Captain Harvest range of quality & affordable staples now available exclusively on udaan


udaan, India’s largest business-to-business (b2b) eCommerce platform, today announced a major initiative in the unorganised bulk staples market in partnership with Captain Harvest brand. As part of this partnership, Captain Harvest range of quality and affordable bulk staples – including Atta, Maida, Wheat, Rice, Pulses, Besan etc. will be available exclusively on the udaan platform. This national level intervention is aimed at solving the problem of inconsistency in product quality, availability, affordability and weight compliance that exist in the unorganised bulk staples sector and are faced by kirana stores and the end consumers. In addition, this initiative will also benefit the local farmers and millers with better pricing and regular sourcing of product from them, thus supporting the local economy.

Vivek Gupta, Head-Food Business, udaan said “One of the biggest challenges faced by the Kirana stores today is the availability of quality and affordable products in the unorganised bulk staples market. This results in local retailers being at the mercy of the sellers, without any surety about the quality or the weight of the product being sold to them. In addition, their prices also keep fluctuating depending upon the availability of the product. At times, quality issues have also resulted in health concerns for the consumers. Captain Harvest is a significant intervention in this direction. The availability of high quality and affordable staples with 100% weight assurance, Food Safety and Standards Authority of India (FSSAI) certification, full back-end Integration, and Standardized Quality Systems will help in addressing these challenges at a national scale. This initiative will also help the farmers and small millers of our country enjoy the benefits of eCommerce scale, which is in line with our mission of empowering small businesses of Bharat leveraging technology.”

Sourced directly from the farmers and processed & packaged in the most hygienic conditions, Captain Harvest range of staples are available in multiple SKUs – eg. Atta in 50 kg, 25 kg, 10 kg, and 5kg packs. The brand would initially be available in around 40 cities & towns and will be gradually expanded to other markets.

Captain Harvest works directly with local farmers and millers to source staples, benefiting them with better, assured and regular income while improving their quality of output. This also helps in the reduction of procurement costs due to backward integration and economies of scale, thereby benefiting the end consumers with consistent quality and affordable prices.

The partnership will provide Captain Harvest a pan India reach leveraging udaan’s extensive supply chain network covering over 12,000+ pin codes and 900+ cities. Captain Harvest will also benefit from udaan’s vast retail distribution network and efficient inventory management practices.

The udaan platform currently has over 1.7 million retailers, chemist shops, kirana shops, HoReCa, farmers, placing orders and supplying food products, making udaan a leader in the food eCommerce business. The platform offers over 20,000 products from groceries, beverages, cereals, pulses, spices, edible oils, home & personal care categories, fresh, dairy, to a wide range of household products. Overall, udaan enables delivery of over 1.5 – 1.7 lakh orders daily, spread over all business verticals across 900 cities nationally.

udaan also provides marketing & sales support and facilitates efficient, transparent & convenient transactions. The platform offers best price, highest quality and widest selection of products to its network of retailers by connecting them to sellers, brands and manufacturers across the country. The platform’s SaaS offerings such as analysis of real time marketing feedback through app data analytics enables brands and manufacturers to make well-informed decisions about product launches and testing of new products in different markets. While the app-based pricing system gives better pricing control, the product listing advertisements and in-app advertisements encourages manufacturers to reach their targeted, specific, and ready-to-purchase retailers on the platform.

udaan is a one stop solution for all business requirements in B2B space. It has built inclusive tech tools for Bharat, specially catering to the needs of brands, retailers & manufacturers providing them a level playing field to scale, trade and grow business.


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