To launch a wholesale business of fruits and vegetables in India, Tata Chemicals has entered into a joint venture with Ireland’s Total Produce. The 50:50 joint venture is called Khetse Agriproduce India, and has opened the first cash-and-carry outlet in Ludhiana.
Khetse Agriproduce’s second centre will come up in Mumbai, followed by 20 more units across the country.
Confirming this to media, Homi R Khusrokhan, managing director, Tata Chemicals, said: “The JV company will invest almost Rs 212 crore for setting up around 20 cash-and-carry distribution centres in the country.”
Describing the business model, Khusrokhan said that the company collects fresh fruits and vegetables directly from farmers by paying them the market price, and then distributes the products through the Khetse centres.