Bhavana Ghanta Design Portfolio

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Problem

Agricultural co-ops today depend on scattered tools like WhatsApp, Excel, and phone calls, which leads to:

Poor inventory visibility
Inefficient order fulfillment
Logistics errors and delays
Unclear payment tracking

There is a need for a centralized digital platform that:

Connects farmers, co-op managers, buyers, and logistics
Improves transparency and coordination
Reduces waste and manual effort
Ensures reliable and timely deliveries

Agricultural co-ops today depend on scattered tools like WhatsApp, Excel, and phone calls, which leads to:

Poor inventory visibility
Inefficient order fulfillment
Logistics errors and delays
Unclear payment tracking

There is a need for a centralized digital platform that:

Connects farmers, co-op managers, buyers, and logistics
Improves transparency and coordination
Reduces waste and manual effort
Ensures reliable and timely deliveries

“India loses agricultural produce worth ₹1.5 lakh crore each year due to post-harvest inefficiencies (transport, storage, handling).”

Hindustan Times

Overview

We’re building a unified system that helps co-ops and farmers work together to secure better prices, reduce waste, and fulfil larger orders together.

The Eco System

Farmer

Wants : Grows the crop and wants to sell it at the best price with out middle men.

Inventory shared late or not updated timely can lead to loss of orders.
Produce often wasted due to lack of communication between Co-op and farmer
Slow or unclear payouts
Communication happens across scattered channels (phone/ WhatsApp)

Inventory shared late or not updated timely can lead to loss of orders.
Produce often wasted due to lack of communication between Co-op and farmer
Slow or unclear payouts
Communication happens across scattered channels (phone/ WhatsApp)

Co op Manager
(Logistics)

Wants to full fill all the orders with high efficiency and less chaos.

Juggles WhatsApp, calls, Excel, and manual checks
No real-time view of total stock across farms
Hard to match demand vs supply efficiently
No tools to allocate produce based on expiry or quality
Routing trucks manually → fuel/time wasted
High risk of errors in planning & fulfilment

Juggles WhatsApp, calls, Excel, and manual checks
No real-time view of total stock across farms
Hard to match demand vs supply efficiently
No tools to allocate produce based on expiry or quality
Routing trucks manually → fuel/time wasted
High risk of errors in planning & fulfilment

Buyer

Wants to buy the produce with ease and get fresh harvest in shorter time.

No clarity on available stock or real pricing
No sense of trust or standardisation across various pillars
Delivery timelines unclear or unstable
Invoices may be delayed or inaccurate
Limited digital payment options & no credit workflows

No clarity on available stock or real pricing
No sense of trust or standardisation across various pillars
Delivery timelines unclear or unstable
Invoices may be delayed or inaccurate
Limited digital payment options & no credit workflows

Truck Driver
(Logistics)

Wants a clear route map of the destinations and its related info.

Pickup points shared manually or piece-by-piece
No optimized route planning
Must rely on printed sheets for tracking
No single place to see farmer info or quantities
Fare info unclear or informal

Pickup points shared manually or piece-by-piece
No optimized route planning
Must rely on printed sheets for tracking
No single place to see farmer info or quantities
Fare info unclear or informal

Co-op Manager
(Finance)

Wants to keep a track of all pending payments and record everything properly.

Payments scattered across farmers, buyers & co-op
Reconciliation is partly manual and prone to errors
No visibility into overall financial health
No controls on credit → over-extension risk
No consolidated dashboards (monthly / quarterly / yearly)

Payments scattered across farmers, buyers & co-op
Reconciliation is partly manual and prone to errors
No visibility into overall financial health
No controls on credit → over-extension risk
No consolidated dashboards (monthly / quarterly / yearly)

Competitor Analysis

Big Brads- Complex Multi Layer Supply Chains

In the Indian agritech landscape, there are large players like WayCool, Ninjacart, CropIn, DeHaat, Bijak, and KissanTrade, operating at massive scale with complex, multi-layered supply chains, deep logistics networks, and enterprise integrations.

Not build for small size Co-ops

While these systems are powerful, they are built for scale, not small co-ops, and often don’t serve the day-to-day needs of:

Small & marginal farmers

Village-level cooperatives

Local buyers (restaurants, stores, small distributors)

While these systems are powerful, they are built for scale, not small co-ops, and often don’t serve the day-to-day needs of:

Small & marginal farmers

Village-level cooperatives

Local buyers (restaurants, stores, small distributors)

For this case study

Intentionally zoomed into the micro-context

One Co-op

Two managers (Ops + Accounts)

5 Villages

~300 farmers

Buyers using the digital platform directly

This allowed me to design a lean, practical system that solves the real operational pain points of a small but active agricultural network, instead of building something overly complex.

Feature Comparsion