Freshness first
We’d rather sell out by evening than carry anything over. Daily turnover keeps everything honest.
Our story
We’re a family living at The Ornate, and Fresh Roots is the store we wished our building had.
How it started
Tired of settling for tired produce.
Like most families at The Ornate, we did the rounds, the hypermarket that doesn’t really do fresh fruit and vegetables, the quick-commerce apps where you never quite know what will turn up, the roadside vendor with no telling how old anything is. Good produce, it turned out, was the one thing our lovely new neighbourhood didn’t have.
So we decided to fix it ourselves. We started going to Pune’s big wholesale market before dawn, choosing the best of the morning’s arrivals by hand, and bringing it back for a few neighbours. Word spread quickly. It turns out we weren’t the only ones who missed real, fresh food.
Stock less, but stock it better, and sell it the same day it’s picked.
That’s the whole idea behind Fresh Roots. We’re not trying to be everything to everyone. We’re a small, careful produce store run by people who live upstairs, who answer their own WhatsApp messages, and who will happily swap that slightly-too-ripe papaya for a better one.
, The Fresh Roots familyThe Ornate, Baner
6 hrsMarket to your door
5 AMAt the market daily
120+Items, in season
FreeDelivery in your society
How we work
Three things we refuse to compromise on.
Where it comes from
Every morning we’re at the wholesale market yard picking that day’s vegetables and fruit by hand. For naturally grown staples and exotics, we buy direct from the Abhinav Farmers Club, a respected collective of farmers in the Mulshi hills. Buying direct means fewer hands in between, fresher produce, and a fairer price for everyone.
Six hours, not six days
Most produce travels for days through warehouses and middlemen before it reaches a shelf. Ours is picked at 5 AM and laid out in the store by 7:30, usually in your kitchen within six hours of leaving the market. That’s the difference you taste, and the reason it lasts longer at home.
Clean, in plain sight
Our packing station sits out in the open because we’ve nothing to hide. Produce is washed, sorted and checked, kept in separate cold zones, and packed by gloved, trained staff. If something isn’t good enough for our own table, it doesn’t go on the shelf.
What we believe
Small store, simple values.
Fair prices
Buying direct keeps costs down, and we pass that on. Premium quality shouldn’t mean silly prices.
Real relationships
We know our regulars by name and remember what they like. That’s something no app can do.
Less waste
Selling fresh and selling daily means very little is thrown away, better for you and the planet.
Fresh tomorrow morning
Ready when you are.
One message is all it takes. Tell us what you need and we’ll have it at your door tomorrow morning.
Message us on WhatsApp