FarMart: Building a Good Food Economy
Year: 2015
Founders: Alekh Sanghera (CEO), Mehtab Singh Hans (CFO) Funding: $60 million across 9 rounds
Funding: $60 million across 9 rounds
Investors: General Catalyst, Matrix Partners India, Omidyar Network India, Avaana Capital, responsAbility Investments, Stride Ventures, Trifecta Capital, among others
Introduction
FarMart, established in 2015 with Gurugram-based offices in India, is an innovation-cum-disruption SaaS-based B2B food supply platform that is reshaping sourcing, movement, and monetization of agri-commodities. FarMart bridges 4.5 million farmers with 2,000+ food processors, manufacturers, and brands operating in six countries—Asian, Middle Eastern, and African markets. FarMart, through digitizing agri-supply chains, facilitates improved traceability, carbon saving, and access to markets for producers and buyers. From processing more than 80 food products to being the trailblazer in implementing tech tools such as SaudaBook, FarMart has become a standard-bearer in facilitating smart, scalable, and sustainable agri-commerce.
Tackling Agricultural Challenges
The traditional agri-supply chain in India and other developing regions is heavily fragmented, resulting in food wastage, poor traceability, and unfair market access for producers. Farmers, despite producing quality crops, often remain disconnected from institutional buyers and are forced to rely on middlemen. At the same time, food businesses lack access to reliable, traceable, and carbon-efficient sourcing partners. FarMart directly addresses these pain points by building a digitized bridge between farmers and food manufacturers. Its platform removes inefficiencies by automating procurement, optimizing logistics, verifying quality via AI, and reducing food loss—all while ensuring producers are rewarded fairly and consistently.
Key Offerings
- Digital Sourcing Infrastructure: Enables food brands to procure 80+ agri-commodities directly from a trusted network of farmers and processors.
- AI-Powered Quality Control: Uses smart algorithms to ensure each commodity batch meets strict quality standards before dispatch.
- End-to-End Supply Chain Visibility: Offers real-time tracking and transparency from farm gate to processing unit.
- Carbon-Efficient Logistics: Builds sustainability into sourcing through optimized transportation and lower carbon emissions.
- SaaS Tools like SaudaBook: Empowers processors and millers with inventory, trade, and finance management tools.
Real Impact
FarMart’s digital-first model has become a benchmark in how agritech can rewire traditional food supply chains for better outcomes—economically and environmentally. With an operational footprint spanning six countries and direct linkages to over 4.5 million farmers, FarMart has successfully digitized the movement of more than 80 agri-commodities. Its smart procurement systems and carbon-conscious approach have significantly reduced food loss and streamlined agri-trade. In FY23 alone, the company recorded a remarkable 5X revenue surge, climbing to Rs.1,033 crore from Rs.208 crore in FY22—underscoring not just scalability but long-term viability.
Success Story
In the heart of Madhya Pradesh, a pulses aggregator once depended on outdated systems and physical ledgers to manage procurement. After adopting FarMart’s platform and the SaudaBook tool, he gained instant access to live market trends, price intelligence, and farmer networks. The transition led to a 40% boost in order volumes and improved cash flow via digital payments. Not only did his business scale, but his supply partners—local farmers—also benefited from better prices and reduced spoilage. Stories like this reflect how tech-powered transparency and efficiency uplift entire agri-value chains.
Lessons for Agri-Startups
- Scale Comes from Structure: A strong digital backbone is essential to scale across geographies while maintaining reliability and traceability.
- Farmer Networks Are the Core: Building trust with farmers and empowering them through consistent, value-driven market access ensures long-term retention.
- SaaS Can Be a Superpower: Offering tools like SaudaBook tailored to processors can unlock new efficiencies in sourcing, pricing, and planning.
- Sustainability Is Good Business: FarMart’s focus on reducing food loss and carbon impact demonstrates that green goals and profit aren’t mutually exclusive.
- Go Beyond the Marketplace: Combining software, financial access, and sourcing into one ecosystem delivers maximum value to both suppliers and buyers.
Stay Informed with Focus Agritech
FarMart isn’t just digitizing agriculture—it’s redefining it. Their journey proves that innovation, when applied thoughtfully, can make the food economy more resilient, equitable, and future-ready. 👉 Subscribe to Focus Agritech’s newsletter for expert tips and funding news to grow your farm or startup smarter.
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