Coming from farming families, the founders aimed to address the challenges faced by farmers, including high input costs, limited market access, and middlemen exploitation.
They launched F2DF as an online marketplace to empower farmers with fair pricing, direct access to manufacturers, and additional revenue opportunities.
Brand Overview
F2DF is a Rohtak-based agri-tech startup that connects farmers directly with manufacturers through its digital platform.
The startup focuses on eliminating middlemen to ensure fair pricing.
Reducing input costs and increasing output value for farmers.
Offering commission-free buying, selling, and renting of agricultural equipment.
Providing free online stores for farmers to market their products without membership fees.
F2DF has trained over 44,000 farmers, created 400+ farmer websites, and operates across 25 states in India.
It has an active client base of 400,000 users.
Shark Tank India Appearance & Ask
The founders appeared on Shark Tank India Season 4.
They sought an investment of ₹50 lakhs for 1% equity at a valuation of ₹50 crore.
They aimed to secure funding for scaling operations and tapping into new markets.
While the Sharks questioned the scalability of the business model, Aman Gupta saw potential in their vision and made an offer.
Season and Episode Air Date
Season: 04
Episode: 39
Episode Air Date: Thursday, 27 February 2025
Product Overview
F2DF operates as a comprehensive ecosystem for farmers by:
Providing access to agricultural inputs like seeds, fertilizers, and equipment at competitive prices.
Facilitating bulk sales and exports by aggregating farmer produce on a single platform.
Offering training programs and access to government schemes to enhance farmer productivity.
Creating free online stores for farmers to sell their products directly.
Investor Reactions
Aman Gupta: Believed in the potential of the platform despite scalability challenges and secured the deal.
Other Sharks: Raised concerns about scalability and questioned why external funding was necessary, given the business’s existing traction.
Customer Engagement Philosophy
F2DF focuses on empowering farmers by addressing their pain points:
Reducing dependency on middlemen.
Enhancing market access through digital solutions.
Providing education and training to improve farming practices.
Product Highlights
Social Impact: Works with over 44,000 trained farmers across 25 states.
Digital Empowerment: Created 400+ farmer websites to enable direct-to-consumer sales.
Sustainability: Promotes inclusive growth by increasing household incomes of farming families.
Future Vision
Mission: To improve competitiveness in agriculture by catalyzing innovation, building capacity, and enhancing productivity across the value chain.
Vision: To act as a catalyst in the integrated development of farmers through a digital marketplace that ensures economic stability and inclusive growth.
Expansion Plans
Scale operations to include more states and districts across India.
Enhance B2B collaborations with large agribusinesses and export markets.
Invest in technology upgrades to streamline platform operations.
Deal Finalized or Not
After negotiations, F2DF secured a deal with Aman Gupta:
₹50 lakhs for 2% equity.
₹45 lakhs as debt at a 10% interest rate for two years. This deal valued the company at ₹2.5 crore.
Improve competitiveness in agriculture through innovation and capacity building
Vision
Ensure economic stability and inclusive growth through a digital marketplace
Expansion Plans
Scale operations, enhance B2B collaborations, invest in tech upgrades
Market Potential
Indian Agri-Tech Market
Growing rapidly due to digitalization and government support
Indian Agricultural Exports
Valued at over USD 43 billion in 2022
Global TAM
USD 24.3 billion by 2028 (CAGR 12.1%)
Indian TAM
High growth potential due to direct-to-consumer sales and exports
Target Audience & Demographics
Target Audience
Farmers, agribusinesses, exporters
Age Group
25-55 years
Income Level
Middle to high-income farming families
Geography
Rural and semi-urban areas across 25 states in India
Marketing Strategy
Brand Positioning
Trusted farmer marketplace eliminating middlemen
Key Campaigns
Agricultural festival promotions, influencer collaborations
Content Strategy
Informative blogs, success stories, video content
Digital Marketing
SEO, social media ads, email campaigns
Influencer Marketing
Partnerships with farming leaders and agricultural experts
Distribution Strategy
Online Presence
E-commerce platform, mobile app
Offline Expansion
Local agricultural cooperatives, B2B collaborations
Logistics Optimization
Reliable delivery partners for timely fulfillment
Advantages & Challenges
Advantages
Social impact, digital empowerment, scalability potential
Challenges
Scalability concerns, SEO performance, competitive market
Success Factors
Why F2DF Can Succeed
Digital agriculture growth, strong social impact, strategic investor backing
Mitigation Strategies
Tech upgrades, SEO improvements, market differentiation
Future Business Roadmap
Short-Term Goals (2025-26)
Improve SEO, expand to more districts, strengthen B2B ties
Medium-Term Goals (2027-28)
Launch new features, explore international exports, train 100,000 farmers
Long-Term Goals (2029-30)
Become a leading agri-tech platform, expand into livestock & fisheries, reach ₹100 crore valuation
F2DF Shark Tank India Business Plan
Business Potential in India
Market Size and Growth:
The Indian agricultural market is vast, with agriculture contributing significantly to the country’s GDP.
