Farm-to-consumer brand Deep Rooted raises $12.5 M 

The startup plans to expand its operations to cover major cities in South India

Deep Rooted, a farm-to-consumer (F2C) brand for fruits and vegetables, has raised $12.5 million in Series A funding. The round was led by IvyCap Ventures with participation from existing investors including Accel, Omnivore, and Mayfield. 

Deep Rooted provides urban consumers access to quality fruits and vegetables sourced directly from farmers and includes the largest network of greenhouses in India.  Currently operating in Bengaluru, Hyderabad, and Chennai, Deep Rooted has become a one-stop shop for fresh produce, offering over 200 varieties of fruits and vegetables.

Through its greenhouse network, Deep Rooted can deliver a year-round supply of fresh, flavorful, residue-free produce, using a fraction of the water and land compared to conventional farms. Over the next 12 months, the startup plans to expand its operations to cover major cities in South India, strengthen its technology stack, and proactively hire across marketing, technology, and business functions.

Based in Bengaluru, Deep Rooted was co-founded in 2020 by Avinash B R, Gururaj Rao, Arvind Murali, and Santhosh Narasipura.