“The more the hard work, patience, perseverance, and persistence, the sweeter are the fruits of success.” This adage encapsulates a profound truth about achieving greatness in any endeavour. It underscores the steadfast commitment and stanch dedication required to overcome challenges and ultimately attain one’s goals.
True success is rarely an overnight phenomenon. It is the culmination of consistent effort, constant perseverance, and a resolute belief in one’s abilities. CR Fruits International Pvt Ltd is a living example of this ideology.
Sowing the Seeds
It was founded in Mangalore in 1980 by Mr MM Aboobacker, who initially began as a lemon wholesaler. Five years later, Mr Abdul Kalam joined him, and together, they aimed to transform Mangalore’s wholesale fruit market. They began sourcing fruits from larger cities like Mumbai and Delhi and initially focused on Indian varieties. The duo travelled to key farming regions in India, such as Mahabaleshwar for strawberries, Nashik for grapes, and Himachal Pradesh and Kashmir for apples, securing direct deals with farmers. This direct sourcing gave them a competitive edge, allowing them to maximize sales and become the largest fruit wholesaler in Mangalore.
Nurturing the Garden
As demand for imported fruits grew in the early 2000s, they partnered with importers to provide high-quality imported fruits to Mangalore’s residents. The next major milestone came with the entry of Mr Kalam’s son, Mr Naufil Kalam, as the Director of Operations.
Recognizing the potential of direct imports, Mr Naufil sought to bring the best fruits from around the world to India at competitive prices. He travelled to farms in countries like Poland, Italy, New Zealand, Chile, and Turkey, securing partnerships to import their fruits.
Meanwhile, Mr Kalam and Mr Aboobacker expanded their reach beyond Mangalore, establishing a distribution network throughout South India. What began with 50 containers a year grew to over 600 containers annually, bringing more than 30 varieties of fruits from 16+ countries. Today, CR Fruits International stands as the largest fruit importer in South India.
Serving the Gods
According to Mr Naufil, what sets their company apart is their commitment to the philosophy that “the customer is god. “We prioritize listening to our consumers and continuously gather feedback to understand their preferences and needs. Our research and development team works closely with our customer service team to compile these insights, enabling us to offer the fruits that our customers love.”
This approach has fueled CR Fruits’ consistent growth each year. One of its key strengths is its direct partnerships with farmers worldwide. Its procurement team maintains constant communication with them to ensure the company secures the highest quality produce at the most competitive prices, which allows it to provide premium fruits at the best prices to its customers. “Our mission is to continually improve, and we don’t see our competition as other importers but as the previous version of ourselves,” adds Mr Naufil. “We strive to outperform ourselves each year, aiming to ensure that the best quality fruits are available to every Indian at the most affordable price.”
Fruits of the World Tree
CR Fruits primarily focuses its distribution in southern India, where it stands as the largest fruit importer in the region. The company sources its fruits from key markets such as Turkey, Italy, Poland, South Africa, the USA, Chile, and New Zealand. These sourcing decisions are guided by various factors, including temperature variations, climatic conditions, rainfall patterns, transportation logistics, inflation rates, and raw material costs. Through continuous research conducted by the Procurement team, CR Fruits identifies the most suitable sourcing markets. The primary objective is to secure the highest quality fruits at the most competitive prices. Leveraging these insights, the company strategically plans its seasonal operations.
CR Fruits ensures that the logistics of its products are meticulously managed from the moment they leave the production facility until they arrive at the company’s cold storage facilities in India. The containers used for transportation are fully temperature- and atmosphere-controlled, preserving the freshness and quality of the fruits throughout the journey. This commitment to quality is evident in the attention given to every step of the logistics process. While most shipments are transported by sea, highly perishable items such as cherries and blueberries are shipped by air to ensure optimal freshness.
The import/export business involves navigating various tariffs, customs requirements, and regulations. To handle these complexities, CR Fruits has a dedicated team that ensures strict adherence to the rules and regulations set by both the Indian government and the exporting countries. Consequently, the volume of imports is higher from countries with fewer restrictions than from those with stricter rules.
Transcending the World’s Orchard
At CR Fruits, borders are seen as governance mechanisms rather than barriers. The company is driven by a vision of a world where fruits from across the globe are accessible to everyone, regardless of geographical boundaries.
At CR Fruits, the leadership emphasizes inspiring and motivating the team rather than simply directing them. The company’s approach is centred on instilling a passion for fruits in every individual, empowering them to perform at their best. “A motivated team is the cornerstone of achieving our objectives,” says Mr Naufil, highlighting the importance of a driven workforce.
CR Fruits strongly emphasizes continuous training and development to help team members reach their full potential. Regular team meetings ensure alignment with the company’s goals and create a cohesive, collaborative environment. The company views each team member as an integral part of its journey, not just as an employee, and remains deeply committed to supporting their career growth and aspirations.
