Product details

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Abstract

In response to the broken agriculture supply chain caused by a lack of storage facilities, lack of transportation, and manifold intermediaries and lack of transparency and traceability, Thirukumaran Nagarajan launched Ninjacart, a leading AgriTech firm in India, in 2015 along with Sharath Babu Loganathan, Ashutosh Vikram, Kartheeswaran K K, and Vasudevan Chinnathambi. After exploring the issues in the agriculture sector, Ninjacart shifted its operations from B2C to B2B, to leverage the profitable business opportunity. Ninjacart used advanced level supply chain algorithms that it developed in-house, predictive analytics, big data, IoT technology, and mobile applications to help farmers overcome the various issues they were grappling with. As of early 2020, Ninjacart had become one of the largest fresh produce supply chain companies in India. It was sourcing vegetables and fruits from farmers from more than 20 Indian states and delivering to more than 17,000 local kiranas and restaurants across 7 major cities - Bengaluru, Pune, Delhi NCR, Mumbai, Ahmedabad, Chennai, and Hyderabad - every single day, in less than 12 hours. However, with the COVID-19 pandemic leaving millions of farmers across India in the lurch, Ninjacart launched an initiative in May 2020 called 'Harvest the Farms' to help farmers facing a difficulty in finding buyers for their fresh produce to directly sell to consumers. Further, in June 2020, Ninjacart launched 'FoodPrint', a food traceability infrastructure project, that could capture and help users trace the end-to-end footprint of fruits and vegetables, from farm to home. In October 2020, Walmart and the Flipkart Group announced that they would make more investments in Ninjacart. As part of its future plans, Ninjacart was banking on machine learning to improve operations as handling the huge supply of the fresh produce and Keeping frauds away was difficult for the company. However, Ninjacart faced several challenges such as stiff competition from other market players such as Jio Mart, Jumbotail, Waycool, and Udaan; scaling the business; and increasing efficiency and profitability. Having established itself as a prominent player in the fresh produce supply chain market, Ninjacart's next challenge was scaling up its operations while improving efficiency and profitability at the same time.

Time period

The events covered by this case took place in 2015-2021.

Geographical setting

Region:
Asia
Country:
India
Location:
South India

Featured company

Ninjakart
Employees:
1001-5000
Turnover:
INR 9935 Million
Type:
Partnership
Industry:
Agriculture & forestry

Featured protagonist

  • Thirukumaran Nagarajan (male), Co-founder & CEO

About

Abstract

In response to the broken agriculture supply chain caused by a lack of storage facilities, lack of transportation, and manifold intermediaries and lack of transparency and traceability, Thirukumaran Nagarajan launched Ninjacart, a leading AgriTech firm in India, in 2015 along with Sharath Babu Loganathan, Ashutosh Vikram, Kartheeswaran K K, and Vasudevan Chinnathambi. After exploring the issues in the agriculture sector, Ninjacart shifted its operations from B2C to B2B, to leverage the profitable business opportunity. Ninjacart used advanced level supply chain algorithms that it developed in-house, predictive analytics, big data, IoT technology, and mobile applications to help farmers overcome the various issues they were grappling with. As of early 2020, Ninjacart had become one of the largest fresh produce supply chain companies in India. It was sourcing vegetables and fruits from farmers from more than 20 Indian states and delivering to more than 17,000 local kiranas and restaurants across 7 major cities - Bengaluru, Pune, Delhi NCR, Mumbai, Ahmedabad, Chennai, and Hyderabad - every single day, in less than 12 hours. However, with the COVID-19 pandemic leaving millions of farmers across India in the lurch, Ninjacart launched an initiative in May 2020 called 'Harvest the Farms' to help farmers facing a difficulty in finding buyers for their fresh produce to directly sell to consumers. Further, in June 2020, Ninjacart launched 'FoodPrint', a food traceability infrastructure project, that could capture and help users trace the end-to-end footprint of fruits and vegetables, from farm to home. In October 2020, Walmart and the Flipkart Group announced that they would make more investments in Ninjacart. As part of its future plans, Ninjacart was banking on machine learning to improve operations as handling the huge supply of the fresh produce and Keeping frauds away was difficult for the company. However, Ninjacart faced several challenges such as stiff competition from other market players such as Jio Mart, Jumbotail, Waycool, and Udaan; scaling the business; and increasing efficiency and profitability. Having established itself as a prominent player in the fresh produce supply chain market, Ninjacart's next challenge was scaling up its operations while improving efficiency and profitability at the same time.

Settings

Time period

The events covered by this case took place in 2015-2021.

Geographical setting

Region:
Asia
Country:
India
Location:
South India

Featured company

Ninjakart
Employees:
1001-5000
Turnover:
INR 9935 Million
Type:
Partnership
Industry:
Agriculture & forestry

Featured protagonist

  • Thirukumaran Nagarajan (male), Co-founder & CEO

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