The agri-tech market in India is growing rapidly, driven by digitalization and government initiatives to enhance agricultural productivity and efficiency.
The Indian agricultural exports were valued at over USD 43 billion in 2022, indicating a large potential market for F2DF’s services.
Drivers of Growth:
Increasing adoption of technology in agriculture to improve efficiency and reduce costs.
Government policies supporting digital platforms for farmers, such as the National Agriculture Market (eNAM).
Rising demand for sustainable and efficient agricultural practices.
Total Addressable Market (TAM)
Global TAM: The global agricultural technology market is projected to reach USD 24.3 billion by 2028, growing at a CAGR of 12.1%.
India TAM: The Indian agri-tech market is expected to grow significantly due to the large agricultural sector and increasing digital adoption. F2DF can tap into this market by focusing on direct-to-consumer sales and bulk exports.
Ideal Target Audience and Demographics
Target Audience:
Farmers seeking better market access and fair pricing.
Agribusinesses looking for efficient supply chain solutions.
Exporters interested in bulk purchases of agricultural produce.
Demographics:
Age Group: 25-55 years.
Income Level: Middle-income to high-income farming families.
Geography: Rural and semi-urban areas across 25 states in India.
Marketing Strategy
Brand Positioning:
Position F2DF as a trusted platform for farmers to sell produce directly to buyers, eliminating middlemen.
Highlight the benefits of reduced input costs and increased output value.
Campaigns:
Run targeted campaigns during agricultural festivals and events.
Collaborate with agricultural influencers and local farming communities.
Content and Digital Marketing Strategy
Content Creation:
Develop informative blogs on agricultural best practices and market trends.
Create video content showcasing success stories of farmers using F2DF.
Digital Marketing:
SEO Optimization: Improve website SEO to increase organic traffic (currently 0 visitors/month).
Social Media Ads: Leverage platforms like Facebook and LinkedIn to reach farmers and agribusinesses.
Email Campaigns: Send regular newsletters highlighting new features and market opportunities.
Influencer Marketing:
Partner with local farming leaders and agricultural experts to promote F2DF.
Distribution Strategy
Online Presence:
Enhance the existing e-commerce platform to facilitate seamless transactions.
Develop a mobile app (already available) to increase accessibility for farmers.
Offline Distribution:
Establish partnerships with local agricultural cooperatives and farming communities.
Expand B2B collaborations with large agribusinesses and exporters.
Logistics Optimization:
Partner with reliable logistics providers to ensure timely delivery of produce.
Advantages
Social Impact: Works with over 44,000 trained farmers, promoting inclusive growth.
Digital Empowerment: Created 400+ farmer websites for direct sales.
Sustainability: Reduces middlemen, ensuring fair pricing and increased farmer income.
Scalability: Potential to expand across more states and districts in India.
Challenges
Scalability Concerns: Maintaining quality and efficiency while expanding operations.
Competition: Other agri-tech platforms may offer similar services.
SEO Performance: Currently lacks organic traffic, requiring improvement.
Reasons Why F2DF Can Be Successful
The growing demand for digital solutions in agriculture aligns with F2DF’s mission.
The strong social impact and digital empowerment of farmers create a loyal customer base.
Backing from Aman Gupta provides strategic guidance and resources for scaling.
Mitigation Strategies
Scalability:
Invest in technology upgrades to streamline platform operations.
Hire experienced professionals to manage expansion.
SEO Improvement:
Engage SEO experts to enhance website visibility.
Regularly update content to attract organic traffic.
Competition:
Focus on unique selling propositions like commission-free transactions and direct market access.
Future Business Roadmap
Short-Term Goals (2025-2026):
Enhance SEO performance to increase organic traffic.
Expand operations to cover more districts and states in India.
Strengthen B2B partnerships with large agribusinesses.
Medium-Term Goals (2027-2028):
Launch new features on the platform to facilitate easier transactions and market access.
Explore international markets for exports, starting with neighboring countries.
Increase the number of trained farmers to 100,000.
Long-Term Goals (2029-2030):
Establish F2DF as a leading agri-tech platform in India.
Achieve a valuation of ₹100 crore through sustained growth and expansion.
Expand into new agricultural sectors like livestock and fisheries.
F2DF – Kisaan Ki Online Dukaan is well-positioned to transform India’s agricultural supply chain by leveraging technology to empower farmers. With strategic partnerships and improvements in SEO and scalability, it can achieve significant growth and become a household name in the agri-tech sector.
F2DF Shark Tank India Episode Review