ShagYara: fixing the broken link in the agricultural supply chain

Satpal Chauhan, founder of ShagYara, and his cofounder Praveen Verma were discussing ways to improve the supply chain of agricultural commodities using supply chain localization. Supply chain localization is a strategy based on buying where you sell and selling where you buy, and it has been a growing trend because of growing nationalism and environmental concerns, among other factors. The localization of quality produce from Uttarakhand (a state in Northern India) needed to be strategized for better expansion of agriculture. Chauhan tried to link producers (farmers) and consumers by establishing a local startup company “ShagYara,” for supplying products in Uttarakhand. In 2020, during the COVID-19 pandemic, Chauhan, an IT professional, was worried about the wastage of agricultural commodities in his village of Dehradun. There were disruptions in the delivery of fruits, vegetables, and grains, and the village could not find people to deliver the commodities. As a result, they were wasted. Chauhan wanted to help the village and boost agriculture production and sales in his village. The problem was how to fix the local agricultural supply chain.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

This content may only be distributed for use within Macquarie University.