Ninjacart

Ninjacart is a B2B fresh produce supply chain company backed by Flipkart, Walmart, Tiger Global, and Accel.

Thiru, the founder and CEO, gave me a mandate to build and scale new business lines. I took the farm-to-marketplace business unit, known internally as freewheel, and ran it with full P&L ownership.

What it became

₹120Cr ARR. 14,400 metric tons of produce moved. A team of 162 across demand, supply, and operations.

The reason it was worth doing: the problem statement addressed a total addressable market roughly 20 times larger than the primary business unit. A business that big inside a company that already had product-market fit elsewhere is the kind of thing that only gets built if someone owns it end to end.

How it got built

The work was less about strategy decks and more about standing up functions that did not exist. I built and coached procurement, vendor, operations, HR, finance, analytics, and business teams, then laid the KPIs and KRAs and drove alignment to the business objectives.

Fresh produce is unforgiving. Margins are thin, the product spoils, and the supplier base is fragmented across thousands of farmers and mandis. You learn quickly that trust and unit economics are the only two things that matter, and that neither can be bought with discounting.