Sorted raises $5M in an ongoing seed funding round

Milkbasket's founder Anant Goel has launched Sorted, an omnichannel platform for fruits and vegetables. The startup has raised $5 million in an ongoing seed funding round led by Beenext, White Venture Capital, and NB Ventures.

According to ET, The round also saw participation from Snapdeal co-founders Kunal Bahl and Rohit Bansal.

Founded in 2019 by Anant Goel, Nitin Gupta and Sahil Madan, Sorted allows offline mom-and-pop stores to place orders for fresh produce of fruits and vegetables through its app. The startup claims that it delivers the product the next morning directly from farmers.

Prior to Sorted, Anant Goel had worked at Milkbasket, an online and grocery delivery which was acquired by Reliance in 2021 for reportedly over $40 million.

As of now, Sorted is operational only in Gurgaon and plans to scale its presence in other parts of the national capital region (NCR) in the coming months.

"Sorted is not attempting to change the way India buys F&V, it's plugging the inefficiencies that plague the existing supply chains. We have undertaken multiple POCs over the last 9 months to solve for the known industry issues, especially wastage, while answering for growth and profitability, said Anant Goel, the Founder & CEO of Sorted.

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