The brand film explains how the feature works and highlights a simple idea: produce should arrive in a condition that matches a customer’s plans. By giving users the ability to pick ripeness levels, the Ripeness Quotient feature supports better meal planning, smarter storage, and reduced household food waste. The film also doubles as a walkthrough, showing customers how to use the ripeness quotient while adding items to their cart. Developed entirely by Origin Fresh’s in-house creative team, the campaign builds on the brand’s philosophy, The Cult of Fresh, by turning freshness from an abstract promise into a usable, everyday feature in the app.

Speaking on the launch, Prashanth Vasan, Co-Founder and CEO, Origin Fresh, said, “We built the Ripeness Quotient because ripeness decides everything—when a fruit tastes best, how long it lasts, and how it fits into a customer’s day. The idea came from a simple, persistent problem I experienced myself for years: ordering fruits online and receiving them either overripe or underripe, with no control over the timing. The film highlights that connection. It shows that ripeness isn’t a matter of luck anymore; it’s a choice. By selecting their preferred ripeness on the app, customers can plan better, and our supply chain can respond with far more accuracy. Our goal is to continue reducing food waste while ensuring peak quality at delivery.”

The feature strengthens Origin Fresh’s integrated supply chain. The company partners with over 10,000 farms globally, including micro farmers who follow careful, intentional growing practices. Exotic Produce is delivered within 48 hours, whereas the local produce is made available within 12-18 hours of harvest and undergoes a five-step quality check, helping retain up to 50% more nutrients than conventional supply chains. With 19 Sun Stores, AI-driven inventory systems, and a robust supply chain, the company has reduced wastage to under 5%, well below the industry’s 30–40% average.

The launch of this film sets the stage for a broader introduction of the RQ – Ripeness Quotient as Origin Fresh rolls it out to more cities. It helps familiarise customers with how the selector works and why timing is central to the experience. As adoption grows, the film will anchor the communication around this new way of choosing fresh produce.

The post Origin Fresh rolls out RQ- ‘Ripeness Quotient’ appeared first on Business of Food.

Prashanth Vasan, Co-Founder and CEO of Origin Fresh said, “We are excited to welcome our investors who believe in our vision to revolutionise the fresh produce market. When others trust in your vision, it instills a greater sense of responsibility to achieve the goals you’ve set. This collaborative approach enhances our ability to reach our objectives effectively and thoughtfully.” 

Rishabh Singh, Managing Partner at Aeravti Ventures, said, “Origin Fresh is redefining the fresh produce space by proving that Farm-to-Table does not need to be premium or inaccessible, making quality and freshness easily available to consumers. By bridging critical supply-chain gaps, Origin is en-route to be one of the country’s leading suppliers of fresh produce.”

Origin Fresh has established itself as a standout player in the fresh produce segment, achieving notable milestones. It surpassed 5,000 orders within the first 40 days of launch, which is an impressive pace outshining many industry competitors. With over 60% of customers placing repeat orders within two weeks, Origin Fresh has earned strong trust for its unparalleled quality and freshness. Offering next-morning delivery, the brand sets itself apart from competitors reliant on same-day delivery models. By focusing completely on fresh produce, Origin Fresh has carved a place among health-conscious consumers, boasting an extensive catalog of over 250 items, including a wide range of exotics.

The post Origin Fresh raises $1 Million in Pre-Seed Round led by Aeravti Ventures appeared first on Business of Food.

Recently, Origin conducted a study to find out key trends in grocery shopping, particularly when it comes to buying fresh fruits and vegetables. The study was undertaken by reaching out to over 1,000 consumers from varied age and income groups across Bengaluru.

1. Rising Demand for Online Fresh Produce

Origin’s study highlights a growing trend of online grocery shopping. The key takeaway is that fresh produce is increasingly becoming a priority for consumers in the online grocery segment, with 63% of respondents prioritizing fruits and 57% vegetables. This reflects broader trends in e-commerce and changing consumer behavior, where convenience and quality are paramount.

Despite this shift, challenges persist, such as concerns over freshness, quality, inconsistent pricing, and limited product variety. This provides Origin an opportunity to carve out a unique niche by addressing these pain points with its technology-driven approach.

