Ninjacart: Enabler of accessibility to exclusive fresh farm produce

Ninjacart: Enabler of accessibility to exclusive fresh farm produce

January 6, 2021
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Ninjacart is India’s largest fresh produce supply chain company that is solving one of the toughest problems in  the world through technology. The company connects producers of food directly with retailers, restaurants, and  service providers using in-house applications that drive end to end operations. 

Ninjacart: Challenges 

∙ Farmers experience price risk, information asymmetry about demand, distribution inefficiency, and  receive late payments. 

∙ Retailers face problems like higher costs, low quality and unhygienic produce, high price volatility, and  the everyday hassle of going to the market. 

∙ The traditional Supply Chain is highly inefficient, unorganized, and has a high rate of food wastage.

Ninjacart: Solution 

∙ Ninjacart leverages innovative tech to source fresh produce from farmers and delivers them to retailers  within 12 hours. 

∙ The startup eliminated intermediaries by taking control of the Supply Chain by using technology and  analytics. 

∙ The company built reliable, cost-effective, and high-speed logistics and infrastructure to solve for  inefficiencies in the Supply Chain. 

∙ On one end, farmers get better prices and consistent demand, and on the other end, retailers receive fresh  produce at competitive prices that are delivered to their doorstep. 


Ninjacart delivers its solution through its app – Ninjacart. The first step is to acquire and understand the ‘farmer  harvest calendar’, which would give the team an overview of the fruits and vegetables available in each season.  With foreknowledge of customer buying patterns, it gives farmers a week’s notice of what is expected of  them. The farm produce of the farmers are moved to the collection centres. Preliminary quality checks are done  at the collection centre before being moved to the fulfillment centre. At the fulfillment centre, farm produce are  graded and quality checks are carried out once again before being sent to the distribution centre, After this, the  produce are sent to the retailers from the distribution centre. 

Value proposition and Uniqueness

Benefits for farmers: The company buys all farm produce using honest weighing devices, pays within  24 hours thereby providing 20 percent more revenue for farmers. 

Benefits for retailers: The startup provides retailers with competitively priced high quality graded farm  produce at their doorstep thereby ensuring convenience and time savings. 

Benefits for customers: Ninjacart provides high quality hygienically handled farm produce to consumers  with absolute traceability. 

Elimination of middlemen: The company eliminated intermediaries by taking control of the Supply  Chain by using technology and analytics. 

Elimination of post harvest losses: The startup built reliable, cost-effective, and high-speed logistics and  infrastructure to solve for inefficiencies and reduce food wastage in the Supply Chain.

Quality: Ninjacart provides high-quality and hygienically handled fresh produce which ensures steady  supply of healthy food to consumers. 

Looking Ahead

The supply chain of Ninjacart is currently equipped to move 1400 tonnes of perishables from farms to businesses,  every day, in less than 12 hours. The founders are focused on making Ninjacart innovation more  accessible to the most fragmented parts of society. They intend to leverage their strengths and resources to  innovate for new product categories and customer segments while solving complex supply chain problems. Learn  more at:

Agriculture Startup

63Ideas Infolabs Private Limited

Founded In



Mr. Ashutosh Vikram, Mr. Kartheeswaran K K, Mr. Sharath Loganathan, Mr.  Thirukumaran Nagarajan and Mr. Vasu Devan

Solution Overview

Ninjacart operates an online business-to-business platform that connects farmers,  manufactures, and brands to retailers directly through the lean and connected supply  chain. Its platform enables the distribution of vegetables and fruits to retailers and  restaurants across India.


Walmart, Flipkart, Syngenta Ventures, Minu Kataria, Trifecta Capital Advisors, Mistletoe, Joe Hirao, Neoplux, Qualcomm Ventures, Nandani Nilekani, Steadview  Capital, Tanglin Venture Partners, Clark Valberg, Accel and Tiger Global / $194.2M


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