Ninjacart: Transforming the agri-trade ecosystem
Year: 2015
Founders: Thirukumaran Nagarajan, Sharath Loganathan, Kartheeswaran K K, Ashutosh Vikram, Vasudevan Chinnathambi, Sachin Jose
Funding: $508M (Total disclosed funding as of early April 2025)
Investors: Accel, Flipkart, Walmart, Tiger Global, Qualcomm Ventures, Syngenta Ventures
Introduction
Ninjacart, Founded by Thirukumaran Nagarajan, is India’s largest B2B agritech platform that aims to disrupt the agriculture supply chain by facilitating direct connect between farmers and retailers. This method eliminates middlemen, speeding delivery of fresher produce. Ninjacart – Alternatively having a strong base in 70 cities and serving more than 100,000 retailers through its distribution network, by employing cut- ing edge technology and algorithms Ninjacart is dedicated in improving logistics and quality as it ensures 12 hours deliveries and quality control for a variety of products like fruits, vegetables, staples and greens.
Tackling Agricultural Challenges
India’s agricultural supply chain infrastructure is suboptimal, with farmers facing barriers to market access, high wastage rates, irregular quality standards, and costly logistics. Ninjacart addresses these problems by developing an elegant solution that merges technology with agriculture: a direct link between farms and businesses. Their approach enables farmers to benefit from real-time tracking, waste reduction, pricing transparency, and strict quality enforcement. Ninjacart’s proprietary technology enhances operational workflows, enabling better traceability, streamlined supply chains, and on-time deliveries. Ninjacart’s supply chain tracked farm income KPIs to $250M in revenue during FY24, within 3 years of instituting an agriculture supply chain transform, and cut losses by 20% year-over-year, adjusting full-year expectations to $250M. These milestones validate the firm’s vision of disruptive agricultural marketing trade in India.
Key Offerings
- B2B Marketplace connecting farmers and retailers across 70 cities
- 12-Hour Delivery Window with real-time tracking and routing optimization
- End-to-End Logistics with cold chain and packaging facilities
- Transparent Pricing and digital payments to build trust and efficiency
- Financial Services including short-term loans and credit support
- Global Trading via Ninja Global to link Indian farmers with international markets
Real Impact
Ninjacart has built a network of over 800,000 farmers, facilitating access to reliable buyers and eliminating layers of intermediaries that typically eat into farmer profits. By deploying proprietary tech and modernized processing centers, the company ensures production quality, hygiene, and traceability at scale. Through rapid and efficient logistics, wastage is minimized and delivery reliability is improved. With operations supporting both domestic and international trade, Ninjacart is a shining example of how agritech can drive economic inclusion while solving logistical complexities in India’s food system.
Success Story
A Karnataka-based farmer, who used to depend on the local mandi system, was able to triple his income through collaboration with Ninjacart. This relationship led to consistent demand, faster payments, and an understanding of market trends that were invaluable. Retailers, too, have benefited from this just-in-time delivery model, which reduces inventory losses and keeps items fresh — helping small stores compete with large supermarkets.
Lessons for Agri-Startups
- Integrated Logistics and Tech Backbone enables scalable, efficient, and reliable agri supply chains.
- Real-Time Market Visibility empowers farmers and retailers to make informed decisions.
- Eliminating Middlemen leads to better margins and more trust in the value chain.
- Financial Enablement adds stickiness and boosts user retention in agritech platforms.
Ninjacart’s success underscores the value of end-to-end control in agricultural logistics and the transformative potential of data-driven infrastructure in solving India’s food supply challenges.
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