After years of turbulence and shutdowns – from Otipy and Fraazo to Deep Rooted – the fresh commerce segment is staging a quiet comeback. Once written off as unsustainable, these startups that connect farms directly to consumers are re-emerging with new logic, changed models, and cautious investor confidence.

The signs are clear. Last month, Handpickd raised $15 million from Bertelsmann India Investments and others. Tamil Nadu-based KPN Farm Fresh attracted Rs 637 crore from Westbridge Capital, and Accel-backed FirstClub pulled in $23 million from existing investors, including Paramark Ventures and Aditya Birla Ventures.

“People now care about where their food comes from and are willing to pay for quality. Farmers earn more, wastage falls, and consumers get fresher produce. It’s a win-w

See Full Page