Funding Alert

Farm-to-consumer startup Deep Rooted raises $12.5 million in funding led by IvyCap Ventures


Deep Rooted, a farm-to-consumer startup has secured $12.5 million in a round, headed by IvyCap Ventures, with participation from Mayfield, Accel, and Omnivore, among others.

The company intends to improve upon its current technological stack by expanding operations to many additional locations in South India using the proceeds of this latest fundraising effort. It is currently recruiting for marketing, sales, and business function positions.

Deep Rooted was established in 2020 in Bengaluru by Avinash B R, Gururaj Rao, Arvind Murali, and Santhosh Narasipura. Prior to joining Aavishkaar as a venture capitalist, Avinash spent over a decade at Bosch in engineering and corporate strategy positions. Gururaj has held general management and analytics positions with Myntra, Callidus Cloud, and Info Edge in the past. Santhosh worked at his family’s manufacturing firm, while Arvind had different sales management positions in the Gulf.

 Deep Rooted

Deep Rooted offers metropolitan customers access to high-quality fruits and vegetables acquired directly from farmers and operates India’s biggest greenhouse network. Deep Rooted, which now operates in Bengaluru, Hyderabad, and Chennai, has become a one-stop shop for fresh food, providing more than 200 types of fruits and vegetables. Deep Rooted can provide a year-round supply of fresh, tasty, and residue-free vegetables via its greenhouse network while utilizing a fraction of the water and acreage required by traditional farms. With health and wellness at the foundation of one’s way of life, consumers are more conscientious of the choices they make, even in the F&V market. By concentrating only on fresh produce, the company has effectively established itself as customers’ first option for all of its fresh produce requirements. Over the course of the next 12 months, the firm intends to extend its operations to key cities in South India, enhance its technological stack, and recruit aggressively across marketing, technical, and business areas.

Avinash BR, the co-founder of Deep Rooted, said, “We are thrilled to partner with IvyCap as we expand across South India, working directly with farmers and delivering the freshest fruits and vegetables to urban consumers.”

Ashish Wadhwani, a partner at IvyCap Ventures, commented, “Fruits & Vegetables (F&V) as a category is ripe for disruption. Deep Rooted, with its razor-sharp focus on F&V, has already showcased a sustainable and profitable view of the opportunity while delivering value to both the farmers and end consumers. We’re excited to be a part of their growth journey.”

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