In the bazaars of …

The next time you spot an eFarm van stopping from street-to-street or an enterprising couple taking orders from customers, sourcing vegetables or, for that matter, even counselling others on how to run a mandi, make sure you shop there.

Venkata Subramanian (Venky) and Srivalli Krishnan are more than your next-door vegetable sellers. The duo left their well-paying corporate jobs and years of industry experience to tap agri supply between rural and urban market, with a model linking farmers to suppliers.

Matchbox Solutions is a social enterprise, which is based on the “bottom of the pyramid engagements”. Besides consultancy, the start-up is involved in building core competency in niche areas, including eFarm.

“The regular perishable commodity you shop from the retail shops goes through three to five jumps before it reaches the consumer,” explains Venky about the community-driven farm-to-home supply chain that makes buying vegetables more transparent and economical. “Here, we bring it to you within one or two jumps.”

To facilitate the supply, eFarm is in direct touch with 10 to 15 farms in Tamil Nadu, 200-odd self help groups and micro finance institutions.

Entrepreneurial call

A B.Arch graduate from IIT-Kharagpur, Masters in Computer Science from the U.S. and over 12 years of IT experience, Venky decided to seize the opportunity when it knocked.

“I had the experience of working in various domains in IT, especially in crisis-driven situations. As an entrepreneur I was keen on working in a niche area,” recalls Venky about how the idea struck him when the farmer crisis was at its peak.

Venky’s homework started with “setting the process right,” studying different buying patterns, linking up with farms, training the ground staff and above all building a data system. Venky’s search for a business partner yielded more than he bargained for. He met Srivalli, a Business Management with over eight years experience.

“All my life I have been an entrepreneur, selling biscuits, crafts, textiles and all things branded. But, I never thought of selling vegetables,” Srivalli says how her current profile “adds value” into the venture. It took Venky a month to convince Srivalli about the potential in the market.

“We have complementary skills and are very clear on each of our roles,” says Srivalli, who taps clients through social networking sites, online marketing, etc.

Vegetables on the go

The couple say eFarm has grown from pilot to growth stage, though it still concentrates on selling vegetables to pockets in Valmiki Nagar, Taramani, Besant Nagar, Indira Nagar, among others, via its mobile van. “We get people from different strata of society and our perishables our sold accordingly. Around four to six tonnes of vegetables and fruits are sold a week,” they say.

So, why should you buy? “It is 10-20 per cent cheaper than shopping from a retail shop, but as our volumes pick it will get even reasonable. We are as cheap as going to Koyambedu market,” says Venky. eFarm’s revenue model is “cash and carry”. Plus, it has received a grant this January from the Government of India.

Venky is new in the market, but he considers those pricking questions and convincing his family about his decision as his greatest hurdles. Until then, it is late night delivery trucks, early morning distributions that will keep this couple awake!

Company: Matchbox Solutions, Started: 2007, Founders: Venkata Subramanian and Srivalli Krishnan, Team: 10, Funding: Self, Know Me Better: www.matchboxsolutions.in, Email: venky@matchboxsolutions.in

(This column celebrates the spirit of entrepreneurship. If you are an entrepreneur with a successful business model or know one, write to us at firstinnings@goergo.in)