This Pune based Food Tech Startup Entitles to Habituate Punekars to a Fruitful Routine Balancing Nutrition & Taste

This Pune based Food Tech Start Up Entitles to Habituate Punekars to a Fruitful Routine Balancing Nutrition & Taste

We are publishing an interview of Mr. Pramod Dongare, Co Founder & Operations Director, FRUITIZM.

Brief introduction about the core team of founders:

Pramod Dongare, Co Founder & Operations Director, FRUITIZM
Pramod Dongare, Co Founder & Operations Director, FRUITIZM

The journey started way back in 2011 as sole proprietary venture of single table and in every year further a jewel of person in the team introduced with diverse skill to initiate the spark as a new venture contributing in diverse domains. With 7 Private limited companies nested under one roof, Fruitzm belongs to one of those from BTW group of companies.

  • Mr. Deep Bhong – Managing Director: Deep shines as a true leader, not just the founder, encouraging employees to come up with innovative ideas. His vision is to grow with everyone and not just individually.
  • Mr. Vishal Terkar – CEO: With an experience of over 10 years in the field of finance,economics , HR and Marketing he strives to build corporate relationships and business development plans of expansion in every metro city of India up till a global presence.
  • Mr. Pramod Dongare – Operations Director: Pramod focuses on successful implementation of an integrated business execution system. He strives to deliver a combination of quality, price, ease of purchase with an unparalleled and accurate service in a competitive market.
  • Mr. Vivek More – Marketing Director: Effective and seamless integration of strategy deployment, performance management, process excellence, and high-performance teamwork by aligning and linking marketing strategies and actual execution is Vivek’s core role.
  • Mr. Datt Dongare – Technical Director: Datt initiated his professional career by specializing in software development, conquering many complex applications and issues, with an experience of over five years, handling complete responsibility of technical development.

What is the problem you are trying to solve? Can you share with us any insights that led you to believe that this is a big enough problem? 
The break time or the meal time of any employee is always ending up with junk and fast foods. The snacks market is completely incapable to serve the need of nutritional values , hence Fruitizm’s thought is to comply or accompanying with the everyday meals to infuse health habits and nutrition equally.

To be best suited and make a layman habitual to healthy food habits , that is not actually replacing your everyday meals , rather supporting in it – fruits is the first thought nobody would deny. Nobody in the world needs to be explained why you must consume fruits, right ?

What is the uniqueness about your Startup? 
In 2016 BTW Group of Companies( acquired Fruitizm brand nested under venture “Pisum Food Services Private Ltd.” , even though the group’s major stake is into hospitality and tourism industrial services.

The company has launched the re-branded Fruitizm with feasibility of Android App for placing orders. The brand is now refurbished with the concept “Health is Wealth”. The Objective is to provide something healthy for people which justify the people’s stomach with healthy snacks.

Our fruit subscription include:

  • Fresh cut fruits pack
  • Raw fruits

Below are some of the points we take care while serving to our valuable clients:

  • We being Private limited company, have to follow highest level of quality standards.
  • All the fruits and fruits preparations provided are ready to consume. Including whole fruits.
  • We keep the variation of fruits on daily basis. It has a composition of three variants. Precisely, Indian seasonal fruits, Indian Premium Fruits & Imported premium fruits.
  • All the packing for the fruits will be very handy and attractive.
  • We do not use any chemical process to ripe the fruits


What is the revenue model? Explain your thought process.
The revenue model is subscription of Fruit back to be served on daily basis –

The Single fruit pack composition is as following –

  • Particulars
  • Perks
  • Weight
  • 250 gms
  • Variety
  • 6 to 8 types of fruit

Served with: Fork and seasoning – Chaat Masala , spices etc

Bifurcation of Fruit composition:

  • Exotic Fruits (On Demand)
  • Berries
  • Litchi
  • Mango steen
  • Imported Premium Fruits
  • Kiwi
  • Dragon fruit
  • Globe Grapes
  • Indian Premium Fruits
  • Variety of Mangoes
  • Red Guava
  • Strawberries

Who are the consumers that you are targeting? 

Individual subscriber be it office or home based serving

Why Fruitizm? Not a local vendor:

  • Fruits delivered would be ready for serving and consumption as previously undergoes washing and drying hygienically.
  • Fruitizm serves best sorted, segregated fruits
  • Fruitizm serves naturally ripened & carbide free fruits
  • Fruitizm follows the specification of FSSAI standards
  • Procure from the best sources i.e direct farmers

Benefits to individual subscriber –

  • Fresh Delivery everyday at threshold
  • Fair reasonable pricing & quantity
  • No need to order everytime, just subscribe & relax
  • Exciting varieties everyday
  • Fixed monthly budget

Subscription Method for individual subscriber:

Each individual employee can avail the “monthly Fruit pack” Only for Rs.1500/- to be served on daily basis which will be served 26 time, excluding Sunday.(we consider the leaves during the subscription and same will be added to your subscription)

Corporate and MNC’s to substitute junk food, fast food and unhealthy snacks.

Why Fruits than a junk food / Indian snacks / fast foods?

  • Increase the productivity
  • Health Benefits
  • Right meal substitute for office meals
  • The corporate features
  • Free delivery
  • Customer Service
  • Ready to consume while work
  • After sales Service

Corporate Subscription Method:

  • If the company bears the cost inorder to avail the service for their employees.
  • We can serve customized packs as per demand & budget
  • Serves – 26 days
  • No delivery on sunday
  • We consider the leaves during the subscription and same will be added to your subscription

What is the big picture of your startup? Will it lead to something bigger? If so, how? 
Our Aim is to foster nutritious food habits to build healthier nations by delivering healthier food in every day meals by balancing taste and nutrition.

This Pune based Food Tech Start Up Entitles to Habituate Punekars to a Fruitful Routine Balancing Nutrition & Taste

What is the success story of your startup in your own words? 
2011 – Time of Business Excavation

  • Foundation of BTW Visa Services as single table company

2013 – Break through into holiday division

  • Foundation of Journey Cart Holidays

2013 – Expansion of Parallel services to BTW’s Operation , expanding ancillary services and scope Foundation of PEC Attestation and Apostille

2014 – Deep dive into one stop shop for all the Travel & Tourism Services under one roof Expansion of Air Ticketing , Forex and Travel Insurance Division.

2014 – Time of Market Observation BTW’s First Branch at PCMC

2015 – Uncovering business strengths and personal in-depth reflection

2016 – Year of Transformation through horizontal and vertical Business expansion

BTW’s Second Branch commencement at Mumbai

2016 – Out of the Box thinking time..!

Acquiring Pisum Food services – Fruitizm.

2017 – BTW’s Third branch exclusively out of the state – @ Ahmadabad , Gujarat.

2017 – Amalgamation of all the ventures nested under one roof as BTW Group of companies with corporate office expansion spacing 4000 square feet of infrastructure, the biggest leap ever.

Any other information about your startup that you would like to share with us.
At Pisum food services we are committed to provide exceptional service. There can be absolutely no compromise when it comes to food. What makes us different from others is, our love for food and our passion to do our best to serve you. Our highly competent service and customer attention drives the growth and innovation of our venture.

Our menus are designed to be as customized and personalised as possible, our most important strength being the trust our customers lay in us. Visit to know more about us.

Thanks Pramod. Best of luck!