New Delhi, July 21 -- Back in 2015, Varun Khurana, then 35, sold his year-old grocery delivery startup, MyGreenBox, to what is now known as Blinkit. Back then, it went by the name Grofers. Khurana, a computer science graduate from the Indian Institute of Technology, Delhi, worked with Grofers for a year. Here, he learnt something interesting-fresh fruits and vegetables were just 2% of sales but accounted for a fifth of consumer complaints.

That's too much trouble for too little business, one might think. Khurana thought otherwise.

The problem appeared to him as a window of opportunity: to reduce wastage in the fresh produce supply chain and create value for both farmers and consumers. Besides, a farm-to-table fresh produce venture could...