4Fresh is built the simple principal of providing the discerning Indian families with the food ingredients of their choice, at the price they want it in. Since 2008, our endeavour has been to source materials that make them really happy. The path has not been easy. The knowledge that Indians are cost sensitive is well known. But the burgeoning middle class with their purchasing power was not to compromise in quality either. In fact, our research reveals that they have great problems of perception of even with refrigerated products.So far, 4 fresh has been able to live up to the expectations of its patrons. The business offering of 4 fresh today incorporates the best of the organised retail sector on one hand, and the unorganised fruit and vegetable vendor on the other.