Kisanserv, a growing bootstrapped retail company specializing in fresh fruits and vegetables, is making significant strides with its expansion to 250 stores. The retail chain is targeting a revenue milestone of Rs 500 crore within the next four years. As part of this expansion, Kisanserv expects to create approximately 6,000 jobs, with a focus on hiring from local communities and prioritizing female staff. Following this initial phase, the company plans to scale up to 1,000 stores, entering new markets such as Bangalore, Hyderabad, and Chennai.
Emphasizing on the company’s commitment to its core values, Niranjan Sharma, CEO, Kisanserv, said, “Our success so far is a testament to our commitment to transparency, sustainability, and customer satisfaction. By eliminating middlemen, we’ve been able to offer fresher produce at significantly lower prices while ensuring that farmers receive more than double their traditional earnings. This approach not only empowers farmers but also delivers exceptional value to our customers.”
Kisanserv’s hybrid retail model, which includes neighborhood convenience stores and an online shopping platform through the Kisanserv Express app, has resonated well with urban customers. Currently, 70% of the company’s revenue comes from in-store sales, with online transactions contributing 30%. This balance reflects the company’s ability to cater to diverse consumer preferences, whether they prefer the traditional “touch, feel, and buy” experience or the convenience of online shopping.
Sharma added, “We’ve nearly perfected our business model, and now we’re ready to scale rapidly. Our focus on operational efficiency, combined with our commitment to quality and customer service, positions us to capture a significant share of the ₹160 billion fruits and vegetables market in India, where 90% is still dominated by local Kirana stores.”
Kisanserv’s in-house technology is a key differentiator, with a custom ERP system that provides real-time visibility into demand, procurement, supply chain logistics, and product availability across all stores. This technology enables Kisanserv to maintain an inventory turnover of 1-2 days, ensuring product freshness and minimizing wastage to 4-5% in stores and just 4% in the supply chain.
The retail chain directly sources produce from farms, ensuring superior quality with less handling costs and longer shelf life. Kisanserv’s prices are “10-15% lower than those of local shops and 20-25% lower than online retail competitors.” Additionally, Kisanserv’s stores maintain strict hygiene standards, avoiding practices like splashing water on vegetables and selling nearly 100% of their produce in packed form, ensuring food safety.
Kisanserv’s commitment to sustainability is evident through its ‘Giving Back to Soil’ initiative, which distributes compost to farmers to encourage the use of natural fertilizers and reduce chemical use in produce. This initiative not only promotes environmental sustainability but also strengthens the company’s relationships with farmers, further supporting local communities.
Looking ahead, Kisanserv is exploring the introduction of self-checkout systems in its stores to enhance the shopping experience by making it quicker and more convenient. The company also plans to launch fresh cold-pressed fruit and vegetable juices, aligning with current consumer trends toward health and wellness.
