MUMBAI: From mandi mayhem to farm-fresh flair, Zepto’s shaking up the supply chain. Zepto co-founder and CEO Aadit Palicha has revealed how the quick commerce player is rewriting the rules of India’s fragmented fresh produce market, one collection centre at a time. In a detailed post, he shared how the startup has quietly scaled its fresh category by 4x in just 12 months, leaping from 6.4 lakh to 22.1 lakh units sold per day.

What’s behind this massive growth spurt? A shift away from the traditional mandi-led chaos to a tech-powered, decentralised model built on trust with farmers and rapid movement of goods. Zepto now sources directly from thousands of farmers across 70-plus Collection Centres hyperlocal hubs where fruits and vegetables are graded, packed, and dispatched within 12 hours of harvest.

A key weapon in Zepto’s fresh arsenal is the Bloom app, the startup’s proprietary sourcing platform that turns real-time mandi price tracking, vendor scoring, and dynamic procurement into a science. The result? Better price visibility for farmers, automated planning for Zepto, and a win-win loop that cuts out intermediaries and reduces waste.

This model isn’t just about speed, it’s also about dignity and predictability. “For the first time, Indian farmers are becoming part of a demand-driven, digital-first ecosystem,” Palicha noted. Through Bloom, they gain access to live market benchmarks, input support, and assured offtake features unheard of in India’s informal agri-supply chains.

Even last-mile delivery hasn’t been spared a makeover. Zepto has invested in smart handling systems that preserve freshness while slashing delivery timelines. Combined with direct relationships with farmers, this allows the company to keep quality high and prices sharp, something traditional retail has long struggled with.

In a sector long marred by price volatility and perishability, Zepto’s fresh strategy is a rare blend of logistics, localisation, and digital insight. The real disruptor here isn’t just tech, it’s trust.