KhetToPlate – Farm-to-Product Strategy

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Project Overview
KhetToPlate is a sustainability-focused Agritech firm aimed at revolutionizing the way fresh food is sourced and supplied. By connecting farmers directly with restaurants, kirana stores, and health-conscious consumers, the platform ensures farm-fresh, high-quality produce while prioritizing food safety, fair pricing, and supply chain transparency.
My Role
- Conducting market research and analyzing consumer trends.
- Performing competitive analysis using Porter’s 5 Forces.
- Developing the product roadmap and defining value propositions.
- Designing the customer journey and key user personas.
- Formulating a go-to-market strategy for B2B and B2C expansion.
Key Outcomes
1. Market Research & Consumer Insights
- India’s GDP projected to reach $7.3 trillion by 2030, fueling higher consumption.
- Rural consumption is increasing, with a shift towards healthier, organic food options.
- Restaurant industry expected to grow from $65 billion (2022) to $95 billion (2025).
- Tier 2/3/4 cities are witnessing an increase in packaged food spending.
2. Competitive Analysis
- Direct competitors: BigBasket, Reliance Fresh, D-Mart.
- Local vendors and farmer markets provide alternative sourcing channels.
- Key Differentiator: Hyper-local sourcing, traceability with blockchain, and customized solutions for different customer segments.
3. Customer Segments & Needs
Segment | Key Needs |
---|---|
Restaurants | Fresh, consistent produce, timely delivery, cost-efficient bulk sourcing. |
Kirana Stores | Competitive pricing, reliable supply, flexible credit/payment options. |
Health-conscious Consumers | Organic, pesticide-free, eco-friendly, doorstep delivery. |
Small Farmers | Fair pricing, direct-to-market sales, better logistics and payment cycles. |
4. Business Model & Revenue Streams
- B2B: Selling fresh produce to restaurants and kirana stores.
- B2C: Direct-to-consumer organic food delivery service.
- Subscription-based revenue model for consistent ordering.
- Premium organic produce for niche customers.
5. Product Roadmap
- Phase 1 (0-6 months): Market research, onboarding farmers, launching a pilot in Tier 2 cities.
- Phase 2 (6-12 months): Expanding logistics, cold storage, and blockchain traceability.
- Phase 3 (1-2 years): Scaling B2B, launching B2C with meal plan subscriptions.
- Phase 4 (2+ years): Expansion into Tier 1 cities, AI-driven demand forecasting.
6. Unique Value Proposition
- Farm-to-table freshness with traceability.
- Reliable supply chain using optimized logistics.
- Competitive pricing for businesses & bulk buyers.
- Sustainability-focused with eco-friendly packaging.