When Vikas Chauhan came to Mumbai three years back to pursue his MBA at KJ Somaiya, little did he know that he will end up establishing FreshnDaily (www.freshndaily.com), Mumbai’s online fruits and vegetable store.

It all started as a small set-up with just two employees and a back office. Six months into the business and FreshnDaily already boasts of close to 1,000 registered customers, a team of 15 people and services in Wadala, Sewri, Prabha Devi and now Powai.

The seeds of the venture were first sown when Vikas realized that people in Mumbai are hard pressed for time and are therefore unable to buy their fruits and vegetables daily. “Most of these products lose their nutrition value when consumed after two-three days”, he explains. Additionally, the local vegetable vendor often enjoys a monopoly position allowing him to charge an unjustified premium to customers. With this in mind and some initial start-up capital from friends and family, FreshnDaily was conceptualized and subsequently rolled out early this year.

[quote]The idea is simple, says Vikas, “FreshnDaily delivers the widest range of fresh fruits, vegetables and groceries at the customer’s door step and at the best possible price”. “All our products have to pass through a multi-level quality check” explains, Vikas. “That gives us the confidence to offer our customers a no questions asked return policy. Also, since we procure everything directly from the farm gates, our prices are unquestionably lower than the neighbourhood store. Finally, to top it all, we deliver products at the door step for free”.[/quote]

It is this compelling proposition which has made FreshnDaily such a roaring success in Wadala, where it all started. As says Amit Kumar, a resident of Bhakti Park, “Buying fruits and veggies has never been so convenient. The best part is that ever since I’ve started using FreshnDaily, our fruit consumption has increased which was otherwise getting ignored.”
The challenge now is to replicate the success in new areas in Mumbai and then to new cities across the country. It’s a tough ask but as Vikas says, “If you have a goal, be relentless in your pursuit.”