Abstract

The case ‘Ninjacart: Building a Cost Effective Agricultural Supply Chain from Farm to Store’ is about an agri-supply chain startup based in Bengaluru, India. Ninjacart’s digital platform disrupted the traditional agri-supply chain in India. The case dwells upon the need for the digitalization of the agriculture supply chain in India. The case details the fresh food agri-supply chain solution provided by Ninjacart on its digital platform and discusses the business model of the startup. It also takes a look at the impact of the digital platform on the agri-supply chain. The case ends with the future plans of Ninjacart to improve the farmers’ supply chain network and help in their post-harvest market linkage. It remains to be seen whether its initiatives will bring forth results and enable the farmers of India to get a better price for their agri-produce.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Analyze the impact of new technologies on traditional supply chain processes
• Understand the traditional fresh food agri-supply chain management process and how new technologies cause disintermediation in the traditional fresh food agri-supply chain process.
• Analyze the challenges faced by the agri-supply chain process.

Keywords

Agri supply chain; digitization of agriculture; agritech platform; supply chain problems; agri-supply chain management; farm-to-store