Ninjacart-Disrupting Fresh Produce Supply Chain in India

Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Case Code: LDEN179
Case Length: 20 Pages
Period: 2015-2021
Pub Date: 2022
Teaching Note: Available
Price: Rs.300
Organization : Ninjakart
Industry : Agriculture & Forestry
Countries : India
Themes: Entrepreneurship, Business Models, Business Environment, Supply Chain Management
Global Economic Impact of Coronavirus – Assessment and Mitigation (B)
Abstract Case Intro 1 Case Intro 2 Excerpts


“We have eliminated the intervention of middlemen, backed the entire food supply chain with robust technology and analytics. We have developed a controlled distribution channel between the stakeholders eradicating inconsistences and price volatility,” said Thirukumaran Nagarajan (Nagarajan), co-founder & CEO, Ninjacart, in an interview in November 2020. Launched in 2015 by Nagarajan, Sharath Babu Loganathan, Ashutosh Vikram, Kartheeswaran K K, and Vasudevan Chinnathambi, the company started as a Business-to-customer (B2C) grocery delivery platform. However, within 6 months of operations, the founders realized that their business model was unsustainable. Along with this realization, they began discovering the problems in the fresh produce supply chain. A demand-supply gap, biased market practices, huge amounts of food wastage, and low income for farmers were the main difficulties that existed in the agriculture sector. After exploring the issues in the sector, Ninjacart shifted its operations from B2C to B2B, to leverage the profitable business opportunity..

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