Ajay Sreedhar

LivLush (formerly GreenAgTech)

LivLush (formerly GreenAgTech) is working on building efficiency in the supply chain for Fruits & Vegetables in India and bringing value to the supplier, the farmer and the consumer. What we are trying to build is an optimum farm to the plate ecosystem that is economically viable for all the stakeholders from producer to consumer to get involved in. Current supply chain has multi-hop intermediary network which compromises the quality of produce reaching the end consumer. Due to the number of intermediaries a lot of value gets eroded due to pilferage and unnecessary margin seekers in the supply chain. We go direct to the farmer for Fruits and Vegetables including first level aggregators and deliver the produce to B2B customers the HoReCa customer base, Vegetable Shops and Organized Retail chains. Having built out an efficient supply chain we are now expanding to various geographies across India. As of March 2018, LivLush and Sabziwala (Delhi based Agri-tech statup) have merged the businesses under a new entity, Kamatan. The rationale to create the entity was to bring together their strengths in farmer connect and supply-chain technology to ensure better pricing for farmers and to reduce wastage.