Closed

GreenoSapian stopped operating at the end of September 2021 and no longer takes orders. Read our thank-you note

GreenoSapian

New Delhi · 2020 to 2021 · Now closed

For 17 months, we brought Delhi farm-fresh produce in 30 minutes.

From April 2020 to September 2021, GreenoSapian ran Delhi’s first 30-minute delivery service for fresh fruit and vegetables. We bought directly from farmers and delivered to homes and restaurants across New Delhi. The business has since closed and was sold to a private entity.

Read our story
ORDER PLACED 30 MINUTES AT YOUR DOOR

Why we started

Farms had produce. Cities had shortages.

During COVID-19, farm produce struggled to reach the markets while people in Delhi faced empty shelves. We started GreenoSapian to connect the two, and found three problems that were older than the pandemic.

  • Delivery was slow

    Buying groceries in person took time. Delivery services took hours or days, and freshness was inconsistent.

  • Nobody knew the source

    Customers had little visibility into where their fruit and vegetables came from.

  • Middlemen set the price

    Each intermediary between the farm and the kitchen added cost for the customer and took margin from the farmer.

How it worked

A short supply chain, planned ahead.

  1. We forecast

    Our system predicted demand and told farmers what to harvest 14 hours before delivery.

  2. We sourced direct

    We bought straight from the farm, with no intermediaries between the grower and the customer.

  3. We stocked nearby

    Produce moved into local micro-fulfilment points, so inventory sat close to the people ordering it.

  4. We delivered in 30

    Hyperlocal delivery and smart routing got each order to the door within 30 minutes.

Every 30-minute delivery had a 14-hour head start.

Forecast, harvest and stocking: 14 hours Order to door: 30 minutes

Freshness and transparency

You could read where your food came from.

GreenoSapian

Harvested
Date printed on the pack
Grown by
A farm with its own profile
Route
Farm to you, no middlemen
Kept cold
Where the produce needed it
Delivered
Within 30 minutes

  • Harvest-date labelling

    Every customer could see when their produce was picked.

  • Farm profiles

    We showed who grew the food, so the source was never a mystery.

  • Cold chain where it mattered

    Produce that needed cooling stayed cool on its way to the customer.

Who we served

Home kitchens and restaurant kitchens.

Households

Urban professionals, families and health-conscious cooks who wanted truly fresh produce quickly, at a fair price, including for last-minute meals.

Restaurants

A dedicated business line supplied restaurants that needed dependable fresh produce for their kitchens.

+20%Farmer income

Farmers earned more because they knew what would sell.

Buying direct gave growers predictable demand and fair payouts. Our forecasts told them what to harvest before the order arrived, which cut waste. Income for the farmers we worked with rose by about 20%.

In numbers

What we built in 17 months.

  • 30 minOrder to door, a first for fresh produce in Delhi
  • 6,000+Orders a month from households and restaurants
  • 14 hrsAdvance notice our forecasts gave farmers
  • 2Retail stores opened in the first six months
  • 12People on the full-time team
  • ₹16 lakhMonthly revenue, bootstrapped with no outside funding

Our story

From lockdown idea to acquisition.

April 2020
Five co-founders start GreenoSapian in New Delhi to support farmers and consumers during COVID-19.
First six months
Two retail stores open, giving the business a physical presence alongside delivery.
2020 to 2021
We launch Delhi’s first 30-minute fresh delivery service. Orders grow past 6,000 a month across homes and restaurants.
September 2021
Operations close at the end of the month. GreenoSapian is sold to a private entity for an undisclosed amount.

Thank you

To every household and restaurant that ordered from us: thank you.

You trusted a new company with your kitchen during one of the hardest years Delhi has seen. Every order you placed helped a farmer sell their harvest at a fair price, and every repeat order told us we were getting it right. GreenoSapian existed because of you.

With gratitude, the founders of GreenoSapian

  • Saurabh Pratap Singh
  • Ameet Kumar Rana
  • Prateek Kumar
  • Shivam Kumar
  • Pushkar Kumar