Anant Goel’s Sorted scoops up over $5 Mn in ongoing seed round


Fresh farm produce and supply chain startup Sorted has raised over $5 million in its ongoing seed funding. This is the maiden funding round for a year old venture.

Venture capital firms Beenext, White Venture Capital and NB Ventures have participated in Sorted’s ongoing fundraise while Snapdeal co-founders Kunal Bahl and Rohit Bansal have also invested in the round. Sorted’s co-founder and chief executive Anant Goel has confirmed the development to Entrackr.

Sorted is Goel’s second venture. Previously, he spearheaded Milkbasket which was acquired by Reliance in a distress sale. Nitin Gupta and Sahil Madan are other two co-founders at Sorted who were also part of Milbasket before acquisition.

Enatrackr had exclusively reported about Sorted in February last year.

Reliance Retail Ventures had acquired Milkbasket in the first quarter of FY21 following a fractious period of disagreements on key issues between Goel and Kalaari  Capital, with the sale to Reliance being seen as a compromise that eventually pleased no one.

Sorted allows offline mom and pop stores to place orders for fresh produce of fruits and vegetables through its app, and have it delivered the next morning straight from farmers. As per its Linkedin page, it has around 30 employees and has over 1,000 app downloads on play store. At present, the company takes orders via WhatsApp and its mobile apps. It has set up kiosks in large societies in Gurugram through a franchise model and set to go live in the other parts of the NCR region in the coming months.

Sorted competes with Otipy, Bigbasket’s Fresho among others. Last year, Fraazo, one of emerging startups in the space, had fired several employees and shut operations in multiple cities. As per Entrackr’s sources, the company was looking for acquisition even after announcing a $50 million worth Series B round led by WestBridge.

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