Abstract

The case “EM3 Agri Services: Providing Farm Equipment on Hire to the Farmers” is about EM3 Agri Services Private Ltd (EM3) – an India-based Agritech startup, and its unique business model which helped farmers use mechanization technology without having to make any investments in the asset. A brief history of EM3 is described in the case. The case also describes the launch of EM3’s operations from two centers at Hosangabad and Gadarwara in Madhya Pradesh under the brand name ‘Samadhan’ – Farming as a Service (FaaS). It then delves into the products launched by the company over a period of eight years. These included a paddy transplanter machine, farm equipment, and tractors. The case also highlights EM3’s pay-for-use service model, which allowed the farmers from remote areas with small holdings and limited capital to gain access to good quality farm equipment on a rental or pay-for-use basis. The case ends by outlining the future plans of EM3.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the innovative business models used by entrepreneurs
• Understand the role of innovation in achieving a competitive advantage
• Understand how emerging business models are disrupting the farm equipment market

Keywords

Pay-for-use basis; Post-Harvest Farm Management; agriservices ; ‘Samadhan’ – Farming as a Service (FaaS); farm equipment; agritech startup; mechanization in agriculture; agri services; agri business models; competitive strategies in agriculture; rural marketing