CR Fruits places significant emphasis on leveraging technology to streamline operations and enhance the quality of its yield. According to Mr Naufil, “Technology has been a key driver in cultivating new fruit varieties, offering consumers a wider selection and the chance to explore flavours beyond the typical options.”
Tech-Edge to Combat Climate Change
Technological advancements have enabled the company to address challenges posed by climate change, improve shipment tracking for precise delivery planning, and integrate faster, more efficient packaging solutions. Harvesting and sorting processes have also been optimized, contributing to cost reduction and quality improvement. With cutting-edge technology integrated across all stages of fruit production, CR Fruits has automated many processes, ensuring efficiency and sustainability. The company’s dedicated R&D team continuously monitors emerging innovations, aligning with its mission to deliver the highest quality fruit at the best possible price for consumers.
CR Fruits recognizes that challenges are an inevitable part of any business, particularly in the international trade landscape. As Mr Naufil states, “At CR Fruits International, we prioritize punctuality and strive to understand the process in advance, ensuring our suppliers are paid on time and maintaining smooth relationships with them.”
Navigating international bank transactions often involves adhering to complex rules and regulations, which can sometimes result in payment delays. Despite these obstacles, the company is fortunate to collaborate with supportive banking partners in India, ensuring compliance with all requirements for seamless transactions. One of the significant hurdles CR Fruits faces is the fluctuation in dollar exchange rates, which can unexpectedly increase expenses. While the company actively works with its team to anticipate these fluctuations, unforeseen costs occasionally arise. Through diligent planning and a proactive approach, CR Fruits continues to manage these challenges effectively.
Flourishing Long-Term Relationships
CR Fruits strongly emphasizes values that nurture lasting relationships with suppliers and customers. As Mr Naufil states, “At CR Fruits International, integrity is at the core of our operations, guiding us to always act in good faith with both our suppliers and customers.” The company’s commitment to timely payments not only supports its suppliers, who face significant expenses but also strengthens partnerships based on trust and mutual respect.
Transparency in pricing and quality is another cornerstone of CR Fruits’ operations. “We aim for long-term partnerships, not one-time transactions,” Mr Naufil emphasizes. By fostering trust and adopting a customer-centric approach, the company ensures customer retention through active listening and delivering on their needs. This dedication to quality and integrity has earned CR Fruits a loyal customer base and sets it apart from competitors, solidifying its reputation as a trusted name in the industry.
How to Grow Your Own Company?
CR Fruits operates with a strong commitment to integrity and long-term objectives, a philosophy championed by Mr Naufil. He advises, “Always stay clear about your goals and operate with integrity. While it may be tempting to sacrifice ethics for short-term profits, it’s never a sustainable strategy.” The company believes that businesses with a short-term focus are often unable to sustain their position in the market.
The leadership at CR Fruits encourages aspiring professionals to adopt a long-term perspective and focus on understanding consumer needs. As Mr Naufil explains, “Success in business isn’t a sprint—it’s a marathon. Listen to consumers, grasp their needs, and tailor your offerings accordingly.” This consumer-centric approach, combined with a steadfast commitment to ethical practices, underscores CR Fruits’ strategy for sustained success and market leadership.
To Eat the Fruits of the Future
CR Fruits has outlined an ambitious Vision 2035, a decade-long plan focused on expanding its retail and agricultural footprint. According to Mr Naufil, “By 2035, we plan to establish over 100 retail outlets in major cities across India, with the first 25 set to open within the next two years. Our goal is to provide consumers with direct access to fresh fruits, bringing them from farms to homes efficiently.”
The company also plans to expand its agricultural efforts by cultivating a wide variety of fruits in India, including apples, blueberries, kiwis, oranges, pears, pomegranates, bananas, and grapes, while increasing the capacity of its existing strawberry farms. Under the Dreamberry brand, CR Fruits intends to export strawberries globally, ensuring worldwide availability of high-quality produce. As part of its strategy, the company aims to collaborate with farmers by providing R&D insights, advanced technology, and financial support to boost productivity. In return, CR Fruits will purchase their harvest, contributing to the farmers’ growth and the broader economy.
In addition to these initiatives, CR Fruits is deeply committed to sustainability and combating climate change. Over the next decade, the company aims to reduce its carbon footprint by 50% and plastic usage by 60%. “We constantly seek innovative solutions to achieve our ultimate goal: providing the best quality fruits at the lowest prices for our customers,” Mr Naufil concludes.
With a clear vision and steadfast determination, CR Fruits is positioned to transform India’s fruit industry while fostering economic growth and environmental stewardship, paving the way for a brighter future.