Farmers in India are making the most of the internet these days to trade their agricultural products. Previously, farmers had no alternative but to wait for suppliers to show interest and purchase their goods, or go to a nearby market to sell them at whatever price they would be able to fetch, but as e-commerce booms in India, farmers are discovering new opportunities & growth paths.
Increasing online stores are also becoming a rage among online buyers who have less time because of their hectic job or business schedules. In order to stay competitive in the increasingly demanding online environment, businesses are leaving no stone unturned and are looking to conjure up ideas that would set them apart from an actual brick & mortar store and earn them a unique place in the market.
Hafoos is one such ecommerce company that is trying its level best to balance these both worlds. On the one hand, it’s striving to provide the very best of the online service in fruit & veg, on the other hand it’s seeking to help the farmers connect with the right customer and consequently improving their lives.
Hafoos is an online fruit selling portal, a venture by Amazindia Ventures Pvt Ltd in collaboration with the local farmers in Ratnagiri. It takes organically cultivated mangoes straight from the farmers to the consumers. The company claims to deliver 100% fresh organic mangoes without preservatives and at a price that’s reasonable, as no middlemen are involved.
The company began developing its own ecommerce platform in 2010 but it was only after many years of team-based strategic and creative development that the company has re-launched its new online portal. One of the advantages of their new online marketplace is that they have their instant delivery system in place, no matter how small the order is.
Customers can now buy fresh mangoes right from the orchard, such as the famous Ratnagiri Alphonso mango, either onsite or by placing a telephonic order, as soon as their season begins. The portal also has a live chat service that’s very quick to respond. To stay abreast of the digital world, they accept credit cards, debit cards or net banking, and there is also the option of cash on delivery.
Hafoos today registers an average of 20 orders per day online and has about 30% repeat customers. In terms of revenue and customer acquisition, Hafoos has grown hugely in the past two years. Repeat customers have grown to 30% which is a testimony to the superlative shopping experience.
Talking about this growth, the Manager of the company said that, “We are determined to take the organic mango market to a higher level; both in India and in mature markets, such as the European Union. Organic fruits till now have been affordable only by the upper class and health conscious consumers due to high prices, which were the result of a poor supply-side."
He also stated that “Terms like organic and eco-friendliness are the talk of the town these days. They are niche markets, so they definitely have a lot of potential to grow.”
