Safal is the largest organised retail network of fruits and vegetables in the National Capital Region of India. Currently it operates over 400 retail outlets in the NCR region.^[1] Safal is owned by Mother Dairy, a subsidiary of the National Dairy Development Board.^[2][3] Safal was started in 1988 as an Indian government initiative to benefit fruit & vegetable producers and the urban consumers. The task was assigned to the National Dairy Development Board, as they had similar experience in the related sector of milk.^[4][5] Safal's supply chain covers 16 states, around 50,000 farmers and over 200 farmer associations.^[6]

Safal gives lower prices as well. With fruits and vegetables, Safal stores also sell products such as biscuits, noodles and milkshakes.