Kstar Food and Beverages launches agri-retail venture

Will tie-up for cooperative farming contracts.

Lucknow-based Kstar Food and Beverages today launched its fresh fruits and vegetable retail venture under the brand Kountry Fresh.

The venture aims at cutting the middlemen from the agro retail chain starting from farmers to the final consumers. The company will source agri products directly from the farmers and sell sorted fruits and vegetables at cheaper prices.

It will also enter into cooperative farming contract with Self Help Groups (SHGs) at the village level in different districts to source cheaper agri products for retailing.

“Our retail prices would be almost 20 per cent cheaper than the prevailing market rates,” company’s managing director Manish Raizada told the media here.

 

In the first phase, the company will cover Lucknow and the adjoining areas, while the brand would be rolled out pan-Uttar Pradesh in the next 3 years, he informed. The company has ambitious plans for the country as well in later stages.

The company will station mobile vans in busy market and residential areas to sell its products.

Apart from household customers, Kountry Fresh will target malls, restaurants, hotels and big caterers for supplying its products.

“We have introduced home-delivery and online booking service for our products at no extra cost,” he added.