2010-09-10

Connecting Farmers to Consumers

4 Fresh brings best quality produce directly from the cultivators to the consumers. The company has tied up with around 5000 farmers all over India.

Connecting Farmers to Consumers

4 Fresh brings best quality produce directly from the cultivators to the consumers. The company has tied up with around 5000 farmers all over India.

 

Franchise India (FI): What was your prior occupation and what made you consider entrepreneurship?

 

Rajiv Kumar Chugh (RKC): Prior to starting 4 Fresh, I was a consultant with Import and Export business and during this period I came in contact with farmers and agriculture producers, the market for agricultural produce and the distribution network. I started thinking of launch my own business, providing fresh fruits, vegetables and dairy products to consumers through retailers.  However, after securing the first order for agricultural produce and dairy products, I made up my mind to open company-owned outlets to supply the produce to consumers.

 

(FI): What is your product offering and key differentiators?

 

(RKC): Currently, I have established myself as customer friendly representative to provide quality and fresh fruits, vegetables and dairy products directly from farmers. I have a tie up with over 5000 farmers across India.

 

The main idea behind this business was to provide best quality produce direct from farms to retailers.  At present, there are 4 outlets of the company in Delhi-NCR region and we have plans to open 20 more by March 2011 across India.  At present, we are purchasing agricultural produce from Maharashtra, Punjab, Uttar Pradesh, Haryana and several other states.

Our quality and competitive prices are the key differentiators.

 

(FI): How did you fund your business?

 

(RKC): Funds for the business were arranged through internal accruals and with time, we got due respect from our bankers as well.

 

(FI): How was your employees hiring experience at initial stages or building a team or finding a co-founder?

 

(RKC): It was an interesting and challenging experience though it was a complete lot of almost 40 employees who had to be selected to build a team for the dealership including. We had to find people to handle finance and accounts, sales and marketing, and preserving and supplying the produce to retail outlets and wholesale vegetable mandis.  However, it was a son of a farmer whom I trusted and made him the director of the company because of his novel ideas and dedication to work.  

 

(FI): What was the biggest challenge you have faced so far and what was the strategy to deal with it?

 

(RKC): The biggest challenge faced so far has been to keep the team of employees and workers together and work as a cohesive force to take the company forward. There have been exercises of motivating, training, creating a feeling of ownership and during the transitions having professionals to head different divisions.

 

(FI): What are the key marketing and brand building strategies for your business?

 

(RKC): Customer satisfaction is the biggest strategy. We are able to provide employment opportunities at all social levels and are sensitive towards our commitments to the environment and society. The present business, which began as one man show with almost 2 years of struggle, has gradually progressed to the present position due to perseverance, integrity and vision.

 

(FI): What are your growth plans for the coming 3 years?

 

(RKC): With many ambitious projects on the anvil, the company is poised to extend beyond the current businesses and touch the entire country.  We are very optimistic about our business and are growing 30 to 40 per cent year after year. We are on an expansion spree and hope our presence will be across India. We are opening 2 outlets in Bangalore shortly for which location has already been selected. 

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