Story of F2DF – Kisaan Ki Online Dukaan -Shark Tank India
Journey of F2DF – Kisaan Ki Online Dukaan
A Bold Pitch on Shark Tank India
The agri-tech startup F2DF – Kisaan Ki Online Dukaan made a
powerful pitch to revolutionize the agricultural supply chain. Founded by
Ishwar Sinhmar, Rahul Dhingra, Neeraj Sinhmar, and Monika Sinhmar, the platform
aims to connect farmers directly with manufacturers. By eliminating middlemen,
it ensures fair pricing and better profit margins for farmers. The founders
sought an investment of ₹50 lakhs for 1% equity, valuing their company at ₹50
crores. However, the Sharks raised concerns about the business model’s
scalability.
Aman Gupta’s Investment and Final Deal
Despite the skepticism from other investors, Aman Gupta
recognized the potential of F2DF and stepped forward with an offer. After
negotiations, he agreed to invest ₹50 lakhs for 2% equity and provided an
additional ₹45 lakhs as debt at a 10% interest rate for two years. This deal
placed the company’s valuation at ₹2.5 crores, significantly lower than the
founders’ initial expectation but still a crucial step in their journey.
A Vision for Empowering Farmers
F2DF, headquartered in Rohtak, Haryana, was founded in 2020
with a mission to boost farmers' income. The startup achieves this by reducing
input costs, increasing output prices, and introducing new revenue streams. It
provides farmers with access to bulk sales, exports, and better deals by
bringing them together on a single platform. This innovative model helps small
farmers compete with larger businesses and access a broader marketplace.
A Free Digital Marketplace for Farmers
One of F2DF’s most significant features is its
commission-free marketplace for agricultural equipment. The platform allows
farmers to buy, sell, and even rent machinery without intermediaries.
Additionally, F2DF provides farmers with free online stores and websites,
enabling them to market their products directly to customers without any
membership fees.
Connecting Farmers to Large Buyers
F2DF bridges the gap between farmers and large-scale buyers,
including corporations and the HoReCa (Hotels, Restaurants, and Catering)
sector. By doing so, it simplifies the agricultural supply chain and ensures
that farmers receive competitive prices for their produce. This direct-to-buyer
approach strengthens the bargaining power of farmers and increases their
overall profitability.
Understanding Farmers' Challenges
The founders of F2DF all come from farming backgrounds and
understand the everyday struggles faced by farmers. Before launching their
startup, they personally visited over 30 districts and interacted with
thousands of farmers. This hands-on research helped them design a solution that
truly addresses the needs of agricultural communities and provides tangible
benefits.
Scaling Up the Platform
Since its official launch in February 2021, F2DF has
expanded its operations across multiple states. The platform has successfully
trained over 44,000 farmers and created more than 400 farmer websites. Today,
it serves over 400,000 active clients and continues to grow as more farmers
embrace digital solutions for their agricultural needs.
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Revenue and Sales Performance
In the financial year 2023-24, F2DF recorded gross sales of
₹9.24 crores. The majority of revenue came from the sale of farm produce, which
accounted for ₹7.7 crores. Other income streams included agri-media services
worth ₹18 lakhs and input product sales totaling ₹1.36 crores. Despite these
impressive figures, the business faced operational expenses that impacted net
profits.
Financial Stability and Inventory Management
By the end of FY 23-24, F2DF had ₹2 lakhs in cash reserves
and inventory worth ₹55 lakhs. The company also reported a burn rate of ₹2
lakhs, indicating a controlled expenditure strategy. These financial figures
reflect the startup’s commitment to balancing growth with sustainability.
Ownership Structure and Equity Division
F2DF’s ownership is primarily held by its co-founders.
Monika Sinhmar owns the largest share at 51%, followed by Ishwar Sinhmar with
28.6%. Rahul Dhingra and Neeraj Sinhmar each hold a 10% stake, while external
investors own the remaining 0.4%. This distribution ensures that
decision-making remains in the hands of the core team dedicated to the
company’s mission.
A Growing Community of Farmers
With a rapidly expanding user base, F2DF has successfully
united over a lakh farmers on its platform. By leveraging collective bargaining
power, the company secures better deals for farmers, making bulk sales and
exports more profitable. This cooperative approach is reshaping the
agricultural industry in India.
A Vision for a Digital Agricultural Future
F2DF envisions a future where farmers have direct access to
resources, buyers, and financial tools through digital innovation. Their goal
is to act as a catalyst for integrated agricultural development by offering a
seamless online marketplace. This vision aligns with India’s push towards a
more tech-driven agricultural sector.
A Promising Path Forward
Despite initial challenges, F2DF’s journey on Shark Tank
India has given it greater visibility and financial backing. With Aman Gupta’s
investment and mentorship, the startup is poised to expand further, helping
more farmers achieve financial independence and stability. As the company
continues to evolve, it remains committed to transforming Indian agriculture
through innovation and direct farmer engagement.
Timeline for story
2020 – F2DF founded in Rohtak, Haryana.
Feb 2021 – Official platform launch.
2023-24 – Recorded gross sales of ₹9.24 crores.
Shark Tank India Pitch – Sought ₹50 lakhs for 1% equity.
Final Deal – Aman Gupta invested ₹50 lakhs for 2% equity +
₹45 lakhs debt.
FY 23-24 End – ₹2 lakhs cash reserves, ₹55 lakhs inventory,
₹2 lakhs burn rate.
