Beyond Agriculture: Sahyadri Yaan and the Rise of FPO-led Sustainable Venture

In the spread of global epidemic, Sahyadri Farm, situated in Nashik, Maharashtra, India entered the e-commerce landscape by establishing Sahyadri Yaan, an online green grocery platform. The platform sought to provide fresh vegetables and fruits directly to consumers and empower farmers by minimizing or eliminating intermediaries. Even though the platform had a robust farmer network and was scalable, it was shut down due to major operational challenges, including logistics and product quality issues, as well as balancing operational urgency with environmental commitments. This case study aims to give students a thorough understanding of the challenges faced by farmer-focused businesses in the world of Agri e-commerce. Students will learn the challenges of balancing market competitiveness, social aspirations, technology adoption, and environmental commitment by studying Sahyadri’s experience.