National, 6th July 2022: With the Indian imported fruit market set to achieve record growth, L’exotique the premium fruits brand from the house of WayCool Foods today announced plans to make in-roads into the tier-2 & tier-3 regions. As a first step in this direction, the brand has partnered with 20 franchises from across the country and plans to further expand its franchise network by adding a total of 100 partners by the end of this fiscal year. L’exotique, one of the youngest imported fruits brands in India, offers an assortment of premium fruits including Apple, Orange, Kiwi, Dragon Fruit, Grapes, and berries sourced from the finest of orchards and groves from 10 different countries.
Commenting on this, Mr. Amrit Bajpai, COO – WayCool Foods said “We are pumped to expand our presence to 20 more locations in India. The Indian premium fruit market is burgeoning, and we see great potential especially in the tier-2 & tier-3 markets – customers in these markets are looking for healthy snacking alternatives. The new franchise partners and our foray into the rural markets will certainly add strength to our growing business.”
As part of the announcement, the brand also extended the features of the in-house built app “WayCool App”, for the franchise partners to seamlessly place and track orders of consignments from across continents. In addition to this, L’exotique will also help its partners to plan and execute 360-degree marketing activities to increase offtake. Through this effort, WayCool aims to become a supply, marketing, and technology partner for the franchises.
“Health-conscious consumers and their exposure to exotic fruits varieties in the recent past has fueled the growth of the Indian premium fruit market. While the segment is set to grow in double digits, we noticed a major gap in the supply chain in tier-2 & tier-3 cities in India. The current supply requirements in these regions are fulfilled by agents in port cities, who scout the market every day for material and communicate availability to the traders in the smaller towns. However, there is a lack of consistency in availability of the produce and the quality of the fruits. With our global sourcing prowess, strategic tie-ups with orchard owners across 15 countries, technology capabilities, stringent quality control, and super-efficient supply chain, we can help our partners have worry-free and seamless business supplies. We are thus expanding the market and reach of premium fruit across India” he further added.
WayCool announced its foray into the premium imported fruits business with the launch of L’exotique in 2019. Today the brand has presence in locations like Delhi, Mumbai, Chennai, Jaipur, Patna, Guwahati, Kanpur, Chandigarh. The brand also recently announced its entry into the B2C space by offering its range of fruits in select retail outlets across key regions in India.
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About L’exotique: L’exotique is one of India’s largest and fastest-growing premium fresh fruit brands introduced from the house of WayCool Foods. Known for its quality, the distinctiveness of variety and traceability, achieved by sourcing directly from the choicest of the orchards across the globe and moving the product through a state-of-the-art supply chain. L’exotique offers the Indian consumer a taste of the world and gives the world a taste of Indian fruits. L’exotique’s wide assortment of fresh fruits include Apples, Oranges, Kiwis, Avocados, Strawberries, Blueberries, Plums, Pears, Grapes, and Dragon Fruits.
About WayCool Foods: WayCool Foods is India’s leading Food and Agri-Tech platform. Focusing on food development and distribution, the company leverages innovative technology to scale and operate a complex supply chain from soil to sale. Through its farmer engagement program – Outgrow, WayCool works with 150k farmers. WayCool operates a full stack, broadline product range across multiple channels and categories such as fresh produce, staples, and dairy, serving over 100,000 clients in the general trade, modern trade, and food services space. WayCool’s consumer brands basket consists of Madhuram, Kitchenji, L’exotique, and Freshey’s to name a few.
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