Anant Goel’s Sorted launches B2B service for fruit and vegetable retailers

Ranked, a multi-channel platform for Fruits and vegetablesstarted in B2B business. It has begun offering a package of services to small retailers, which includes sourcing and demand generation, in the fruits and vegetables space.

The platform was founded by Milkbasket founder and former CEO Anant Goel, along with Nitin Gupta and Sahil Madan. It has so far raised more than $5 million in an ongoing seed round.

“We are launching Sarthi, a bundle of services in the fruits and vegetables sector. We work directly with farmers and so we are offering mom and pop retailers the convenience of getting fruits and vegetables through the Sarthi app. These retailers can place orders for a variety of of fruits and vegetables in required grade and quality.They will get them at mandi competitive prices before 7am every day,” said Anant Goel, Founder and CEO of Sorted business line.

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The platform also offers price measurement services for price optimization. We also provide our partner stores with technology tools such as point-of-sale (POS) systems, advanced forecasting capabilities, and data analytics. This enables these smaller retailers to improve inventory management, reduce waste and enhance operational efficiency.”

Saarthi also offers an order creation service, enabling retailers to offer consumers a wider selection on demand. “So far, we’ve piloted Saarthi with over 25 young mom stores across several demographics. We’ve seen them able to grow their F&V sales and income. We’re now aiming to have between 300 and 350 retailers by the end of the year. Right now, The service has been launched on Gurugram,” Joel said.

Asked about future fundraising, Goel said: “There are talks underway to extend the seed fund round. We are seeing interest from investors including two family offices.”

Stating that Sorted will follow the B2B2C model, Joel explained that in the first phase, a B2B business with Saarthi was launched. “In the second phase, we will scale up operations to launch B2C business. This is likely to happen by the end of the year,” he added.