NinjaCart from B2C to B2B and Algorithms

Ninjacart is, six-year-old company, India’s largest B2B Fresh Produce Supply Chain platform, solving one of the toughest supply chain problems of our country through technology. They source fresh produce from farmers and deliver them to businesses(Just in time supply chain) around 200 tones of fresh produce from farm to retailers in less than 12 hours -every day. Ninjacart connects vegetables and fruit farmers directly with businesses. On one end, they help farmers get better prices and ensure consistent demand, and on the other end, help retailers source fresh vegetables at competitive prices directly from farmers. They optimize effectively at a lower cost, better speed, and larger scale using an integrated supply chain powered by technology, data science, infrastructure, and logistics network. The food supply chain company claims to have helped farmers boost agricultural income by up to 15-20%.

Market Position of Ninjacart

According to a recent Nasscom report titled “Agritech in India — Emerging Trends in 2019”, the Indian agritech sector is growing at a rate of 25% year-on-year. This sector vastly remained untouched by technology and innovation even in the 21st century. But with the advent of drones, deeper penetration of smartphones with cheaper 4G data, IoT, automation and supply chain efficiencies, agritech is slowly but steadily taking root as a prominent sector in India.

Market Potential

  • $168 Bn Market growing 9% annually
  • Daily consumption product — similar to Internet / Electricity and Water
  • Recession-proof
  • Fundamentally strong: We all feel hungry three times a day — It is a daily consumption product — similar to electricity, water, and the internet
  • Size: $168 bn Market growing 9% annually and will touch 250 Bn by 2023
  • Opportunity: Eg: Bangalore alone is Rs. 3000 crore market annually — if we do 30% in Bangalore, it would be Rs. 1000 crores revenue from Bangalore only


  • Better incomes, urbanization are shifting consumption from food grains to fruits, vegetables, meat & egg
  • Horticulture production has grown at twice the rate of other agricultural crops and has recently overtaken the food-grain cultivation
  • Fruits and vegetables account for only 5% of the total agricultural area and are grown primarily by small and marginal farmers
  • 87–90% of fruits and vegetables in India are grown with assured irrigation, as against 50% for food grains. This makes the product less dependent on weather changes

Ninjacart Workflow

Ninjacart started as B2C hyperlocal grocery delivery platform where customers could order groceries and the company would deliver the order in less than 60 minutes. But after just five months of operation, the team realised that this model is not a sustainable one and is plagued by structural challenges such as lack of practical technology solution to manage inventory, the wafer-thin margin for retailers and almost zero data-driven supply chain. Ninjacart’s renewed focus on solving problems in the supply chain, was backed by its desire to use tech and data science to simplify the infrastructure and logistics network. Here’s how the entire Ninjacart process works, right from the weekly forecasting to the procurement of fresh produce from farmers, and ultimately the timely delivery of items to the retailers. They have set up a high-speed active supply chain infrastructure, which includes collection centres in villages to collect the produce from farmers, fulfilment centres in the outskirts of the city to consolidate produce from multiple collection centres, distribution centres within the city to take the produce to retailers faster at low cost,”. Additionally, the company assembled a responsive and real-time logistics network to manage inventory, reduce processing time and improve efficiency and forecasting models, which goes a long way towards reducing food wastage or shortage.

Technology and Algorithms

They connect vegetables and fruits farmers directly with businesses. On one end, help farmers get better prices and deal with consistent demand and on another end, they help retailers to source fresh vegetables at competitive prices directly from farmers. They build a “scalable” supply chain network, which can handle products that change in price, quality, demand and supply everyday and has less than 24 hours shelf life. Real fun is doing all this at scale, while keeping our cost very low, better speed in an ecosystem that is unorganised and has low technology penetration. Essentially — build a integrated supply chain that can thrive on uncertainty powered by technology, data science, infrastructure and logistics network — may be first time in the world.

  • Tomorrow ready ERP: In-house ERP [code name : BiFrost] that accommodates the flexibility it needs as scale and delivers a frictionless movement of goods. Mobile ready ERP also ensures use zero paper in our supply chain
  • Demand Forecasting: Forecast more, you have lot of unsold wastage; predict less, you will see customers walking to market, due to unavailability. Ninjakart have leveraged deep machine learning to perfect our forecasting to 97% and reduce the overall wastage to 4% [Traditional supply chains have wastage up to 25%]. Ninjacart also has specific apps for the farmers to help them with demand forecasting, harvest planning and determining the price indent.
  • Price Intelligence: Multiple market intelligence tools and machine learning algorithms help predict market prices and help farmers plan harvest accordingly. Farmer knows the price before harvesting and this increases the odds of better returns
  • Connected Logistics: Speed and cost can make or break any supply chain. Our indigenous route optimization and utilization help keep their load factor at 92% and put more fresher vegetables on the plate (Ninjakart move the produce from farm to store with in 14 hours) at a cost almost 1/3rd of the traditional supply chain
  • Social security : Cashless and instant payment solutions help put the money in the hands of the farmer on same day. This has helped farmers avoid borrowing money from Mandi traders, who hold their produce captive and pay low prices or from local money lenders, who charge exorbitant interest


Leadership belief /Analyst(AI)

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