Rudra Agro Fresh Pvt Ltd was set up 2010 by a group of progressive apple growers from Himachal Pradesh to address the needs of the apple growers of the state. The objective of the company was to create postharvest infrastructure for small and marginal farmers and provide them with a platform to maximize their returns. Rudra Agro Fresh Pvt. Ltd, through its brand farmdirect is focussing on post harvest management and strengithening fresh produce supply chain. The company has multi location procurement and packaging centres across Himachal, with prime focus on Fresh Fruits, Exotic Vegetables and Organic produce. Company activities include Pre & Post harvest management, farm level procurement, developing supply chain management for fresh fruits & vegetables, marketing and retailing.