Leveraging Technology and Sustainable Practices for Growth in Farm-to-Table E-commerce: A Comprehensive Analysis of Business Model

Leveraging Technology and Sustainable Practices for Growth in Farm-to-Table E-commerce: A Comprehensive Analysis of Business Model

Dr. Dhanya J S, Gopika Manoj, Edele Sharon Pereira, Deepesh K M, Dhimanth D Prabhu T, Gautam Haobam, Gokul S

1  Assistant Professor, 2 MBA Student of Finance, 3 MBA Student of Finance, 4 MBA Student of Marketing and HR, 5 MBA Student of Marketing, 6 MBA Student of Finance, 7 MBA Student of Marketing

Faculty of Management Studies, CMS Business School, Jain (Deemed-to-be University), Bengaluru, Karnataka – 560009

1 dr.dhanya_js@cms.ac.in , 2 gopika_manoj23@cms.ac.in , 3 edele_sharon23@cms.ac.in ,         4 deepesh_km23@cms.ac.in , 5 dhimanth_d23@cms.ac.in , 6 gautam_haobam23@cms.ac.in ,    7 gokul_s23@cms.ac.in

Abstract

This study explores a customized farm-to-table fruit and vegetable delivery service, analyzing its business model, market strategies, financial viability, and competitive advantages. It highlights the role of technology in optimizing operations through AI-driven forecasting, blockchain traceability, and digital platforms. A survey analysis reveals strong consumer demand for fresh, locally sourced produce, with sustainability and convenience as key factors. The study concludes that integrating digital tools, forming direct farmer partnerships, and leveraging data-driven marketing can enhance efficiency and long-term growth in the e-commerce grocery sector.

Keywords: Business Model, E-commerce, Farm-to-Table, Supply Chain Management, Financial Strategy, Risk Management, Market Strategy, Digital Transformation, AI, Blockchain.