Animall: Driving Innovation In Livestock Trading Through Digitalization

In August 2022, Neetu Yadav and Kirti Jangra, co-founders of Animall, reflected upon their experience of starting a business in a highly competitive and fragmented Indian livestock management market. The industry suffered from a shortage of skilled workforce, inadequate infrastructure, and needed better access to modern technology. Yadav and Jangra were tasked to consider the competition in the digital space, assess the difficulty in penetrating a geographically and digitally remote market, and to build farmers' trust to grow the business. Yadav identified four opportunities for growing the business: expansion in veterinary services, providing nutrition advice, focus on particular animal breeds, and entry into other Indian states.

The case can be used for courses such as digital platform business, digital transformation, and digital marketing to teach value creation, business model, growth barriers, and actions to manage a digital platform business. The instructor can also use this case study to teach the evolutionary journey of a digital platform business in an entrepreneurship class. The case is relevant for graduate and post-graduate classes. After working through the case and assignment questions, students will be able to do the following:<ul><li>Discuss the incremental approach to starting a digital platform business in a highly competitive and fragmented industry.</li><li>Identify the barriers to the success of a digital platform business in a competitive and fragmented industry and to assess the application of coherent principles to make the business effective.</li><li>Analyze the value creation in a digital platform business model that provides social and corporate benefits.</li><li>Evaluate the alternatives available to an agile, scalable, and secure digital platform business to grow the multi-sided platform business model.</li></ul>

• Digitization
• Dairy Farming
• Digital Transformation
• Platform Economy
• White Revolution