D2C Brand Sbzee Brings Mandi-Fresh Fruits and Vegetables to Homes at affordable Mandi Rates

In most Indian households, the kitchen sets the rhythm of the day. Every meal stats with one basic expectation: fresh vegetables and fruits. But over time, the very process of buying fresh produce has slowly become more inconvenient. Crowded mandi time-bound visits, unpredictable quality and fluctuating rates have made something essential feel uncertain and effort-heavy.

Over the past few years, the rise of instant-delivery apps have changed how people shop for everyday essentials. While these services promise speed, the rush to deliver everything within minutes often overlooks the natural freshness of produce. Vegetables and fruits tend to deteriorate when kept in storage for long period, rapid transit heat or constant handling. The result is quick convenience but inconsistent freshness — a trade-off many households notice as quality on the plate.

Sbzee by JVFPL Group was created with a straightforward intention: to make daily access to fresh fruits and vegetables dependable again. The brand focuses on one category only, rather than expanding into large multi-product models. This allows every part of its system, from sourcing to delivery, to be centred on preserving freshness.

Sbzee sources produce directly from local mandi during active supply hours. This is the point where fruits and vegetables are closest to their natural harvested state. Once sourced, the produce is graded, sorted and prepared for next-morning deliveries. The company follows a schedule where customers can place orders till 11 PM and receive their delivery between 5 AM and 8 AM the following morning.

Fresh produce loses its natural character when it storage in warehouses or passes through multiple distribution points the entire day. By aligning procurement, packing and delivery within a single freshness window, Sbzee reduces the time between source and kitchen. This results in better texture, natural flavour and longer usability once stored at home.

Pricing is a notable part of Sbzee’s identity. The brand follows mandi-linked pricing, ensuring that customers pay rates that reflect the actual market of the day, without layered retail mark-ups. The absence of extended storage and bulk warehousing keeps operational overhead lower, allowing Sbzee to maintain affordability without compromising sourcing quality.

Quality control is built into the intake stage. The grading identifies the natural freshness, ripeness and visible condition. Items that do not meet the expected standard are excluded before packaging. This structure ensures that customers do not have to pick through items or discard portions after delivery. Packaging is focused on airflow and moisture balance rather than aesthetics, protecting the produce without trapping heat or condensation.

Sbzee positions itself as a freshness-first delivery service, not a speed-based delivery app. The focus is not on delivering everything quickly, but on delivering the right things at their best quality. The brand views fruits and vegetables as ingredients that carry daily relevance to nutrition, taste and family wellbeing. Freshness becomes more than a selling point. It becomes a source of trust.

The brand’s philosophy is simple. When fresh produce arrives in the kitchen in its natural condition, meals taste better, cooking requires less adjustment and households experience less wastage and repetition. Sbzee aims to restore that ease.

In a market where convenience has often meant compromise, Sbzee operates with a different priority:

Fresh pick, fayda quick.