Founders Unfiltered Ep. 142 : ₹2700 Crore Agri-business ft. Arya.ag
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Nov 23, 2025 Prasanna Rao, Co-founder and CEO of Arya.ag, shares insights from his journey in agritech. He discusses how Arya.ag empowers farmers by improving sales processes and access to credit, boosting their incomes. Prasanna reflects on transitioning from banking to entrepreneurship, identifying market gaps, and the importance of humility in leadership. He highlights the tech adoption accelerated by COVID-19 and Arya.ag's role in creating a trust-based green operating system that bridges various players in agriculture. His candid reflections on failures offer valuable lessons for aspiring founders.
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Freedom To Choose When And Whom To Sell
- Arya.ag solves two core farmer problems: when to sell and whom to sell to.
- Solving those restores 15–40% better prices and broader buyer choice for farmers.
Leaving Banking To Solve Farmgate Gaps
- Prasanna left ICICI after seeing structural limits in banks reaching farmgate production.
- He and co-founders started Arya.ag to serve markets banks couldn't, accepting the risks of entrepreneurship.
Win Your Team Before You Win Customers
- Convince your team first before selling externally; internal belief precedes scale.
- Drop the "Messiah syndrome" and listen to customers to build trust and traction.