From Logistics to Orchestration: Why India Needs Business Network Orchestrators
On 2 July, Flipkart-backed agritech startup Ninjacart said it has raised $6 million from existing investors Accel, Fundamentum, and Tiger Global, marking the first tranche of a larger funding round, as it prepares for a public listing over the next two years. Founded in 2015, Ninjacart operates a full-stack fresh produce supply chain connecting farmers with retailers, quick commerce platforms, modern trade chains, hotels & restaurants, and exporters. According to the company, its business has grown threefold over the past year. This may be read as just a another e-commerce development. But, I argue, it points to a shift underway across the Indian economy: some of the country's most strategically important businesses no longer sell to consumers. They help other businesses function. This shift deserves more attention than it gets. For over a decade, India's startup narrative has been dominated by consumer internet — food delivery, ride-hailing, payments, e-commerce — platfor...