Purnima Rao: Bringing Fresh, Chemical-Free Veggies to Your Doorstep

In a world where busy lives and health consciousness go hand in hand, the demand for fresh, chemical-free vegetables remains constant. Purnima Rao, the founder of fresh2all, recognized this need and embarked on a journey to ensure that people have access to wholesome, fresh produce delivered right to their doorsteps. In the bustling hyperlocal sector, fresh2all is making a significant impact.

Purnima Rao’s journey is a testament to her determination and entrepreneurial spirit. Hailing from a middle-class family in Patiala, Punjab, she pursued her B.Tech in Computer Science from Faridkot and began her career working for Genpact for seven months. Subsequently, she gained experience at organizations like Evalueserve. Her life took a different turn after her marriage in 2004, and her journey into entrepreneurship began. Over the years, Purnima Rao took breaks from her corporate career to raise her two daughters. During this time, the idea of starting her venture began to take root. Her family’s connections with villages and farms, particularly in Haryana, provided her with the inspiration she needed.

In July 2015, Purnima launched fresh2all with the vision to connect farmers directly with customers. She aimed to offer chemical-free products sourced directly from farms in Haryana, Rajasthan, and Punjab, in addition to her family’s farms. Purnima’s unique value proposition was to provide these products at competitive prices, offering a healthier alternative to the market.

Differentiation was essential for success, given the highly competitive hyperlocal market with well-funded competitors. Purnima understood that a strong vision and key differentiators were vital. She also recognized the importance of building a customer base gradually by targeting specific areas and apartment complexes in Gurgaon. Word-of-mouth and apartment-based marketing strategies were essential for her growth, as she preferred passing on the benefits to existing customers rather than investing heavily in general marketing. Today, around 90% of fresh2all’s customers belong to middle-class families with whom Purnima personally interacts to understand their preferences. Purnima values the trust her customers place in her, and their feedback plays a crucial role in her commitment to providing top-quality products at great prices.

Trust is at the core of Purnima’s customer relationship management philosophy, focusing on customer satisfaction rather than just transactions. She takes customer feedback seriously and continuously improves her services. For instance, fresh2all now uses reusable bags, reducing packaging costs by INR 5 per order. They have a flexible return/refund policy with no minimum order value, setting them apart from other players in the market.

In addition to serving individual customers, fresh2all is exploring a B2B model that would cater to guesthouses, restaurants, and more. Their focus for the next two years remains primarily on Gurgaon, where Purnima’s dedication and hard work are driving the company’s growth. They expect to maintain steady month-on-month growth in revenue, aiming for 40-50% for the first year.

Purnima Rao’s story is one of resilience, determination, and a commitment to bringing fresh, chemical-free vegetables to her customers. Her journey into entrepreneurship is motivated by the hard work she has witnessed in her family and the villages she is connected to. As she looks ahead to December, when fresh2all will provide chemical-free vegetables from their own farms, Purnima is excited about the opportunities to offer high-quality products at reasonable costs while ensuring the company’s profitability.