Phala International: Freshly delivered
Year: 2025
Founders: Chandan Kumar C K, Chandre Kumar C N Chandini
Funding: Currently bootstrapped
Introduction
Phala International Pvt. Ltd. was founded on 18th March 2025. It is a rapidly growing agritech startup based in Bangalore, Karnataka. Aspiring to become India’s most innovative and trustworthy retail brand of fruit, Phala aims to revolutionize the process of making fresh fruits available to consumers. By cutting out the middlemen that are redundant and leveraging digital technology, the company goes directly to farmers to deliver quality fruits to kirana stores, quick-commerce companies, supermarkets, and ultimately, the end consumers through retail stores owned by the company. The startup’s farm-to-fork model ensures efficiency, traceability, and affordable price along the value chain. Phala is not merely selling fruits—it’s revolutionizing fruit business for farmers and consumers in the city.
Tackling Agricultural Challenges
India’s fruit value chain is marred by inefficiencies—long travel times, middleman layers, insufficient cold storage, and fluctuating prices. This ensures lesser returns to farmers and poorer quality fruits for the consumer. Phala eliminates these directly by trading directly with farmers, online and digital procurement channels, and maintaining market-to-grower transactions in the open. This direct sourcing process ensures timely payment to farmers and fresher fruits at improved prices to the consumer.
Key Offerings
- Direct Sourcing: 90% of fruits are procured directly from farmers, bypassing APMC mandis and minimizing post-harvest delays.
- B2B Supply Network: Delivers fruits to supermarkets, kirana stores, and quick-commerce platforms at wholesale rates.
- Retail Growth: Opening branded retail stores in tier 1 locations to make the highest quality fruits accessible at affordable rates to customers.
- Tech-Driven Operations: End-to-end digital platform coordinates procurement, quality check, pricing, and logistics in seamless harmony.
- Farmer Partnerships: Long-term tie-ups and fair trade terms help improve farmer earnings and build trust in the supply chain.
Real Impact
Phala International is already making a measurable difference. By working directly with fruit growers, the startup has improved farmer incomes by 10–15%, ensuring faster payment cycles and reduced dependency on middlemen. Its model helps reduce wastage, improve product shelf life, and deliver better value to both ends of the chain—producers and consumers. Urban customers are benefiting from fresher, affordable fruits, while farmers are gaining access to stable demand and fairer prices. In a short span, Phala has created a replicable and scalable model that holds promise for India’s vast fresh produce market.
Success Story
A group of banana farmers in Andhra Pradesh, who earlier sold through local traders, partnered with Phala to supply directly. By eliminating two layers of intermediaries, their net income rose by over Rd.20,000 in a single season. Logistics coordination and quality-based pricing also encouraged better post-harvest practices, reducing spoilage by 30%. Farmers now enjoy direct access to urban markets and predictable payment timelines—a win-win partnership that reflects Phala’s mission.
Lessons for Agri-Startups
Phala’s journey offers valuable insights for emerging agritech startups:
- Disrupt with Simplicity: Solving basic inefficiencies—like reducing middlemen—can have outsized impact.
- Farmer-Centric Design: Building models where farmers are partners, not just suppliers, leads to long-term value creation.
- Technology as Enabler: Smart use of logistics tech and digital payments can scale even traditional businesses like fruit retail.
- Retail + B2B Blend: Bridging wholesale and retail creates multiple revenue streams and better inventory control.
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