SaaS analytics firm Wingify backs B2B marketplace VegFru

Delhi-based SaaS analytics startup Wingify Software Pvt Ltd has invested an undisclosed sum in VegFru, an online B2B marketplace for vegetables and fruits founded by one of its directors, Anil Chopra.

The funds will be used for team expansion and development of the VegFru platform as well as mobile apps for buyers and sellers, Chopra, who is also the CFO of Wingify, told TechCircle.in.

"Our expansion plans include presence in 15 major clusters in India so as to onboard vendors and facilitate trade efficiently," he added.

Founded in 2009, VegFru, run by Field Fresh Vegfru Pvt Ltd, connects farmers and suppliers of fruits and vegetables with retailers, restaurants, hotel chains, exporters, importers, institutions besides mainstream wholesalers.

VegFru.com, which claims to have more than 5000 vendors on its platform, has tied up with various transportation, packaging and export advisory firms to offer logistics support. The website also serves as a third-party platform where suppliers and buyers can agree to an escrow payment until the products are delivered. The startup also offers agro-related consultancy services, machinery and equipment supplies, quality control and assurance support and cold storage facilities to the traders on its platform, it said in a statement.

"There is a very informal usage of technology when it comes to the whole supply chain of fruits and vegetables. You don't see many innovators in the B2B agriculture space using technology," Paras Chopra, CEO of Wingify told Techcircle.in.

In November 2015, Wingify had acquired Navilytics, a visitor analytics solution platform for websites. In September 2014, it had acquired Chicago-based Concept Feedback LLC, a community for locating and contracting with website design and user experience (UX) experts, for an undisclosed sum.

Founded in 2009 by Paras Chopra, Wingify is a SaaS company whose flagship product VWO allows marketing professionals to create different versions of their websites to check out which one produces maximum conversion/sales. VWO is also a multivariate testing tool with additional features such as behavioural targeting, usability testing and heat maps.