India's fresh produce trade involves multiple layers from importers to retailers, with a limited number of large importers traditionally controlling access to top exporters across the world, says Shashank Srivastav, Associate Director at Ninja Global. "We entered the fresh produce market in 2021 as the international arm of Ninjacart, shifting from a direct importer model to a B2B marketplace designed to open access for smaller importers."
According to Srivastav, "India's fruit import ecosystem includes about 1100 importers, of whom 90% heavily depend on the top 50 for supply. There was a huge market access gap, and we built sourcing capabilities to help the remaining 1050 importers enjoy the same benefits, without having to pursue local importers or thousands of exporters worldwide."
© Ninja Global
The platform currently connects Indian importers with international suppliers from 16 countries across six continents and covers apples, citrus, kiwis, pears, and exotic fruits, Srivastav shares, highlighting recent efforts to add apple varieties from Poland and Italy as well as citrus from South Africa, Egypt, and China.
Over the past two years, the platform facilitated around 600 containers, empowering close to 40 active importers who procure directly from its network of international suppliers, Srivastav mentions. "The shipment comes in the importer's name, with Ninja Global simply acting as a notifying party. A critical aspect was addressing exporter concerns about payment risk and quality disputes. We take care of exporter sensitivities through payment guarantees and third-party quality inspections upon shipment arrival, promising compensation for substandard produce, Srivastav explains.
© Ninja Global
With a "two-way benefit" reassuring both exporters and importers, Srivastav emphasizes that exporters can grow their business in India with reduced risk. Looking ahead, "Ninja Global looks forward to expanding both importer and exporter bases while focusing on diversified sourcing and new product categories. Overall, we aim to level the playing field by connecting all kinds of fresh produce stakeholders through a transparent, technology-enabled marketplace which helps navigate challenges and expand trade."
For more information:
Shashank Srivastav
Ninja Global
Mob: +91 95 32 104 220
Email: [email protected]
www.ninjacart.com