CEF Group has invested in ethical retail as part of its broader investment portfolio, reinforcing its commitment to building a sustainable, farmer-first, and consumer-centric retail ecosystem across India. This investment reflects CEF Group’s long-term vision to deliver high-quality, affordable daily essentials while strengthening trust and transparency across the value chain.

The ethical retail platform focuses on responsible sourcing, fair pricing, and direct farmer integration, reshaping how everyday products move from farms to consumers. By enabling direct market access for local farmers, the model ensures better margins for producers and fresher, more reliable products for buyers, while promoting inclusivity and sustainability at scale.

This investment is further strengthened through a strategic collaboration with NAFED, supporting the expansion of NAFED Bazaar stores committed to quality, affordability, and empowerment across the agricultural ecosystem.