The disruptive business model of Ninjacart: a review of current processes and recommendations for the way forward

Abstract

Farmers of India have been instrumental in feeding the rapidly growing population of India. However, we observe that they cannot reap profits from agricultural activities, leading them to a vicious cycle of debts and loans. Moreover, limited end to end connectivity, inadequate storage facility and a supply-demand mismatch has aggravated the situation in addition to their hard-earned margins being withered out by middlemen and agents (Moneylife Digital Team, 2011). Farmers suicide also had been on the rise with recorded numbers of 2997 in just a year 2015 (Mohan, 2016). Inevitably, this has been a contributing factor of India losing around 2000 farmers per day due to shifting away from agricultural activities.