India’s second largest quick commerce player with a total of 250 dark stores across 7 cities, Fraazo has been persistently growing their customer base and reach across the country by unlocking almost one dark store every 8 hours. To generate more awareness surrounding the brand’s one touch delivery model offering fresh vegetables and fruits from farm to fork, Fraazo set up multiple kiosks across the city between 18th to 24th December.
Targeting customers at key touch points, the green grocer’s installations were placed at all crucial metro stations with two mascots dressed as fruits to draw attention towards the brand and what it stands for. By sharing the importance of consuming farm fresh groceries, Fraazo not only wanted to encourage customers to indulge in healthy eating habits but also wanted to remind them that convenience and safety are two fundamental aspects that cannot be ignored. The objective of placing the kiosks at metro stations was to enable direct consumer connect and drive higher impact and visibility by grabbing the attention of customers in a public place.
Considering the festivities and end of year chaos, Fraazo wanted to highlight how customers can enjoy the celebrations of the season by choosing a platform that will not only assure freshness but also safer produce as their delivery model ensures there is no more than ‘one touch’ from the process of ordering to final delivery at the customer’s doorstep.
Fraazo also collaborated with multiple Instagram Influencers who helped magnify the message through their social media platforms. Discounts and goodies were distributed to reward consumers who showed up at the kiosk and engaged with the brand. The activity saw an average of 50,000 visitors across all metro stations, testifying its success.
Speaking about the campaign Atul Kumar, Co-Founder & CEO, Fraazo said, “Our aim is to reach out to customers on a large scale. We are synonyms with freshness and safe produce and we want to magnify that through our consumers. Through our one-touch delivery model focusing on hygiene and utmost quality assurance, we want to create a strong brand recall. Not just that, we particularly want consumers to practice eating healthy in their daily lives by making changes that are not only convenient and healthy for them but their families too.”
First ones to establish the concept of dark stores, Fraazo is one of India’s largest green grocer and quick commerce start-up that was founded in 2019 by a team of four IIT IIM graduates, Atul Kumar, Vikas Dosala, Sumit Rai and Aashish Krishnatre. Fraazo has developed expertise in managing end to end supply chain for perishables and rapidly scaling up network of dark stores across cities. Fraazo aspires to serve 20 million households by end of 2022. Success Story of Fraazo is backed by WestBridge Capital, Sixth Sense Ventures, Equanimity Investments, Apar Group, along with leading Indian family offices, including Manish Choksi of Asian Paints.