s Best Choice and Sun Delicious apples.
As a result of Fruitsy’s engagement, Broetje’s India business is back to its peak, and we have set ambitious targets of taking it to 10x within 4 years.
Case study 02
Broetje Orchards, largest individually-owned orchard and packhouse in Washington state gave us the mandate to bring Opal apples to India.
Opal apples are naturally yellow in appearance. Interestingly, Indians tend to believe that yellow is an indicator of ripeness, meaning the end of its shelf life. Opal apples are also an heirloom variety, and they are not perfect in appearance. The perception of “over-ripe” and imperfect fruits made our task of finding buyers a huge challenge.
To address this, we created a customised consumer-education programme, coupled with a staff-training programme to highlight the unique benefits of Opal apples: its unusual anti-oxidising property, and its crisp and sweet taste.
We then launched a massive sampling campaign to demonstrate these features. In addition to this, we launched an influence campaign with Bollywood celebrities to amplify buzz.
Today, Opal is loved by Indians and is rapidly growing its marketshare.
Case study 03
Atlante, an Italian packaged foods chain, needed a partner with category expertise to enter the fresh foods space.
Fresh Fruits was an unfamiliar category for Atlante in an unknown market - India. Fruitsy identified high-quality apple growers in Italy to source fresh fruits for Atlante. We then leveraged our partnerships with leading Indian retail chains to put in place a strong go-to-market strategy for Atlante.
Over a few short months, we’ve helped Atlante ship over a hundred containers of high-quality Italian apples to India.
Inspired by the phenomenal result in such a short space of time, Atlante has set a very ambitious 3-year revenue target from the Indian market.