Executive Summary Consumer Journey User Persona Industry Insights Recommendations Financial Projection Implementation Plan

1 Problem Statement
India loses 30-40% of its agricultural produce post-
harvest due to inadequate storage and inefficient
distribution.

2
Objective
Access to affordable, modern cold
storage, to avoid distress sales, low
price realization, and high food waste.

3 Solution
Decentralized solar storage, shared FPO logistics, capex-light leasing,
and crop insurance with loyalty programs together reduce losses, lower
costs, and improve financial security.

4
Impact
Improved income, reduced spoilage, and
greater tech adoption. Empower
tribal/rural farmers with market access

5
and sustainability.
Risks
Digital illiteracy , misuse of assets and cost barriers may
slow adoption.
Executive Summary User Persona Consumer Journey Industry Insights Recommendations Financial Projection Implementation Plan

Based on 150+ farmers survey, 3 typical consumer profiles are defined and Smallholder
farmers have been identified as the key growth segment.
Focus Group

Resource constrained
Progressive FPO Farmer High-Volume Producer
Smallholder

Landholding : 1.2 acres Landholding : 3 acres (joint family) Landholding : 10 acres

Characteristics

Crops : Tomato, Cauliflower Crops : Onions, Beans, Mango Crops : Wheat, Potatoes, Cabbage
Tech Usage : Feature phone(basic), Tech Usage : Use smartphone, Tech Usage : Familiar with Kisan
son owns a smartphone check Agmarket and krishi app Suvidha, market trends
Storage Access : None – sells at Storage Access : Travels 15 km to Storage Access : Hires transport to
mandi on same day cold storage, too expensive cold storage 20 km away

• 20-30% of produce spoils due to • Spends 4000-5000 Rs/Month on

• Spoilage of onions when delayed
delayed mandi transport and Storage
Pain Points

market entry
• No money or access to cold • Wants to coordinate with buyers
• Doesn’t trust middlemen
storage before harvesting
• Wants direct-to-retail access for
• Low price realization due to • Misses optimal price windows
mangoes
panic selling due to logistic delays

• Community-managed storage • On-farm IoT-enabled cold pod +

• Solar powered cold pod in village pod (with spoilage dashboard) logistics partner tie-up
Solutions

• Pay-per-use model with FPO • App-based inventory updates + • Dynamic pricing dashboard +
aggregation direct B2B linkage for mango harvest scheduling module
• Whatsapp based price alert season • Premium plan for high-volume
service via son’s phone • Incentive structure for regular farmers with direct institutional
usage via FPO linkage
 Executive Summary User Persona Consumer Journey Industry Insights Recommendations Financial Projection Implementation Plan

Consumer Journey indicates there is scope to improve sustainable practices,

storage and distribution to make agriculture easier for farmers.
Sustainable
Land Preparation Seed Selection Input Management Harvest Storage Distribution
Practices

Choosing variety Fertilizers, Compositing, Manual Local Storage or Delivery to

Tilling, Irrigation
(crop hybrid, Pesticides, Water, Rotation, Organic Collection, home mandis, traders,
facilities
Touchpoint

organic) Labor Inputs Sorting preservation Selling to buyer

Painpoints

Middlemen
Overuse, soil Knowledge gaps,
Rising input costs, Low quality or Labor Shortage, No cold storage, dominance,
degradation, market risk for
erratic rainfall fake seeds improper handling high spoilage Payment delays,
water inefficiency organic produce
lack of receiptss
 Executive Summary User Persona Consumer Journey Industry Insights Recommendations Financial Projection Implementation Plan

Least Priority Second Priority First Priority

High

AI + IoT Farm Advisor Partner with decentralized

solar cold storage providers
Explore EVs and micro-hubs to
lower delivery costs Offer capex-light models via leasing
Integrate AI-based grading tools

Deploy shared logistics with FPOs

Benefit to Consumers

Use satellite internet for rural IoT

Offer voice-based booking in

regional languages
Strengthen retention through crop
Expand with a franchisee-led model insurance & loyalty programs

Adopt AI-based demand

forecasting to reduce spoilage
Drone-Assisted Soil Monitoring

Incentivize co-ops with digital

dashboards
Low

Low Feasibility and Ease of Implementation High

 Executive Summary User Persona Consumer Journey Industry Insights Recommendations Financial Projection Implementation Plan

Based on the needs analysis, 4 solutions are identified for the resource
constrained smallholders that will reduce spoilage and improve tech adoption.
Partner with decentralized solar cold storage providers Deploy shared logistics with FPOs

• Village-level deployment, closer to • Route optimization to combine

farms and FPOs pickups from multiple farmers
• Solar-powered and low-maintenance
→ sustainable + off-grid • Designed for small batches, unlike

