Ninjacart, an online B2B marketplace that connects farmers and brands to retailers, has raised about Rs 20 crore ($3 million) in its Series A round. The round was led by Accel Partners with the participation of Qualcomm Ventures, M&S Partners (Singapore) and Zop Smart.

Ninjacart will primarily use the fund to expand its team, invest in supply chain infrastructure and technology, the company said in a statement.

“Due to marginal farming, poor logistics and zero market information there are numerous middlemen involved in getting the produce from farmers to markets. The farmer gets only one fourth of what the consumer pays. We try to solve these problems by bridging the gaps so that the farmer gets a good value for his produce and the stores get quality goods at competitive price," said Thirukumaran Nagarajan, Co-founder & CEO.

Founded by former Taxiforsure, OLA and Commonfloor executives, Ninjacart through its platform helps supermarkets, kirana stores and stand alone shops to source fresh fruits and vegetables, staples and FMCG goods at competitive prices directly from farmers and brands.

"B2B fresh and staples is a multi billion dollar category. It’s highly unorganised and inefficient. The founding team at Ninjacart has the right balance of technology and operations expertise to drive efficiencies in this unstructured marketplace," said Subrata Mitra, Partner at Accel Partners.

rajesh.kurup@thehindu.co.in

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