Presentation given by eFarm founder venkat Subramanian at the Nasik krishi Mela , Dec 2011. Provides overview of the agri supply chain issues, and key solutions from eFarm. The video of this talk is available in youtube at :

1. eFarm
Enabling FArmers to Reach Markets
Innovations in Agri Supply Chain
The eFarm Model
Presented at :
Agri Business Forum , Krishi 2011 , Nasik
Venkata Subramanian , Founder & MD

2. Introductions
Venkata Subramanian
• Founder & Managing Director, Matchbox Solutions
& eFarm, Chennai
Brief profile :
MS (Computer Science), 2003,University at
Albany, NY ,
B.Arch , IIT Kharagpur ,1995 , India
12 years of experience in IT industry in both
technology & commercial roles (7+ years in
US)
Head of key outsourcing & consulting
accounts in Insurance, Capital Markets &
Banking

3. Currently Better known as ….
Hi-Tech Sabjeewallahs ;-)

4. Only a crystal clear question yields a
transparent answer
– Zen saying
PROBLEM STATEMENT
WHY IS THERE A CRISIS IN INDIAN AGRICULTURE ?

5. Pain areas | The Agri Supply Chain
Current State : Too Many Steps , Too Little Value Addition
Harvesting of • Unorganized , unregulated , Terminal markets to
Vegetables
unprofessional & unprofitable neighborhood wholesalers
•A Middlemen’ dominated market
1 •Adhoc /Arbitrary Decisions on quality &
price
5
Regional mandi to Wholesalers to Retailers
4 Terminal markets near
A local mandi large cities
auctioning 2
Local to Regional mandis
for Auction
6
Loss in transit
40%
Price hike Retailers to Dining Table
3 End to end
> 400%
7

6. Pain areas | The Farmer’s ‘REAL’ crisis
Reality Check
•Farmers cannot do “everything”.
They need professional help and
organizational support
•Farming needs to become self
sustaining and HENCE a business
activity
•High uncertainty and risks = Very
low investor interest
•Years of neglect & low esteem =
educated youth avoid an agri
career =Labour problems
Need role models and pioneers to
build the road to recovery

7. Pain areas | Marketing -The missing link ?
Reality Check
The missing FIFTH ‘P’ of marketing No proper
in agri context - PERISHABILITY !!
customer
Other industries have differentiated
demand data
production from marketing/sales
Agriculture – Farmer handles both roles India’s agribiz is
‘supply driven’
Brands have value !! Indian products rather than
though have wider varity and better
taste have not established a stable
‘market driven’
brand

8. Pain Areas | Customer Spectrum
Huge domestic demand, Escalating prices & Unmet needs
Organised retailers are crowded in this space
Competition high
Low Income Middle High Hotels & Food & Export
Group Income Income caterers Drink • ~1% of
• > 40% in Group Group • ~25% of processors volume
volume • ~ 20% in • ~5% in volume volume • ~5% of • Best quality /
• Buy from volume • Buy from volume specific
• Buy from products only
neighborhood • Buy from retail chains wholesale • Product
markets street vendors • Quality & mandi specific buyer
(evening) • Price + Quality variety • Large volume
• Pay more for conscious conscious + fixed price
less quality range
Efarm targets entire B2B segment and currently untapped areas

9. Lack of Data| No visibility to supply or demand
Reality Check
• No accurate , dynamic data
on supply
• No market research on
customer demand
• No data = Wild guesses ?

10. "We can't solve problems by using the same kind of
thinking we used when we created them."
Albert Einstein
THE SOLUTION

11. “Desi” Problems need ‘Jugaadu’
solutions

12. Key Innovations
1) Weighing machine = standardise agri business transactions !
Bundles, baskets , bags  Kilograms , Counts 
2) Simple grading = right quality to right customer!!
Mixed grades S / M / L (Or) excellent / OK /bad 
3) Simple technology = widest usage !!!
PCs, Websites  Mobile phones , Voice, SMS 

13. Value proposition |
Connecting the Dots
Cleaning / Packing
Quality
Inspection/ Grading
Routing
Every stakeholder is alternately a
Long haul buyer or seller of agro goods, linked
Transportation
together by a common system.
Thus :
Develop Online supply chain
Rural Produce
Collection Centres Small retailers
Local vendors Technology backbone with offline
distribution mechanisms
Farmers
Create a network of farmers,
Urban area intermediaries, logistics providers,
Distribution centre
Local
Distribution distributors and retailers
Provide common support services
like marketing , training ,
Compost/Manure
from waste
Food Processing
units
technology and agri business
consulting
Bulk buyers
(Hotels / Caterers /
Retailers)
Exports ‘Organize’ the ‘un-organized’ rural
eFarm Common Services
to urban supply chain
Planning &
Coordination
Research
Call centre /
Communication
Technology
Training &
Support Manage the network to ensure
sustainability across the chain

14. Rural Collection Centres

15. Collection centres

16. Chennai Distribution Centre

17. Distribution centre

18. Kisan To Jawan : Retail Outlet For Indian Army

19. Value addition Cut
vegetables
Peeled
onions
and garlic
Natural
Ripening
Value added lProcesing team at our Mylapore centre Of fruits
Agri waste
collection
and
composting

20. Training / Workshop

21. eFarmDirect
Enabling MORE farmers Reach WIDER Markets..
In Seconds

22. Data Collection

23. eFarmDirect
Retailers Exporters Hotels Subjiwallahs Exporters
Buyers
Farmer
Suppliers
Transport
Labour

24. Live Demo

25. Search Results

26. Farmer Details

27. Call Centre / BPO
• Fully Operated By Differently Abled Individuals
• Demo Over LIVE webcam

28. Thank You
Venky
venky@efarm.in
98847 61354
Valli
srivalli@efarm.in
www.efarm.in
www.efarmdirect.com
Linkedin : AgriIndia
Twitter :venky_efarm