With an objective to enable farmers and the consumers to connect digitally and create a win-win situation for both farmers and customers, Mahindra Univeg- the joint venture between Mahindra Agri Solutions Ltd and Belgium-based Univeg (Greenyard Foods), has invested an undisclosed amount in ecommerce startup MeraKisan.
The development was reported by Business Standard.
Ashok Sharma, MD & CEO, Mahindra Agri Solutions Ltd, stated that Mahindra Agri Solutions interacts with farmers to improve their produce, quality and productivity by providing latest advances in farm technologies and agricultural know how.
Mahindra Univeg focuses on developing a fresh fruit supply chain in India and imports fruits to make high-quality produce available to domestic consumers.
Pune-based MeraKisan is a digital marketplace which ensures high-quality food products to be delivered at users’ door step. With this move Prashanth Patil, the founder of MeraKisan, has been roped in to spearhead its online grocery services.
As per the company website its clients include Big Bazaar, Future Retail, Big Basket etc. Prashanth has brought his online property under the newly incorporated firm and has picked up 66.83% stake in MeraKisan Pvt. Ltd, through a fresh issue of shares. He has also been made CEO-designate of the firm, Mahindra & Mahindra.
MeraKisan aims to bring Indian farmers and producers together with their buyers, allowing customers to buy direct from the person who grows or makes the product. It sources fresh vegetables and fruits directly from farmers and sells it to the customers.
In August 2016, Delhi-based agritech startup DayBox raised $104K (INR 70 Lakh) from Ashutosh Lawania (co-founder, Myntra); Rajul Jain (SVP Supply Chain, Myntra and co-founder, Yebhi.com); Badal Malick (ex-VP Omnichannel, SnapDeal); Rishi Gupta (CEO, Fino Paytech Ltd); and six other angel investors.