Ivey Publishing

Product Details

BharatAgri: Strategy of an Indian Agritech Startup
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Publication Date:
Revised Date:
11 pages (8 pages of text)
Product Type:
Case (Field)
In June 2019, the cofounders of BharatAgri, an Indian agritech (agricultural technology)-focused entrepreneurial venture, were reviewing their strategy. BharatAgri leveraged information technology to provide crop-management related advisory services to Indian farmers and provided data analytics-driven decision dashboards to organizations that worked with farmers. They had onboarded nearly 6,000 Indian farmer-customers and had raised ₹40 million (INR) of venture capital funding to date. Their target was to onboard 20,000 farmers as paying customers by 2021. Could they also generate revenues by selling farm-management related data to agriculture-related organizations? In the next meeting, they were expected to present a comprehensive and cogent strategy to their financiers.
Learning Objective:
This case is suitable for use in graduate-, postgraduate-, and executive-level courses on the fundamentals of entrepreneurship, agriculture marketing, rural marketing, business model innovation, and strategic management. The case helps students understand the concept of strategy and business models especially in the context of entrepreneurial start-up ventures and highlights the strategic decisions that early-stage start-ups might have to make, relating particularly to B2C or B2B modes of expansion. After working through the case and the assignment questions, students will be able to
  • explain the concept of strategy formulation and strategic decision making;
  • appreciate the complexity in marketing IT-based products to rural consumers who may not be technologically savvy;
  • understand the concept of business models, especially in the context of startup organizations; and
  • assess the complexity in marketing advisory services in rural markets.
General Management/Strategy,  Entrepreneurship,  International
Agriculture, Forestry, Fishing and Hunting
India, Small, 2019
Intended Audience:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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