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Nutrifresh to strengthen presence in healthy food market
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Wednesday, 21 October, 2026, 08 : 00 AM [IST]
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Anurag More, Mumbai
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Nutrifresh Farm Tech India Pvt. Ltd. is looking to strengthen its presence in India’s evolving healthy food market through controlled-environment agriculture, technology-led cultivation, improved supply chain efficiency and a growing portfolio of convenient food products. The company expects demand for safe, nutritious and traceable fresh produce to increase over the next three to five years, driven by changing consumer preferences, organised retail and the expansion of quick commerce.
According to Sanket Mehta, CEO, co-founder and whole-time director, Nutrifresh Farm Tech India Pvt. Ltd., the future of India’s fresh food industry will depend not only on increasing production but also on improving post-harvest handling, distribution efficiency and alignment between cultivation and market demand.
Citing the Ministry of Agriculture and Farmers Welfare’s June 2026 estimates, Mehta noted that India’s horticulture production is expected to reach 377.78 million tonnes in 2025–26, representing a 1.9per cent increase over the previous year’s final estimate. However, he emphasised that higher output must be supported by efficient supply chains and better coordination between farmers and buyers.
The company sees controlled-environment agriculture as an important part of this transition. By managing growing conditions and planning cultivation according to anticipated demand, Nutrifresh aims to improve product consistency and ensure more predictable supplies.
Mehta identified three key trends shaping the healthy food industry: increasing demand for transparency in food sourcing, greater use of technology in cultivation and supply chain planning, and growing consumer preference for convenient access to fresh produce. He also highlighted the importance of addressing weather-related supply disruptions and price volatility through more responsive distribution systems.
Nutrifresh sees opportunities to expand its distribution network across Tier II and Tier III cities, where demand for consistent-quality fresh produce can be served through locally aligned supply chains. The company is strengthening its presence in western India while preparing for expansion into western and southern markets, including Bengaluru, Hyderabad and Chennai. Coimbatore and Kochi are also among the cities offering potential for regional growth.
Its distribution strategy focuses on organised retail, food service and reseller networks catering to hotels and restaurants. According to Mehta, successful expansion requires an understanding of local purchasing patterns, price sensitivity, product requirements and logistics before additional capacity is committed.
The company is also focusing on cost management through annual crop planning, demand forecasting and inventory optimisation. Its Annual Crop Planning process aligns planting and harvesting schedules with anticipated market requirements, helping cultivation and sales teams plan availability and customer engagement.
Nutrifresh's integrated post-harvest operations include sorting, grading, packaging and cold storage. The company combines its own refrigerated fleet with third-party logistics partners to serve different markets. Its proximity to major consumption centres enables it to deliver produce within 24–36 hours of harvest, according to Mehta.
Technology is central to Nutrifresh’s approach to cultivation and quality management. Its controlled-environment farming operations use sensor-based monitoring, precision irrigation and IoT-enabled fertigation systems to manage crop requirements and optimise resource use.
The company also employs QR-enabled traceability to provide consumers with information about the origin of their produce, supporting transparency and confidence in food quality. Its quality-control measures include maximum residue limit (MRL) testing against applicable food-safety requirements, alongside standard operating procedures for cultivation, harvesting and packaging.
Mehta said Nutrifresh's operations are supported by standards and certifications including ISO, HACCP, GLOBALG.A.P., FSSAI and APEDA. He added that consumer trust must be built through consistent quality, reliable processes and verifiable product information rather than marketing claims alone.
Packaging also forms part of the company's post-harvest strategy. Nutrifresh focuses on selecting packaging formats according to the characteristics of individual crops, with the objective of protecting produce, facilitating handling and reducing avoidable losses. Mehta noted that packaging must work alongside appropriate storage, timely harvesting and efficient distribution to maintain freshness and shelf life.
Changing consumer preferences are also influencing the company's product development strategy. While taste, affordability and convenience remain important purchasing factors, greater access to digital information is encouraging consumers to explore new ingredients and pay closer attention to sourcing practices.
Nutrifresh's core portfolio comprises more than 50 fresh-produce stock-keeping units (SKUs), including bell peppers, zucchini, cherry tomatoes, seedless cucumbers, lettuces, Indian and exotic leafy greens, and herbs. The company serves organised retail, quick commerce, quick-service restaurants (QSRs) and the hotels, restaurants and catering (HoReCa) segment.
Through its wholly owned subsidiary, Nutrifresh Food Processing Pvt. Ltd., the company is also expanding into ready-to-cook, ready-to-eat and ready-to-serve products. The portfolio includes cut vegetables, dried herbs, dressings and sauces, catering to consumers seeking convenient meal preparation options.
Nutrifresh is integrating resource-efficiency measures into its farming operations, with a particular focus on water management, waste reduction and transportation. According to Mehta, its controlled-environment farming practices are designed to reduce water consumption by more than 60per cent compared with traditional open-field farming.
The company uses precision irrigation, sensor-based monitoring and water-recirculation systems, alongside rainwater harvesting and farm ponds. Its reported rainwater collection capacity is up to 55 million litres annually. Other initiatives include recycling packaging waste, composting organic farming residues and deploying electric vehicles for internal logistics and on-site transportation.
Locating farms and warehouses near major consumption centres is another part of its approach, helping reduce transportation distances while enabling faster deliveries. Mehta emphasised that sustainability must be assessed across the entire value chain, encompassing water and energy consumption, waste management and transportation, rather than through isolated initiatives.
The company’s focus on hydroponically grown, residue-free produce, traceability and food processing reflects its broader strategy to respond to demand for healthier and more convenient food choices. As the Indian market evolves, Nutrifresh aims to combine technology-led cultivation with reliable distribution and product innovation to make quality fresh produce more accessible while maintaining operational efficiency and consumer confidence.
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