BAEL: CAN PIVOTING TO BLOCKCHAIN HELP THE EARLY STAGE AGRITECH STARTUP IN INDIA?

K C Shyam (), Sushmita Srivastava and Lijo John

Asian Case Research Journal (ACRJ), 2023, vol. 27, issue 03, 193-212

Abstract: Mithil Gandhi, co-founder of the AgriTech platform Bael, was in a dilemma. Gandhi was keen on using blockchain as a core technology for Bael to attract investor funds. His plan of action was to implement blockchain technology that offered a secure, transparent and trustworthy platform for the agri-transactions. However, there were challenges in scaling and attracting the stakeholders to adopt the technology, alignment issues with Bael’s business model, and his own lack of expertise in blockchain. The case also explores Gandhi’s escalation of commitment and how it affects decision making and business alignment.

Date: 2023
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DOI: 10.1142/S0218927523500116

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