Abstract: The case study describes the approach taken by WayCool, an agritech startup based in Chennai, to solve some of the perennial issues associated with agriculture sector in India. The startup planned to use the phygital business model to solve the fragmentation on both ends of the agriculture supply chain that led to transport and handling inefficiency, higher costs of intermediation, and overall loss in the supply chain, all of which had an impact on farmer’s income.

Learning Objectives and Intended Course Use

The case learning objectives are to:
• Become aware of the complexities and the importance of traceability in the agri supply chain in India
• Examine the impact of start-ups like WayCool on India’s farm-to-fork supply chain ecosystem including farmers
• Evaluate the impact of digital technologies in offering various services in the agricultural supply chain
• Explore the Phygital business model