Organic fruits, vegetables drive demand for Flipkart Minutes

Pune: Flipkart Minutes is strengthening its fresh fruits and vegetables supply chain through its partnership with Agromol Ventures in Pune, focusing on direct sourcing from farmers, maintaining freshness and quality, and improving market access for agricultural producers.Through this partnership, Flipkart Minutes sources fresh fruits and vegetables from over 2,000 farmers in Pune and surrounding regions, with nearly 90% of fresh produce sourced through Agromol coming directly from farmers. Nearly 70% of fresh produce sourced through Agromol comes from Pune and surrounding regions, including Manchar, Kunjirwadi and Sangamner. Flipkart Minutes also shares monthly and seasonal demand forecasts with Agromol, helping farmers plan cultivation and supply produce at pre-decided prices, providing greater visibility on returns. Farmers receive crop advisory, soil-testing assistance and drone-enabled crop management support.At Agromol’s Sortapwadi Phata collection centre, fresh produce undergoes multiple stages of quality checks, sorting, grading and packaging. The facility has two temperature-controlled rooms maintained at approximately 2°C–10°C, helping preserve produce quality before dispatch. Approximately 20–22 tonnes of fresh produce are transported daily from Agromol to Flipkart Minutes’ micro-fulfilment centres, with quality checks, inventory monitoring and coordinated logistics supporting freshness throughout the supply chain.The partnership is part of Flipkart Minutes’ broader efforts to strengthen farm-direct sourcing, working with more than 7,000 farmers and 25 Farmer Producer Organisations (FPOs) across India. This comes amid growing demand for fresh produce on Flipkart Minutes, with the fruits and vegetables category recording 3X year-on-year growth. Organic fruits and vegetables grew 10X, while Tier 2+ cities recorded 6X growth in F&V orders over the past year. Bengaluru accounted for 21% of overall F&V orders, while cities including Chennai, Patna, Ahmedabad and Kanpur also recorded strong growth.Through farmer partnerships, demand forecasting, quality checks and coordinated logistics, Flipkart Minutes is strengthening its farm-to-customer supply chain to support access to fresh, quality produce and wider market opportunities for farmers.