Behtar Zindagi

Behtar Zindagi

Using technology to reduce input costs & provide better choice for Indian farmers by Creating India’s Largest Direct-to-farmer Marketplace.

An ecosystem to disrupt the Traditional Supply Chain to directly serve the farmers at scale via a singular access market.

We have built a solution delivery model that addresses the challenges of regional restrictions, farmer’s trust, last mile delivery, buyer knowledge and awareness, and sellers onboarded.


We are already India’s largest pure D2F Agri-input player in a competitive set that includes Dehaat, Agrostar, Gramaphone, Unnati, Bidhaat. Our technology platform is also one of our strong differentiators.


The farming sector is facing a big crisis of rising input costs in the last 15-20 years. The 160 million farmer segment is a hugely under-served consumer leading to high costs, poor access to quality products & solutions (machinery). The barriers of remote geographical reach, licensing restrictions, regional crop variations and lack of product knowledge among farmers has created huge need gaps in the 3 Lakh crore (US$ 40Bn+) Agri-Inputs (Seeds, Agro-chemicals, Live-stocks & machinery) market which we are seeking to fill. A massive market with inefficiencies and an under-served consumer segment with a large base.


CEO: BE(CS) & MBA (IMT-G) Serial Techno-entrepreneur, with 20+ years’ in running businesses in music mobile, pay-per-play games and rural IVR service. Successfully launched an Arabic mobile gaming app in the Middle East. 15+Years in agri-sector drove 300+ on-ground events in Rural India. Project Experience with Gates Foundation. 20+ years in driving digital content adoption.
CFO/CSO: B.E., MBA(IMT-G)-Finance. Over 2 decades of experience in Corporate, Investment banking & Financial services. Started career with CRISIL India’s premier credit rating agency. Worked with ICICI, ABN AMRO and Société Générale in Corporate & Investment banking. Passionate about merging technology & finance for driving consumer experience
Technology Head: BE-IT (NSIT-Delhi). 12+ years in building apps in various verticals such as Fintech, e-commerce Analytics. 7+ years in Paytm , part of growing Fintech team from first funding to IPO. Technology enthusiast by profession. Engaged at Strategic level currently will join full time in next 3-6 month.

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