Udaan, Captain Harvest announce new initiative for unorganised bulk staples market

Image credit: Captain Harvest

Assured quality at affordable prices with 100% weight assurance and FSSAI certification

udaan, India’s largest business-to-business (b2b) eCommerce platform, recently announced a major initiative in the unorganised bulk staples market in partnership with the Captain Harvest brand.

As part of this partnership, Captain Harvest’s 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 products 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 per cent 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.”

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.

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.


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