From Hydroponics to India’s Fastest Growing Fruits Company: The Story of Fresh From Farm’s Rapid Growth and Its Impact on Agricultural Practices
Fresh From Farm (F3), a company that started as a humble hydroponic venture, has quickly evolved into a leading player in India’s agricultural landscape, particularly in the fruit supply chain. Founded by Rohit Nagdewani, F3’s journey offers valuable insights for farmers, agronomists, entrepreneurs, and industry professionals who are focused on improving agricultural practices and optimizing the supply chain for fresh produce.
The story began in June 2018 when Nagdewani, intrigued by the possibilities of hydroponics, began experimenting with Chinese grow lights and a PVC pipe setup. What started as a small-scale experiment quickly expanded into a 24-plant system by September 2018, producing full-sized lettuce heads. By January 2019, Nagdewani had partnered with Vijay, who would later become his first investor, to establish a 360-plant setup in his office basement, growing a variety of lettuce and herbs. This early phase was crucial in proving the viability of high-quality hydroponic produce for commercial sale.
In June 2020, F3 took a significant leap by constructing India’s largest and most technologically advanced indoor vertical farm in Faridabad. This facility not only produced traditional leafy greens but also exotic varieties such as rainbow chard and wasabi arugula, catering to a growing demand for diverse and high-quality produce.
The expansion continued with the development of two large outdoor farms in Gurgaon in December 2020, adding vine crops like cherry tomatoes and peppers to F3’s portfolio. By March 2021, these farms were fully operational, and the company was selling its produce to local communities. However, it was during this period of rapid growth that Nagdewani identified a critical issue within the supply chain for fresh fruits.
This realization led to the birth of F3 Fruits (initially branded as Happy Froot) in August 2021. With seed funding from Vijay and other investors, F3 shifted its focus to building India’s largest fruit company, operating out of a 3,000 square foot warehouse in Okhla. Over the next year, the company refined its business model by engaging directly with farmers, fruit traders, sellers, and consumers, ensuring that their approach was aligned with market needs.
By August 2024, Fresh From Farm had grown into India’s fastest-growing fruit company. Operating from a state-of-the-art 25,000 square foot facility, F3 now delivers nearly 20,000 kilograms of fruit daily to 400-500 vendors, significantly enhancing their earnings by 15%. This growth reflects not only the demand for fresh, high-quality produce but also the efficiency of F3’s supply chain, which has become a benchmark in the industry.
The success of Fresh From Farm underscores the importance of execution speed and on-the-ground operations, a principle that has guided the company from its inception. For farmers, agronomists, and industry professionals, the F3 journey offers a blueprint for innovation in agriculture and an example of how strategic expansion and supply chain optimization can lead to substantial business growth.
