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The Rise of AgriTech Ecosystem in India

Agriculture has always been at the heart of the Indian economy. The bulk of the population is still dependent on agricultural activity to meet their basic needs. Even though there has been a digital boost amongst the farmer community present in the market, agricultural productivity is still low. Also, the proportion of agricultural employees in India is anticipated to fall to 25.7% by 2050. Furthermore, with high labor costs, a shortage of skilled workforce, and food security among the primary issues impeding agricultural output, farmers require a technological boost to match the rising demand. 

Where other businesses are facing a funding winter amidst this economic crisis, the agritech market is anticipated to increase at a CAGR of almost 50%, hitting a $34 billion market by 2027 over the next five years, reveals a new report by Avendus Capital. This will only lead to the rise of agritech ecosystem in India. Here are the 3 major trends dominating the industry:

  1. Increased investments in Agri-tech: An EY report states that the Indian agritech market potential is expected to be around US$ 24 billion by 2025 According to Entrackr, between January 2020 and June 2022, about 100 agritech startups raised nearly $1.33 billion across 139 deals.
Agritech startup funding Y-O-Y growth
Agri startup funding
  1. Boost in Digital Literacy in Tier 2 & Tier 3 cities: In the last 5 years, smartphone penetration has soared by 150%, reaching 50% of rural households. This has helped to democratize the knowledge that can be used for agricultural management. Short-form video consumption has driven social media usage in rural India. The apps like MX Player, Snapchat, and Moj are ranked #2, #4, and #6 in terms of app downloads in India, respectively, according to Digital India 2022 (DataReportal).
  1. Farming-as-a-Service: Given the uncertainty around commodity prices and marketing, FaaS has been a lifesaver for marginal farmers and farm owners looking to cut fixed expenses and lower the need for collateral. As the cost of using a machine is split across multiple entities, they can rent rather than buy making it more affordable and accessible.

Indian agribusiness is surely getting a makeover and the focus is more on creating a better mobile experience for farmers by arming them with smart devices and digital tools to create a smooth mobile experience. The number of Agri-based Mobile applications has also shot up at a much faster rate. Industry behemoths have already ventured into the field to fill the existing gap in the market. Let’s look at some of the popular agri-based applications: 

  1. ITC MAARS: FMCG conglomerate ITC launched a super app– ITC MAARS (Meta Market for Advanced Agricultural Rural Services) to boost farmers’ income and efficient procurement of Agri products by providing agricultural and related services to farmers on a digital platform. The phygital ecosystem gives farmers AI/ML-driven value-added personalized and hyperlocal crop advisories. 

Features:  

  • A crop calendar for scientific planning of crop cycles, 
  • A ‘‘crop doctor’’ function for real-time resolution of infestation, 
  • Access to good quality inputs and market linkages, 
  • Real-time soil testing, and precision farming among others. 

It will also onboard financial partners to provide loans and sell insurance. The app will allow the farmer to check the prices of the products in the nearest mandi and the option to sell them to ITC.

  1. Kisan AgriDoctor: AgroStar
Popular agri-based applications: Kisan AgriDoctor: AgroStar

A one-stop shop for all farmer needs, Kisan AgriDoctor has over 5 Lakh farmers on its Kisan agricultural Helpline app, which also happens to be the highest-rated farming-focused app in India.

  1. Samaadhan FaaS: EM3 AgriServices
popular agri-based applications: Samaadhan FaaS: EM3 AgriServices

Centered on providing technology and mechanization to the farming community on a Pay-for-Use basis to increase agricultural output.

  • Through a network of farm hubs, the app provides a platform that enables technology to reach the farmer and the farm (Samadhan Kendras)
  • Each unit is outfitted to handle a full range of fundamental and precision agricultural activities across the entire crop production cycle and is administered by IT-enabled technologies.
  1. GrainBank: Ergos 
popular agri-based applications

A technological platform that lets farmers transform their grains into tradable digital assets, get loans against those assets through associate NBFCs and Banks, and get better prices for their output.

