Convenience, Clean Food & Millenial Consumption Hot Areas for Investment in 2019

When scouting for interesting startups in the agriculture technologies space, Omnivore looks for those that focus on the economics of a farmer's life. Companies that help in improving profitability at a farmer level; any new technology and technique that makes the farmer make more money interest Omnivore

By
You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Omnivore Partners, a venture fund investing in early stage agricultural technology companies in India, sees the investment ecosystem in 2019 look very different.

Led by Mark Kahn, the venture capitalist fund supports ag-tech businesses that are developing solutions to improve farm productivity, support agricultural sustainability, and modernize agribusiness supply chains.

In a conversation, Subhadeep Sanyal – Principal at Omnivore Partners, explained about the fund's focus and strategy going forward.

"In term of focus, we look at three area primarily agriculture technologies, innovative foods and the rural livelihood," Sanyal told Entrepreneur India.

When scouting for interesting startups in the agriculture technologies space, Omnivore looks for those that focus on the economics of a farmer's life. Companies that help in improving profitability at a farmer level; any new technology and technique that makes the farmer make more money interest Omnivore.

In the innovative food space, companies with a very strong backward integration are of interest to the fund. "So if you have a food company which might be a processing company might be a QSR-oriented business but if you are procuring from the farmer or if you have plans to involve the farmer that is what we look at," Sanyal said.

With respect to rural livelihood, Sanyal spoke about being interested in companies in the insurance, financial services etc that are focused on farmers' supply chain innovation.

Areas Slated for Growth

According to Sanyal, the areas that are slated for explosive growth from the investments perspective clean food, millennial consumption and convenience.

Clean Food – Thee Indian consumer is aware and wants to know where their food is coming from, so the whole pieces of cleaner food and of course healthy food, clean thing is what we see evolving over the next 10 years and absorbing a lot of capital both on the tech side and the implementation side.

Millenial Consumption – Where we see huge trend is when we talk about millennial consumers The urban consumer is changing drastically and there is a huge influx of consumers who are well-travelled and hence are looking at different format whether it's that same old tea and coffee but there is a third way of coffee right now in India. "We are looking at more artesian way of coffee or better quality of teas, I think that is other area where innovation will happen," Sanyal said.

Convenience – This is something that we see is increasingly. Seeing convenience food doesn't mean junk food or fast food but people are effectively looking for more convenience in how they buy food, how they consume food, those are some of the areas, which we see taking off in a big way.

He explained how people today are looking for convenience food, which simply means the easy availability of the food also covers large aspects from cleaning it to the cooking of food as it saves the time also which is healthy.

Indian Entrepreneur Vs Foreign Players

Sanyal isn't fixated with a particular model of business when it comes to business.

He believes it is currently fifty-fifty – there are entrepreneurs who come with a model that has worked in the West. These may create a sustainable business for an entrepreneur but are not very interesting for the investor to make a return out of it. But many India-specific models are also being created.

"Like Y-Cook, a food technology company, is creating a new category of minimally processed vegetables, lentils in the food space. There's a lot that goes into the tech as far as processing and the whole backward integration is concerned. It works with 2,500 farmers to grow sweet corn but now it is growing Rajma and Chole," said Sanyal.

Latest

3 Ways Your Brain Reacts to Uncertainty

Here's Ben Angel's three-step plan to control your emotions and achieve your goals.

How a Throwaway Joke Became an Award-Winning Ad Campaign

In our 'Creative Conversations in Advertising' series, Creative Director at Goodby Silverstein & Partners Tristan Graham and Entrepreneur magazine Editor in Chief Jason Feifer discuss the birth of a very funny (and impactful) commercial.

How This Amazing Campaign Succeeded in Changing a Brand's Perception and People's Lives at the Same Time

In our series 'Anatomy of an Ad,' Group Creative Director Tony Jones gives the heartwarming story of how Operation Santa finally took off.

How this Tech Entrepreneur, Biohacker, and Author is Helping Women with Their Periods

The founder and CEO of Flo Living on the future of biohacking and hormonal healthcare.

Duce Raymond of Sweet Baby Ray's BBQ on Using Social Media Like a Boss

Interview with Sweet Baby Ray's BBQ Catering Culinary Director Duce Raymond about his fresh approach to social media content marketing and huge results with short video for the already world-famous brand.

The Key to Effectively Communicating Important Messages Is All About Simplicity

In our 'Creative Conversations in Advertising' series, award-winning Group Creative Director Giancarlo Rodas and Entrepreneur magazine Editor in Chief Jason Feifer discuss distilling complex ideas down to a simple message.

How to Deliver a Serious Message Through Humor

In our series 'Anatomy of an Ad,' Creative Director David Stevanov explains how humor can be a storyteller's most effective tool.

This Successful Shark Tank Entrepreneur Shares His Latest Innovation

The Founder of Ooonimals, Club 44, and the OOO Studio Lab talks about his current projects and what you need to know about the risks and rewards that exist in the NFT space.

Brendan Sweeney of Popmenu on How Ego is the Root of All Evil

Interview with Popmenu CEO Brendan Sweeney about building a positive user experience, the state of restaurant technology, and the importance of providing answers.

Recession-Proof Your Mindset with Neuroscience

With top economists fearing a recession, award-winning author Ben Angel teaches how to recession-proof your mindset with neuroscience to manage stress levels.

How to Find Your "Oxygen Points" to Sustain and Grow Your Business, According to an Investment CEO

Entrepreneur Network Partner Ashley Crouch sits down with the CEO of Al Zarooni Emirates Investments, Dr. Adil Alzarooni.

How to Get Investment Funding for Your Business

Entrepreneur magazine's Editor-in-Chief Jason Feifer and Narya Partner Falon Donohue have a lively and informative conversation about securing the funding you need to launch your dream.

Keith Koo Explains How Angel Investors Prioritize Startup Funding Decisions

Entrepreneur Network Partner Ashley Crouch sits down with the Managing Partner of Guardian Insight Group and Angel Investor, Keith Koo.

Why this Popular Web3 Esports Game Was Designed with a Play-to-Earn Model

The Chief Product Officer of MonkeyLeague discusses his company, why monkeys are all the rage for NFTs and gaming, and his advice for developers.

Discover Entrepreneur Series

Whether you need advice on how to get your business off the ground or you’re just looking for inspiration, our video series have something for everyone. Browse our library below to find a series that speaks to you and your interests.