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Product cover image for DeHaat: Storming the Indian Agritech Market

DeHaat: Storming the Indian Agritech Market

Arup Majumdar, Jolly Masih, Subba Lakshmi Prabha

Product #:W36692
Supplier:Ivey
Discipline:Entrepreneurship, Strategy
Setting:India, 2023
Details:Case (PDF) • 14 pages • 2024-08-16

Subjects:

InnovationEntrepreneurshipStrategy

Industries:

Agriculture sector

Geography:

AsiaIndia
Your Price:$10.54

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DeHaat was a technology-led platform offering end-to-end agriculture services to Indian farmers with an aim to improve inefficiencies in the agriculture value chain. By September 2022, after 10 years of operations, the company was well-established in India’s agricultural technology sector, and its network of centres across 12 states distributed seeds, pesticides, fertilizer, and farm machinery to farmers and offered them farm advisory services, financial services, and market linkages for selling farm produce. But despite DeHaat’s remarkable growth, profitability still eluded the company. In 2023, the company needed to determine what its founders could do to improve profitability and create stakeholder value. They had already received multiple rounds of funding. Should they now focus on existing markets, explore new domestic markets or exports, expand their offerings, or better control their costs to enhance credibility in the financial market? Or should they slow down growth to strengthen internal operations?

Learning Objectives

This case is designed for use in executive training programs, though it is also suitable for upper-level undergraduate and graduate courses in strategy, marketing, and general management. Students should understand the basics of strategic management and marketing before analyzing this case, as well as have an understanding of rural marketing.

After working through the case and assignment questions, students will be able to do the following:



  • Understand the larger context of the importance of agriculture to our future.
  • Understand the Indian agricultural market, segments, growth drivers, challenges, and opportunities.
  • Analyze the value chain and learn how it can be streamlined to create new business opportunities.
  • Comprehend how agriculture blends with technology to unlock new business opportunities.
  • Create a farm digitization plan, and elaborate how to implement it in a phased manner.
  • Balance the need for growth and profitability, keeping in mind the importance of business process discipline.
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Case Study: DeHaat: Storming the Indian Agritech Market (English version) | Ivey Publishing