The Way Forward: 

Attracting farmers to the mix through a knowledge management portal and using it to engage with them has become an absolute necessity now. This platform could be a marketplace, a movie theatre, a medical device, or an upskilling venture in the hands of the group. It is a data mine of valuable information, providing insights into the behavior of one of the largest occupational sectors of the country. The other means could be a  transparent ecosystem along with a mobile app with a smart interface that would help in making farmers’ journeys more transparent, trackable, and real-time in action. 

Additionally, government initiatives such as an exclusive super app for farmers would educate them on post-harvest concerns including marketing, crop cultivation, and technology. It will also facilitate direct communication between farmers and the scientific community offering limitless possibilities and dramatically improving the experience for farmers, consumers, and organizations. Further, the recently announced agriculture-focused accelerator fund in the Budget 2023 would significantly strengthen the agritech ecosystem.

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NPS in Insurance Claims: What Insurance Leaders Are Doing Differently

Claims are the moment of truth. Are you turning them into moments of loyalty?

In insurance, your app interface might win you downloads. Your pricing might drive conversions.
But it’s the claims experience that decides whether a customer stays—or leaves for good.

According to a survey by NPS Prism, promoters are 2.3 times more likely to renew their insurance policies than passives or detractors—highlighting the strong link between customer advocacy and retention.

NPS in insurance industry is a strong predictor of customer retention. Many insurers are now prioritizing NPS to improve their claims experience.

So, what are today’s high-NPS insurers doing differently? Spoiler: it’s not just about faster payouts.

We’ve worked with claims teams that had best-in-class automation—but still had low NPS. Why? Because the process felt like a black box.
Customers didn’t know where their claim stood. They weren’t sure what to do next. And when money was at stake, silence created anxiety and dissatisfaction.

Great customer experience (CX) in claims isn’t just about speed—it’s about giving customers a sense of control through clear communication and clarity.

The Traditional Claims Journey

  • Forms → Uploads → Phone calls → Waiting
  • No real-time updates
  • No guidance after claim initiation
  • Paper documents and email ping-pong

The result? Frustrated customers and overwhelmed call centers.

The CX Gap: It’s Not Just Speed—It’s Transparency

Customers don’t always expect instant decisions. What they want:

  • To know what’s happening with their claim
  • To understand what’s expected of them
  • To feel heard and supported during the process

How NPS Leaders Are Winning Loyalty with CX-Driven Claims and High NPS

Image Source: NPS Prism

1. Real-Time Status Updates

Transparency to the customer via mobile app, email, or WhatsApp—keeping them in the loop with clear milestones. 

2. Proactive Nudges

Auto-reminders, such as “upload your medical bill” or “submit police report,” help close matters much faster and avoid back-and-forth.

3. AI-Powered Document Uploads

Single-click scans with OCR + AI pull data instantly—no typing, no errors.

4. In-the-Moment Feedback Loops

Simple post-resolution surveys collect sentiment and alert on issues in real time.

For e.g., Lemonade uses emotional AI to detect customer sentiment during the claims process, enabling empathetic responses that boost satisfaction and trust.

Smart Nudges from Real-Time Journey Tracking

For a leading insurance firm, we mapped the entire in-app user journey—from buying or renewing a policy to initiating a claim or checking discounts. This helped identify exactly where users dropped off. Based on real-time activity, we triggered personalized notifications and offers—driving better engagement and claim completion rates.

Tech Enablement

  • Claims Orchestration Layer: Incorporates legacy systems, third-party tools, and front-end apps for a unified experience.
  • AI & ML Models: For document validation, fraud detection, and claim routing, sentiment analysis is used. Businesses utilizing emotional AI report a 25% increase in customer satisfaction and a 30% decrease in complaints, resulting in more personalized and empathetic interactions.
  • Self-Service Portals: Customers can check their status, update documents, and track payouts—all without making a phone call.

Business Impact

What do insurers gain from investing in CX?

A faster claim is good. But a fair, clear, and human one wins loyalty.

And companies that consistently track and act on CX metrics are better positioned to retain customers and build long-term loyalty.

At Mantra Labs, we help insurers build end-to-end, tech-enabled claims journeys that delight customers and drive operational efficiency.
From intelligent document processing to AI-led nudges, we design for empathy at scale.

Want a faster and more transparent claims experience?

Let’s design it together.
Talk to our insurance transformation team today.

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