Deep Rooted
Deep Rooted is a Bengaluru-based farm-to-consumer agritech company that sells fresh fruits and vegetables via its mobile app, sourcing from owned greenhouses and 1,000 partner farmers to deliver within 16–20 hours to urban households in Bengaluru and Hyderabad.
- Company typePrivate
- Founded2020
- HeadquartersBangalore, India
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Deep Rooted does
Deep Rooted is an Indian farm-to-consumer agritech company that sells fresh fruits and vegetables directly to urban households via a proprietary mobile app (iOS and Android), operating in Bengaluru and Hyderabad. The company grows most of its produce in owned and managed greenhouses and farms located within 150 km of the two metros — supported by what it claims is the largest greenhouse network in India and a 1,000-farmer partner network — and guarantees harvest-to-home delivery within 16–20 hours, with next-day dispatch for orders placed before 10 PM.
The product catalog spans Fresh Fruits, Indian Greens and Staples, Exotic Greens and Staples, and an Easy-Cook Range. Customer-acquisition and retention are driven by content marketing (healthy-living blog, recipe library), social media, and a Fresh-or-Free quality guarantee. The business model blends transactional produce sales with subscription and loyalty layers: the Nurture Membership (₹149 per 30 days) offers free delivery on 12 orders above ₹99, 8% cashback, and guaranteed slots; the DR Wallet, Every-Order Cashback, and DR Referral programs (cashback capped at ₹150) add further retention mechanics.
The company was founded in 2018 and is headquartered in Bengaluru (Trident Towers, Malleshwaram) under the legal entity Clover Ventures Private Limited, with retail operations run by a separate licensed entity, Herbaceous Retail Private Limited. It has raised roughly $18 million cumulatively, including a $12.5 million Series A in September 2022 led by IvyCap Ventures with Accel, Mayfield, and Omnivore participating, and small follow-on rounds in 2023 and 2024. Headcount is 51–100, and there are no disclosed revenue, ARR, or GMV figures.
Deep Rooted firmographics
Firmographics- Name
- Deep Rooted
- Legal name
- Clover Ventures Private Limited
- Website
- https://deep-rooted.co
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Deep Rooted is a Bengaluru-based farm-to-consumer agritech company that sells fresh fruits and vegetables via its mobile app, sourcing from owned greenhouses and 1,000 partner farmers to deliver within 16–20 hours to urban households in Bengaluru and Hyderabad.
- Ownership category
- akta.pro rank
Deep Rooted industry classification
Industry- Product category
- Fresh Produce Delivery
- NAICS
- Vegetable and Melon Farming (11121), Other Vegetable (except Potato) and Melon Farming (111219), Postharvest Crop Activities (except Cotton Ginning) (115114)
- SIC
- Retail-Food Stores (5400)
- akta.pro primary industry
- Farm-to-Consumer Produce Boxes / CSA Delivery (AFAIANAC)
- akta.pro secondary industries
- Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG), Controlled Environment Agriculture (CEA) / Vertical Farming (Indoor LED Farms) (AFAGAHAJ)
Keywords
Where Deep Rooted is headquartered
LocationHeadquarters
- HQ city
- Bangalore
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Deep Rooted business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Fresh Produce Sales: Direct sales of fruits and vegetables through mobile app with per-order transaction model. Products include Indian Greens, Exotic Greens, Indian Staples, Exotic Staples, Easy-Cook Range, and Fresh Fruits.
- Nurture Membership Program: Subscription-based membership program offering free delivery on 12 orders above ₹99, 8% cashback on all orders, and guaranteed delivery slots for ₹149 per 30 days.
- Cashback and Wallet System: Deep Rooted wallet system providing cashback credits on purchases that can be redeemed on future orders through the app.
- Referral Program: Referral program where existing users earn cashback when friends sign up and complete their first order, capped at ₹150 per referral.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Nurture Membership - 30 days |
| Unit Pricing | Pay-as-you-go | Standard Delivery Fee |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Deep Rooted product offering
Product offeringCore offering
Deep Rooted is a farm-to-consumer produce company that grows fruits and vegetables in its owned and managed greenhouses and partner farms within ~150 km of Bengaluru and Hyderabad, then sells and delivers them directly to urban households through its iOS and Android mobile app with a 16–20 hour harvest-to-home delivery promise. Its catalog spans Fresh Fruits, Indian Greens, Indian Staples, Exotic Greens, Exotic Staples, and an Easy-Cook Range, and is supported by a subscription membership (Nurture), wallet/cashback, referral, and a Fresh or Free quality guarantee.
Product overview
Deep Rooted is a farm-to-consumer brand for fruits and vegetables operating on a platform-plus-services model. The core offering is the Deep Rooted Mobile App (available on Android and iOS) through which customers order fresh produce. The company grows most of its produce in owned and managed farms and greenhouses within 150kms of Bangalore and Hyderabad, delivering from harvest to home in 16-20 hours. Product categories include Fresh Fruits, Indian Greens, Indian Staples, Exotic Greens, Exotic Staples, and Easy-Cook Range. The company supplements its core produce business with loyalty programs including the Nurture Membership Program (subscription), DR Wallet (cashback system), DR Every Order Cashback Program, DR Referral Program, and the Fresh or Free quality guarantee.