1 2
• Pay-per-use micro-leasing model → traditional bulk transport
affordable for small/marginal farmers
• Integrated with IoT dashboards, • Reduces per-farmer cost while
enabling usage tracking and spoilage improving market timing
alerts
• Operated by local FPOs/SHGs, • FPOs become nodes in the value
creating rural jobs and ownership chain, not just aggregators

Offer capex-light models via leasing Strengthen retention through crop insurance and loyalty programs

• Short-term leasing of cold pods, • Digital-first crop insurance bundled

solar dryers, grading units with services (e.g., storage use)
• Usage-based or harvest-linked
payments (e.g., “Rent for 90 days”) • Trigger-based parametric models

3 4
• Equipment owned by service provider (e.g., rainfall data auto-payouts)
or FPO, not the farmer
• Combine leasing with training + • Loyalty credits for using cold pods,
onboarding via WhatsApp logistics, or app bookings
• Unlocks access to tech without debt Decentralized Solar Cold Storage Pods
or ownership stress • Gamified interfaces → reward
• Makes advanced tools scalable even milestones (e.g., 5 successful
in low-income geographies dispatches = bonus)
 Executive Summary User Persona Consumer Journey Industry Insights Recommendations Financial Projection Implementation Plan

Distribution Costs of products Infrastructure Costs

Recommendation Metric Value Recommendation Cost Item Amount (₹)

🧊 Solar Cold Storage Avg Post-Harvest Loss (Current) 25% 🧊 Solar Cold Storage Cost per Storage Unit ₹3,00,000
Loss Reduction with Cold Storage 18% No. of Clusters 10

Quality Premium Gained 12%

Partner Onboarding + Tech ₹5,00,000
Avg Additional Revenue per Farmer ₹6,000
Total Infrastructure Cost ₹35,00,000
Farmers Covered 1,000

🚛 Shared Logistics with FPOs Routing/Logistics Tech Platform ₹2,00,000

Total Revenue Uplift ₹60,00,000/year
FPO Onboarding & Training ₹1,00,000
🚛 Shared Logistics with FPOs Avg Distance per Trip 15 km

Transport Cost per km ₹1.2

Working Capital Support ₹2,00,000

Cost Saving per Trip ₹180 Total Infrastructure Cost ₹5,00,000

Trips per Day (shared basis) 10
🛠 Capex-Light Leasing Platform Development + Admin ₹10,00,000
Days in Operation 300 Setup
Risk Pool / Insurance Fund ₹5,00,000
Total Annual Cost Savings ₹5,40,000/year

🛠 Capex-Light Leasing Avg Yield Increase 12%

Partner Engagement ₹3,00,000
Farmers Using Leasing Model 2,000
Total Infrastructure Cost ₹18,00,000
Avg Incremental Revenue per Farmer ₹8,000

🎯 Crop Insurance & Loyalty Crop Insurance Subsidy (₹500 × ₹25,00,000

Total Revenue Uplift ₹1,60,00,000/year
Programs 5,000)
🎯 Crop Insurance & Loyalty Programs Farmers Covered 5,000 Loyalty Rewards + Platform Dev ₹12,00,000
Avg LTV Increase per Farmer ₹2,000
Admin & Campaign Costs ₹5,00,000
Retention Uplift 25%

Total Infrastructure Cost ₹42,00,000

Total Revenue Uplift ₹1,00,00,000/year
 Executive Summary User Persona Consumer Journey Industry Insights Recommendations Financial Projection Implementation Plan

Consolidated Financial Summary

Incremental
Total Revenue Break-even
Recommendation
Uplift (₹/year)
Total Cost (₹) Cash Flow
Period
NPV
5 cr
(₹/year)

Decentralized Solar ₹60,00,000 ₹35,00,000 ₹25,00,000 ~18 months

Cold Storage

Shared Logistics with ₹5,40,000 ₹5,00,000 ₹40,000 ~15 months Total Revenue
FPOs
11.2 cr
Capex-Light Leasing ₹1,60,00,000 ₹18,00,000 ₹1,42,00,000 ~15 months 5 years cumulative
Models

Retention via Insurance ₹1,00,00,000 ₹42,00,000 ₹58,00,000 ~10–12 months

& Loyalty

₹3,25,40,000 ₹1,00,00,000 ₹2,25,40,000 ~14 months

 Executive Summary User Persona Consumer Journey Industry Insights Recommendations Financial Projection Implementation Plan

A 8-month detailed plan has been laid out with a clear emphasis on the key tasks to
ensure seamless operations.
8- Month Execution Plan Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12

Need Assessments Identify gaps and personas

Strategic Partnerships Tie-ups with key partners

Install pods and logistics hubs

Infrastructure Setup

Pilot Rollout Launch pilots with farmers

Refine model and offerings

Feedback and Optimization

Expand and standardize model

Scale and Institutionalize
Thank You!