KhetToPlate – Farm-to-Product Strategy

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.