### **Overview** Prime Fresh Limited (PFL), incorporated in 2007 and headquartered in **Ahmedabad, Gujarat**, is a **fully integrated agri-value chain company** specializing in the **post-harvest supply chain management of fruits and vegetables (F&V)**. Listed on the **BSE** (Main Board since Q1 FY26), the company has evolved into one of India’s leading organized players in the highly fragmented F&V sector. With over **18 years of operational experience**, PFL serves both domestic and global markets through a vertically integrated, technology-enabled, and farmer-centric business model. --- ### **Core Business Verticals** Prime Fresh operates under two principal business lines: 1. **Fruits & Vegetables (F&V) Supply Chain** 2. **Third-Party Logistics (3PL) and Warehousing Services** #### **1. F&V Supply Chain Business** PFL provides **end-to-end services** across the post-harvest value chain: - Sourcing & Full Farm Procurement - Post-Harvest Management (sorting, grading, ripening, packing) - Cold Storage & Warehousing - Market Linkages (B2B, B2C, APMCs) - Distribution to Modern Trade, E-commerce, HoReCa, Exporters, and Food Processors **Key Products:** - Core Portfolio (9 categories): **Mango, Pomegranate, Onion, Orange, Banana, Grapes, Apple, Sweet Lime, Tomato** - Expanded to **imported fruits**, **organic produce**, and **value-added vegetables** (capsicum, green peas, carrots) PFL manages an **annual sourcing capacity of over 200,000 tonnes** of fresh produce, with a sales capacity of **80,000 TPA**. It handles **over 600 tonnes of produce daily** through its network. #### **2. 3PL and Logistics Services** PFL offers **end-to-end third-party logistics solutions** for agriculture, FMCG, and pharmaceutical products. - Operational capacity: **Over 6 lakh tonnes per annum** - Services: Cold storage, ripening, warehouse management, C&F (Carrying & Forwarding), packaging, and facility management - **Serves major clients** including **Reliance Industries Limited (RIL), Agility Logistics, Waghbakri Tea, Intas Pharma**, and **Bisleri** - Manages **over 450 tonnes daily across 16+ locations** --- ### **Geographical Presence & Sourcing Network** - **Operates across 18 states** and **85 districts** in India - **Sourcing Hubs:** Maharashtra, Gujarat, Rajasthan, Uttar Pradesh, Himachal Pradesh, and Jammu & Kashmir - Strategic sourcing from key crop belts: - **Nashik** (onions), **Ratnagiri** (mangoes), **Dechu, Jodhpur** (pomegranates) - **Exports** to **6 countries**, including the **UAE, Netherlands**, and other markets for mango, grapes, and pomegranate **Farmer & Partner Network:** - **Over 120,000 farmers** (directly linked) - **40+ FPO partnerships** - **2,440+ suppliers & aggregators** - **85+ APMC partners** - Supplies to **4,000+ SME buyers (GT buyers)** --- ### **Supply Chain Infrastructure** - **Collection & Distribution Centers (CDCs):** 16+ locations (seasonal and permanent) - **Distribution Centers (DCs):** 7 dedicated centers, including recently launched facilities in **Lucknow, Bengaluru, and Hyderabad** - **Packhouses & Cold Storage:** - **35+ APEDA-approved packhouses & cold storage units** in Gujarat, Maharashtra, and Rajasthan - Owns a **fully integrated packhouse in Naroda, Ahmedabad**, with pre-cooling, ripening, grading, and packing - **Warehousing Capacity:** Over **400,000 sq. ft.** collectively - **Cold Chain Fleet:** Equipped with **refrigerated mobile vans** and 24/7 logistics support across 19+ locations --- ### **Technology & Innovation** - 24/7 operations with **technology-driven supply chain execution** - Uses **data analytics, AI, and blockchain** for **traceability, predictive sourcing, and real-time monitoring** - Developed an **internal mobile app** for field teams to improve reporting and productivity - Plans to integrate **eco-friendly and sustainable packaging** solutions --- ### **Key Strategic Initiatives (2025–2026)** 1. **Geographic Expansion:** - Deepening presence in **North, Northeast, and Southern India** - Strengthening operations in **UP, Bihar, Madhya Pradesh, and Karnataka** 2. **Product Diversification:** - Entry into **banana category** with sourcing in **Maharashtra** and markets in **Delhi, Haryana, Punjab** - Launching **value-added products** like **frozen foods, ready-to-eat snacks, and pomegranate arils** - **Acquired Poonaagrocart LLP (Mar 2021)** — a producer of frozen Indian snacks (e.g., samosas) - Poonaagrocart revenue grew from ₹9.77M (FY22–23) to ₹28.79M (FY24–25), indicating strong potential 3. **Export & Brand Development:** - Building branded 'Prime Fresh' export offerings with **traceability and premium packaging** - Targeting global markets in **Europe, Middle East, and Asia** through export partners 4. **Omnichannel Sales Strategy:** - Expanding into **HoReCa, general trade (GT), APMCs**, and **e-commerce quick-commerce platforms** - Key Clients: **Reliance, Amazon, Blinkit, Zomato, Swiggy, Udaan, Ninjacart, BigBasket, Jiomart** - Launched **B2C e-commerce platform (primefresh.in)** with home delivery model 5. **Peri-Urban Development Projects:** - Proposed **INR 150 crore investment** over 3 years to build **Peri-Urban Vegetable Clusters in Nashik and Pune** - Aims to strengthen sourcing, backward integration, and value-addition across **12+ crops** - Project cleared by **National Horticulture Board (NHB)** in preliminary phase 6. **Sustainability & Farmer Integration:** - Commitment to **same-day payments**, **100% farm procurement**, and **guaranteed pricing** - Offers training in **sowing, crop protection, post-harvest practices** - Promotes **organic farming, permaculture, and FPO-based collaborations** --- ### **Financial & Operational Highlights (Nov 2025)** - **Annual Handling Volume:** ~33,000–34,000 metric tons in FY25 - **Procurement Bandwidth:** ~200,000 TPA - **Daily Handling Capacity:** 600+ tonnes (F&V) - **Service-Level Compliance:** >99% - **Strong Client Retention & Diversified Base:** - Serves **over 15,000 B2B and B2C customers** - Operates across **7 business segments** (modern trade, e-commerce, exporters, food processors, etc.) --- ### **Leadership & Governance** - **Managing Director:** Mr. Jinen Ghelani (29 years in horticulture, retail, and FMCG) - **Whole-Time Director:** Mr. Hiren Ghelani (27 years in finance & strategy) - Leadership focused on **backward/forward integration, geographic expansion**, and **digital transformation** --- ### **Key Differentiators** - **Fully Integrated Model:** One of the few national-scale F&V supply chain players with **full backward and forward integration** - **Technology & Traceability:** End-to-end digital control, reducing **post-harvest losses to below 3%** - **Farmer-Centric Approach:** Deeply embedded network, ensuring **equity, transparency, and empowerment** - **Omnichannel Reach:** Single-point accountability across **B2B, B2C, domestic, export, modern trade, GT, and e-commerce** - **Scalable Infrastructure:** Designed for rapid deployment and **low incremental cost expansion**