2. Addressing Food Inflation and Price Volatility

Food inflation is identified as a major consumer concern, particularly in essential categories like fruits and vegetables. The company’s management, led by Vikraman R as Managing Director and CEO Prashanth Vasan, emphasizes the need for stable pricing and sustainable practices to navigate this challenge. Given that food inflation impacts both consumers and producers, Origin’s commitment to utilizing predictive analytics and real-time data to stabilize prices and reduce volatility stands out as a key differentiator. By working directly with over 5,000 farmers, Origin is able to build stronger relationships with producers, mitigate the effects of price fluctuations, and pass on these savings to the consumer.

The price prediction tool and the claim of keeping prices 25% lower than competitors even for premium produce are indicative of how technology is being leveraged not just to manage cost but also to ensure competitiveness in the market. Origin’s ability to deliver produce within 12 hours of harvest speaks to its strong logistical and supply chain capabilities, ensuring peak freshness.

3. Technology-Driven Supply Chain and Sustainable Practices

Origin’s emphasis on technology as a core part of its value proposition cannot be overstated. The integration of real-time data analytics, demand forecasting, and predictive technology has allowed Origin to maintain freshness, minimize waste, and optimize inventory. These innovations contribute to a more efficient supply chain and directly impact the consumer experience, ensuring that the produce delivered is not just fresh but also available at competitive prices.

Sustainability is another crucial aspect of the business model. Vikraman’s comments about sustainability being “a necessity, not a choice” suggest a forward-thinking approach to business, aligning with global trends in eco-consciousness. The partnership with Phitons’ EarthenKraft for eco-friendly packaging demonstrates a commitment to reducing the environmental footprint of their operations. This is increasingly important for consumers who are aware of the environmental impact of their purchases and are looking for brands that align with their values.

4. Expansion and Future Growth Strategy

Origin’s plans for growth are ambitious. In just a few months since launch, the company has established 8 “Fresh Pods” across Bengaluru in key locations like HSR and Whitefield, with plans to expand to 18 by mid-November. These Fresh Pods are essentially localized hubs that facilitate rapid deliveries (within 20 minutes), catering to the increasing demand for ultra-fresh produce in the city. This expansion strategy is not only designed to increase reach and customer base but also to ensure the business can meet consumer demand while maintaining the high standards of freshness it promises.

Additionally, Origin is contemplating integration with ONDC (Open Network for Digital Commerce) to expand its reach through last-mile delivery partnerships. By becoming a part of a larger marketplace, Origin can tap into a broader pool of customers, thus creating a scalable platform for long-term growth.

5. Sustainable Delivery and Blockchain Innovation

Looking ahead, Origin is focusing on building a sustainable delivery ecosystem. The company is in talks with Yulu for electric vehicle (EV) fleet development, which is a forward-looking move aimed at reducing the carbon footprint of the company’s deliveries. In doing so, Origin is ensuring that it remains at the forefront of eco-conscious business practices, aligning with the growing consumer demand for sustainability in all areas of life.

The company’s interest in integrating blockchain traceability and AI-based quality checks into its operations further solidifies its technological edge. Blockchain can provide full traceability of products from farm to table, ensuring transparency, which is highly valued by modern consumers who are increasingly concerned about the origin and quality of their food.

6. Future Focus on Consumer Experience

Origin’s holistic approach to the consumer experience stands out, from offering ultra-fresh produce to ensuring that consumers can shop conveniently through its app. The company’s innovation in content commerce — where content (e.g., educational material on produce) is used to drive sales — is also worth noting. By enhancing the shopping experience with AI-driven quality checks, Origin is positioning itself as a brand that not only delivers fresh produce but also educates and empowers consumers to make informed decisions.

Origin is positioning itself as a strong player in the fresh produce e-commerce sector by leveraging technology, sustainability, and a consumer-first approach. Through its innovations in demand forecasting, predictive pricing, and blockchain traceability, it aims to address key industry challenges such as freshness, pricing volatility, and food waste. With ambitious plans for expansion, a focus on sustainable practices, and strong partnerships, Origin is well-placed to scale its operations and provide a comprehensive solution to the fresh produce needs of urban consumers.

