Customer story
An agri-tech startup onboards 1,240 farmers with Webzenia.
A Pune agri-tech startup connected small-holding farmers to institutional buyers entirely through manual WhatsApp coordination, with no live pricing. Webzenia built a custom marketplace with real-time mandi rates.
The challenge
A Pune agri-tech startup was connecting small-holding farmers to institutional buyers through WhatsApp coordination and manual logistics. Every match, price, and delivery was negotiated by hand.
The manual model could not scale and could not give farmers a fair price. Without live mandi data at the point of sale, farmers had no reference for what their produce was worth, and buyers received inconsistent quality that pushed up rejection at their end.
The approach
Webzenia built a custom farmer-to-buyer marketplace with real-time mandi pricing. Farmers saw the live rate for their produce before they committed, which changed the negotiation from guesswork to data.
The marketplace ran as a web application on Vercel, with onboarding and order coordination driven through WhatsApp Business API so farmers used a tool they already knew. No app install was required.
We automated logistics and matching on n8n, and used OpenAI to grade produce listings and match supply to buyer requirements, which is what brought down rejection. Payments settled through Razorpay, with Twilio handling voice and SMS confirmations for farmers offline.
The platform ran 24 weeks from build to the reported onboarding. Webzenia designed the interface for low-literacy, low-bandwidth use from the first screen.
The results
The marketplace onboarded 1,240 farmers in 60 days, replacing the manual WhatsApp model entirely. Live mandi pricing turned every negotiation from guesswork into data.
Farmers realised prices 18% above the mandi average. A visible live rate gave them a floor to negotiate from for the first time.
Produce rejection at the buyer end fell 34%. AI grading matched supply to what each buyer actually wanted, so the price and quality signals now live in the transaction rather than being negotiated case by case.
The stack behind it
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