Differentiator
Problem solved
Functional benefit
Companies that use Deep Rooted
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Deep Rooted technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Deep Rooted partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Deep Rooted competitors and assessment
Company assessmentDirect peers
- Country Delight: India-based D2C brand delivering fresh, high-quality daily essentials (dairy, bakery, produce) via subscription. Closely comparable to Deep Rooted in D2C fresh-food model, subscription mechanics, and premium positioning for health-conscious urban consumers.
- Ninjacart: Indian agritech supply-chain platform connecting farmers directly to businesses and retailers for fresh produce. Comparable to Deep Rooted in farmer-sourcing depth and farm-to-business produce movement, though more B2B-skewed than Deep Rooted's consumer model.
- Otipy: India-based social-commerce-led platform delivering fresh fruits and vegetables directly from farmers to urban consumers. Closely comparable in target customer (urban Indian households), produce category focus, and farm-sourcing approach.
- FreshtoHome: Indian D2C brand delivering fresh, chemical-free fish, meat, and produce direct from source to consumer doorsteps. Comparable in D2C model, freshness/farm-to-home promise, and premium positioning versus traditional retail.
Broad incumbents
- Bigbasket (Tata): India's largest online grocery retailer, offering fresh produce alongside a broad assortment under Tata ownership. Comparable as a large-scale fresh-produce delivery incumbent competing for the same urban Indian household customer.
- Swiggy Instamart: Quick-commerce grocery delivery arm of Swiggy offering fresh produce with 15–30 minute delivery. Overlaps with Deep Rooted on fresh-produce D2C ordering in Bengaluru and Hyderabad, but with a much broader assortment and faster delivery.
- Blinkit (Zomato): India's leading quick-commerce platform offering fresh produce, groceries, and essentials in 10–15 minutes. Competes directly with Deep Rooted on convenience and assortment in overlapping Indian metros.
- Zepto: India's fastest-growing quick-commerce platform delivering groceries and fresh produce in 10 minutes. Comparable as a high-velocity fresh-produce D2C competitor with deep VC backing and aggressive city expansion.
Regional players
- Waycool Foods: India-based agritech focused on food distribution and supply chain across South India. Comparable in regional South India focus and farmer-sourcing depth, but operates more in B2B distribution than D2C consumer delivery.
Emerging players
- DeHaat: Full-stack Indian agritech platform serving farmers with inputs, advisory, and market linkage, plus output distribution. Comparable as a farm-side agritech peer with broad India footprint, though its consumer-facing fresh-produce play is less developed than Deep Rooted's.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Deep Rooted social profiles
Digital presenceDeep Rooted financial estimates
Financial estimateRevenue estimate
Valuation estimate
Deep Rooted leadership team
Management profileNumber of profiles
Deep Rooted funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Deep Rooted M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Deep Rooted
What does Deep Rooted do?
Deep Rooted is a farm-to-consumer produce company that grows fruits and vegetables in its owned and managed greenhouses and partner farms within ~150 km of Bengaluru and Hyderabad, then sells and delivers them directly to urban households through its iOS and Android mobile app with a 16–20 hour harvest-to-home delivery promise. Its catalog spans Fresh Fruits, Indian Greens, Indian Staples, Exotic Greens, Exotic Staples, and an Easy-Cook Range, and is supported by a subscription membership (Nurture), wallet/cashback, referral, and a Fresh or Free quality guarantee.
Is Deep Rooted a public or private company?
Deep Rooted is a private company. It is classified as venture growth investor backed and is currently operating.
When was Deep Rooted founded?
Deep Rooted was founded in 2020. It employs 51 to 100 people.
Where is Deep Rooted based?
Deep Rooted is headquartered in Bangalore, India, in the Asia region.
How does Deep Rooted make money?
Four revenue lines are on record. Fresh Produce Sales are the primary driver. The others are nurture Membership Program, cashback and Wallet System and referral Program.
Who are Deep Rooted's main competitors?
Direct peers on record are Country Delight, Ninjacart, Otipy and FreshtoHome. Broad incumbents are Bigbasket (Tata), Swiggy Instamart, Blinkit (Zomato) and Zepto. Waycool Foods is listed as a regional player. DeHaat is listed as an emerging player.
Does Deep Rooted have an API?
No public API is recorded for Deep Rooted.
What industry is Deep Rooted in?
Deep Rooted's product category is Fresh Produce Delivery. Its primary akta.pro industry code is AFAIANAC, Farm-to-Consumer Produce Boxes / CSA Delivery, with a secondary code of CRAHAHAG, Fresh Food Subscription/CSA & Produce Box Retail. Its NAICS code is 11121 and its SIC code is 5400.