By integrating cutting-edge technology, maintaining a strong commitment to sustainability, and focusing on delivering quality, Origin is not just creating a marketplace but is actively shaping the future of food commerce in India. Its ability to adapt and innovate in response to consumer demand will likely determine its success in a competitive and rapidly evolving sector.

The post Bengaluru’s tech-driven startup Origin aims to redefine fresh produce delivery appeared first on Business of Food.

Since its launch in September, Origin has hit a significant milestone, surpassing 1,000 orders within the first week of its launch. This rapid adoption makes Origin the first fresh produce brand in India to achieve such a feat in such a short span, demonstrating the growing demand for ultra-fresh, fast delivery options. As per an Origin study, over 52% of consumers desire fresh produce delivery within 30 minutes, and the brand is poised to fulfill this expectation with its expanding hyperlocal delivery model.

It currently operates 8 Fresh Pods strategically located in HSR Layout, RT Nagar, Hennur, Domlur, Whitefield, Sarjapur, JP Nagar and Electronic City. These localized hubs enable 10-minute delivery in surrounding areas, reducing delivery times and logistics costs. By mid-November, Origin plans to establish 10 additional Fresh Pods, ensuring access to ultra-fresh produce.

Prashanth Vasan, CEO, Origin. At Origin, our vision is to redefine the way consumers buy and consume fresh produce and the fact that we hit 1000 orders within a week of our launch is a testament of that. With over 250 varieties of produce and a plan to cover 90% of the city by year-end, we aim to create a seamless experience for all types of consumers in Bengaluru—whether they prioritize price, convenience, or quality—who value accessibility and fresh, high-quality options.  As we gear up for the festive season, we expect significant growth, with orders anticipated to rise by 5x. The rollout of additional Fresh Pods will further enhance our reach, ensuring we meet the growing demand for fast and fresh solutions across Bengaluru.”

Origin’s commitment to Fresh or Nothing is reinforced through cutting-edge predictive technology, which optimizes inventory based on real-time data. This allows the brand to minimize waste and ensure that only the freshest produce is delivered to consumers.

Origin’s Price Prediction Tool guarantees competitive pricing, keeping costs 20% lower than competitors while ensuring peak freshness.In line with its mission to drive sustainability, Origin sources directly from over 5,000 farmers, strengthening local communities while reducing post-harvest losses to just below 5%, far below the industry average of 25%. The stores are thoughtfully designed to preserve the freshness of fruits and vegetables to ensure the quality promise, with produce packed directly from the warehouse, avoiding handling by packers/pickers or exposure to heat, ensuring the shelf life remains unaffected.

The post Origin Expands Operations in Bengaluru with 40 New Dark Stores, Aims to Cover 90% of the City by Year-End appeared first on Business of Food.

This expansion underscores the brand’s commitment to offering a personalized shopping experience that caters to the unique preferences of Chennai’s diverse neighborhood. As a part of a broader strategy, the expansion aims to enhance accessibility to farm-fresh goods and engage more deeply with local communities.

Talking about its expansion strategy, Prashanth Vasan, CEO, Madras Mandi, said, ‘‘Our expansion in Chennai is not just about opening new stores; it’s about embedding ourselves in the fabric of each locality, offering a tailored experience that meets the specific needs of our customers. We’re here to build lasting relationships with the Chennai community, providing them with fresh, quality produce that enriches their daily lives.’’

Madras Mandi differentiates itself from competitors through its unique farm experiences and community-focused events like ‘Kootanchoru- a curated, pop-up dinner that celebrates communal dining and local cuisine, aimed to foster a stronger connection with its customers.

With a customer base surpassing 5 lakh and over 5 lakh orders fulfilled, Madras Mandi’s growth trajectory showcases its strong market presence and customer trust. The brand’s expansion into Chennai plays a pivotal role in its growth strategy, reflecting its goal to become a household name in fresh produce retailing. As the brand continues to grow, it remains focused on its mission to deliver uncompromised quality products, expanding its footprints in the neighborhood and eventually expanding to Tier 2 cities in south India.

The post Madras Mandi to expand in Chennai with 20 new stores by 2024 appeared first on Business of Food.