Our Vision

Improved rural livelihoods and quality urban food systems.

Our Mission

To promote rural entrepreneurship and empower farmers through digital transformation.


Fresh & Tender is a startup in Agri Food Supply Chain space, with the motto "Good for Farmers & Good for Us". Bootstrapped by Bengaluru based doctor couple with a vision to bridge the gap between Farm & Fork. They have taken a baby step with this E-Commerce platform and hoping to make a difference through digital transformation. The founders are on a mission to turn around the fortunes of small farmers with E-Commerce backed by real-time synchronization of supply and demand.

Transition from Medicine to Agri was the result of our reverse migration to our native village during lockdown.

Tarun G Murthy

Dr. Tarun G Murthy

Founder & CEO

Meenakshi G

Meenakshi G

Co-Founder & COO

Cartherin Forres

Next can be YOU