Clover Goes D2C with the Launch of New Brand 'Deep Rooted.Co'

Agri-tech start-up Clover has announced the launch of it’s direct to consumer (D2C) brand "Deep Rooted.Co '' with a consumer app available as “Deep Rooted" on the Android and iOS platform. Deep Rooted.Co is a demand-backed supply chain solution for fruits and vegetables focused on quality, consistency, traceability and a high degree of predictability.

Catering to a growing market opportunity, estimated close to $100 billion in the B2B and B2C segment for vegetables and fruits, starting with Bengaluru and Hyderabad, Clover will invest over $2 million in creating farmer-facing input-output technology, investing in supply chain and cold storage capacities and communication to grow the brand Deep Rooted.Co.

Deep Rooted.Co will leverage a “consumer demand-led cultivation” process and undertake an “omni-channel” strategy to cater to existing consumer shopping preferences.

Talking at the launch, Avinash B.R., Co-founder, Clover mentions, “The brand name Deep Rooted.Co name signifies our passion to grow deeper in the fruits and vegetable category, while committing to deliver on the three brand pillars of ‘fresh, clean and community’.

Deep Rooted.Co stands on the three important pillars of ‘Fresh’, ‘Clean’ and ‘Community’. It delivers most of its produce fresh and in under 24 hours from farms primarily less than 150 km away from urban cities.

Clover’s experience in B2B, where it was already a preferred supplier to over 90 customers in over 175 locations based in Bengaluru and Hyderabad allows it to get a head-start in launching a consumer-focussed B2C brand. The Covid-19 lockdown led the company to bring forward its B2C launch while gathering valuable first-hand experience in consumer tastes and preferences in the fruits and vegetable category.