Abstract
This case is based on the company InGreens, which is an agri-mobile platform, one which works in connecting the rural B2C and G2F service space (those related to agriculture—soil health card, farm insurance, online licensing for seeds, pesticides, fertilizers, etc.). It was incubated from Science and Technology Entrepreneurs’ Park (STEP), IIT Kharagpur and supported by the Government of West Bengal. The key motive was helping the farmers and the agricultural process as a whole, using technology for better and efficient connectivity between the government people and the farmers, on a real-time basis. They were facing dilemma on the ways to expand their functioning, through their third-party recruits (Gram Doots) and the case brings forth these challenges. InGreens was planning to utilize the reach of the Gram Doots for venturing into rural m-commerce, in the agricultural as well as the consumer products sectors. The case was written keeping in mind the students of HRM and entrepreneurship.
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