Can hyperlocal etailers up the game and take the fight to big players?

The entry of Agrify Organics into farm produce e-retailing was purely accidental. Till about a year ago, the startup only sourced fruits and vegetables for large supermarket chains and restaurants in Maharashtra. Then India went into lockdown in March 2020, and Agrify team decided to help a few senior citizens in Mumbai by delivering fruits and veggies on their doorstep. They sent a WhatsApp message to a few friends, informing them of this