EM3 Agri Services: Farming-as-a-Service Pioneer
Year: 2013
Founders: Rohtash Mal, Ritu Kumar Mal, and Adwitiya Mal
Funding: $23.5 million over 5 rounds
Investors: Aspada Investments, Global Innovation Fund, Lightrock, Lightrock India, Unreasonable Group
Introduction
Established in 2013 with its base at Noida, EM3 Agri Services is an emerging agritech firm revolutionizing Indian agriculture through its cutting-edge Farming-as-a-Service (FaaS) model. Conceptualized with a vision to serve only small and marginal farmers, EM3 delivers on-demand, cost-effective access to top-shelf farm equipment and technology, removing cost considerations and ownership worries. Blending time-tested agriculture wisdom with current mechanization and precision agriculture, EM3 boosts productivity, facilitates sustainability, and increases rural incomes in India.
Tackling Agricultural Challenges
Indian smallholder farmers produce less than two hectares on average, and therefore buying and owning high-cost machinery is a costly luxury from a financial perspective. Weeds are controlled primarily manually, and thus there is low productivity and slow income increases. EM3 aims to address these challenges through a pay-per-use mechanization offer that lowers labor intensity, maximizes input efficiency, and promotes high-value-added, environmentally sustainable agriculture practices responsive to the heterogeneity of local conditions.
Key Offerings
- Land Preparation: It comprises plowing, leveling, and soil testing services for the best sowing conditions.
- Precision Planting: Precision placement of seed enhances even plant growth and increased yields.
- Crop Management: Targeted pest control, fertilization, and irrigation optimize crop health and yield.
- Harvest & Post-Harvest: Mechanised threshing and storage reduce losses and maintain quality.
Real Impact
EM3’s Farming-as-a-Service model has delivered measurable benefits to thousands of farmers. Up to 20% increase in yields has been reported by clients attributed to timely and accurate farm operations. Pay-per-use reduces capital spend significantly through the avoidance of machinery ownership. In addition, EM3 has produced rural employment opportunities such as machine operators and agronomic consultants. Precision farming by EM3 ensures water conservation and minimizes the use of fertilizers, leading to environmental sustainability. The scalable model for service is successfully replicating itself in many Indian states and various cropping systems and helping farmers earn higher incomes and improved livelihoods.
Success Story
In Uttar Pradesh, a smallholder farmer faced conventional farming techniques that constrained his productivity. With EM3’s mechanized plowing and precision planting facilities, he enjoyed better crop stands and lower labor costs. Real-time agronomic advice through the EM3 app helped him better manage pests and irrigation. By leveraging the pay-per-use model, he avoided the financial burden of equipment ownership and increased his net income significantly within one season. His story illustrates how affordable technology access can revolutionize farming outcomes.
Lessons for Agri-Startups
- Affordable Access Trumps Ownership: Pay-per-use models enable smallholders to benefit from expensive technologies without heavy investment.
- Integrate Technology with Local Practices: Blending traditional knowledge with modern precision solutions enhances adoption and results.
- Provide End-to-End Services: Covering the full crop cycle—from land prep to post-harvest—maximizes value for farmers.
- Support with Digital Tools: Mobile apps and call centers improve service accessibility, farmer engagement, and expert support.
- Scale with Flexibility: Adaptable models that cater to diverse crops and regions ensure sustainable growth.
Stay Informed with Focus Agritech
EM3 Agri Services exemplifies how innovative service models can transform smallholder farming, making advanced mechanization accessible and sustainable for millions of Indian farmers.
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