Growth and expansion is one of the key points of focus for Fraazo in 2022
By Atul Kumar, Co-Founder & CEO at Fraazo
Fraazo is a green grocery Quick Commerce start-up that was founded with the mission to provide customers with the choicest of vegetables and fruits, at economical rates from farm to fork. To facilitate this, we took a business-smart approach to invest in a robust back-end supply chain for longevity. Being the first ones to establish the concept of dark stores, we are now one of India’s largest quick commerce players with 250+ dark stores across 7 states. This move not only helped us disrupt the category but also etched our position in the industry.
We at Fraazo take pride in our integrated supply chain which is the hero of our business model. At a very early stage, we decided that we wanted to invest our energy in an end-to-end supply network so that we can service customers with quality and fresh produce from farms to homes in a safe and hygienic manner. This led to a spike in our orders and affirmed the importance of a strong end-to-end supply network.
Now, delving deeper into the focus points for Fraazo in 2022:
Growth & Expansion
One of the key points of focus for Fraazo is growth and expansion. We have been aggressively expanding our network across India to become a household name when it comes to ordering farm-fresh groceries. We will be focusing on penetrating markets in the top 15 cities in the country. The quick commerce segment has shown significant potential as consumers in India are recognizing the importance of it, due to the pandemic. Currently, we’re projecting a revenue of $ 1 billion, with an aim to reach 10 million orders a month and 20 million households by 2023. With the help of our Force 1 team that aids us in penetrating newer markets, our intention is to grow 10x by June-July 2022 and to support that goal, we will be increasing our delivery rider count from 3,000+ to over 20,000 in the next few months. Additionally, we are working towards increasing our dark stores toll to a whopping 750 from 250. We will soon be inching closer to a network of 1 lakh farmers supplying farm fresh produce to all our dark stores.
Integrated Supply Chain
Fraazo provides customers with the freshest produce from farms to their kitchen in as little as 12 hours and our end-to-end supply chain network is essential to achieve that. Our robust back-end gives us full control over order collection from the source, quality checks, its packaging and delivery to the customer. It reduces our dependency on third party suppliers and facilitators, giving us dominance over other players in the segment who associate with third party suppliers. Our supply network also helps us build and maintain our longstanding relationships with farmers, who harvest as per our need and guidance because they trust us. We will continue to give importance to growing our dark store and collection centers count, so as to dominate the segment entirely.
One Touch Delivery Model
One of Fraazo’s USP is our One Touch Delivery model. We collect the produce from the source and send it to our collection centers, where the produce goes through thorough quality check processes. After that, the produce is packed and shipped to dark stores, which minimizes product handling and ascertains A+ quality products for the customer. With cases on the rise again, customers unquestionably worry about the safety and hygiene of what they consume. Additionally with an impending lockdown due to this spike, Fraazo takes the lead as the only player in the segment with an integrated supply chain that not only allows for uninterrupted delivery but personal quality checks of the produce. Going forward we want to automate our processes further by using new age technology to raise our own quality standards.
The rise of quick commerce has increased the need for convenience amongst consumers. Due to the pandemic, numerous lockdowns, the lack of public movement and fear of contracting the virus, customers have grown to prefer the option of ordering groceries online. The quick commerce segment boasts immense potential, and has grown significantly in the past two years and a testimony to that fact is the number of players competing in the category. To get a leg up in the category, we are expanding our dark store and rider count to ensure our customers get their orders in a reliable and quicker way. As mentioned above, we are working towards growing our delivery rider count from 3,000+ to over 20,000 and our dark stores count to 750 from 250.
At Fraazo, we are on a mission to build a team where each member feels equally empowered, committed, and respected. Our team has people from diverse professional and cultural backgrounds, which only adds to our strength and we ensure that they get the best environment to reach their full potential and grow with us. We are, at our core, a customer centric brand and our aim is to make the ordering and delivery experience as pleasant and simple as we can. To do that, we invest in talent that aligns with our vision.