Why we started in agriculture

Every founder gets asked the same question eventually: why this problem, and why now? For us, the honest answer starts in the field — sitting with people whose work quietly keeps the rest of the country running, and watching how little modern technology has actually reached them. Not out of neglect, but because building for that reality is genuinely hard.

Agriculture in India is enormous — hundreds of millions of livelihoods depend on it, directly or indirectly. And yet it's one of the last industries that consumer technology has meaningfully touched. Compare it to retail, to ride-hailing, to food delivery — all reshaped by apps in the last decade. Most of agriculture still runs on memory, paper, and word of mouth.

We think there's a reason for that, and it's not indifference. It's difficulty. Building for this audience means building for people with different literacy levels, inconsistent connectivity, older Android devices, and a justified skepticism toward apps that promise a lot and deliver a login screen. Most technology companies look at that list of constraints and go build something easier instead — a dashboard for an office, not a tool for a field.

We decided to stay with the harder version. Partly because we believe the difficulty is exactly why it hasn't been solved — and partly because of the dozens of conversations we've had with the people we're building for. When someone describes the small, specific things that would genuinely help them, none of it sounds like a moonshot. It sounds like overdue infrastructure.

That's the philosophy behind everything we're building right now: not a reinvention of how people work, but infrastructure for the judgment they already have. We're building it slowly, testing it with real people, and refusing to ship something that looks impressive in a demo but falls apart in the conditions it actually needs to survive.

Starting in agriculture was never the safe choice. It's harder to build for, harder to distribute to, and harder to monetize than most of the categories we could have picked instead. But it's the one that matters first, and it's teaching us things about resilience, trust, and real-world constraints that we'll carry into every industry we reach next.