Nurturing Green, founded by Annu Grover, has been witnessing significant growth, particularly after its appearance on Shark Tank India. The company, which focuses on green gifting and gardening solutions, has been expanding its reach through multiple channels, with a strong emphasis on quick commerce platforms like Blinkit and Zepto.
In a recent interview, Grover revealed that the brand is now preparing for a Series A funding round to further scale its operations. The funding will primarily be used to enhance their presence in quick commerce, expand their offline retail footprint, and invest in new growth initiatives.
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Quick Commerce as a Major Growth Driver
Nurturing Green’s rapid scale-up has largely been driven by the growing popularity of quick commerce platforms. Grover shared that the brand has been able to tap into a new customer base by offering gardening products like potting mix, planters, tools, and small plants through platforms like Blinkit and Zepto, where delivery times are often as low as 10 minutes.
Grover believes quick commerce will fundamentally change the gardening industry. “If you’re gardening at home and suddenly run out of potting mix, you’re not going to a nursery; you’ll simply order it on Zepto or Blinkit,” he explained. This shift in consumer behavior has led the brand to significantly expand its product portfolio on quick commerce platforms, catering to the growing demand for gardening essentials.
Balancing Growth and Profitability
While Nurturing Green is scaling rapidly, Grover is also mindful of the challenges associated with quick commerce. Lower average order values (AOV) and higher distribution costs remain hurdles, but Grover is optimistic about the long-term potential. He noted that quick commerce is helping the brand attract new customers who might not have considered gardening products otherwise.
Additionally, the company continues to strengthen its offline retail presence through partnerships with modern trade stores and by enhancing its visibility in general trade (GT). This balanced approach aims to create a sustainable growth trajectory for Nurturing Green.
Future Plans and Series A Funding
Grover confirmed that Nurturing Green is now preparing to raise capital through a Series A funding round. The fresh capital will be directed towards three key areas — expanding their quick commerce business, strengthening their offline presence, and launching large-scale garden centers to cater to B2B segments such as architects and landscaping professionals.
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With a clear focus on making gardening more accessible through quick commerce and expanding its offline footprint, Nurturing Green is poised to become a market leader in the green gifting and gardening solutions space. Grover remains confident that their multi-channel strategy will position the company for sustained long-term growth.
