Ninjacart: Building Cost Effective Agricultural Supply Chain from Farm to Store
| Case Code: ITSY130 Case Length: 7 Pages Period: 2015-2021 Pub Date: 2022 Teaching Note: Available |
Price: Rs.300 Organization: Industry: Agriculture & Forestry Countries: India Themes: Digital Marketplace, Supply Chain Management |
Abstract Case Intro 1 Case Intro 2 Excerpts
Background
Ninjacart was founded in 2015 by Ashutosh Vikram, Sharath Loaganathan, Thirukumaran Nagarajan, Vasudevan Chinnatambi, and Kartheeswaran KK, in Bengaluru, India. The company provided innovative solutions to farmers to help them with their supply chain problems. Ninjacart had developed a digital supply chain for farm fresh produce such as fruits and vegetables. The company initially started operations as a hyper local grocery delivery platform. The business model was to deliver groceries to consumers within 60 minutes of ordering. The founders found out that consumers were, however, unwilling to pay a premium rate for ordering fruits and vegetables online and that the retailers faced problems in procurement, quality, hygiene, price, and packing. The farmers were also affected by price issues, food wastage, and transportation..
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