Sorted, India-based fresh fruit and vegetable tech platform, founded by ex-Milkbasket cofounder Anant Goel, has raised $5 million as a part of its ongoing seed funding round to grow its business.

The tech-driven F&V (fruits and vegetables) platform enables access to straight-from-the-farmers, and quality fruits and vegetables, at a highly competitive price and reduced sourcing time to customers per orders placed via WhatsApp and its mobile apps. The startup has been running pilots over the past 9months.

It has set up kiosks in large societies in Gurugram through a franchise model and is set to go live in the other parts of the NCR region in the coming months. According to its LinkedIn page, it has around 30 employees and over 1,000 app downloads on the Play store.

Sorted currently competes with Otipy and Bigbasket’s Fresho among others in the fresh product delivery market in the region.

Venture capital firms Beenext, White Venture Capital and NB Ventures have participated in the ongoing fundraising while Snapdeal co-founders Kunal Bahl and Rohit Bansal have also invested in the round, according to the company’s documents filed with the corporate affairs ministry (MCA).