Three key takeaways
- Han Agri Innovations is strategically transitioning from B2B to D2C/B2C to increase sales, which in turn drives the social impact of its non-profit arm, Han Agrocare LLP.
- Women on Wings consultants provided practical support to develop a B2C/D2C marketing strategy, execution roadmap, and tested messaging to highlight traceability and farmer welfare.
- The D2C strategy is critical for scaling demand for the produce of women farmers trained by Han Agrocare, creating a direct link between commercial success and social mission.
Han Agrocare LLP drives social impact by training women and farmers who are landless and marginalized in the hilly regions of Uttarakhand, Himachal Pradesh and gradually expanding to western and northeastern states of India. They provide training on cultivating medicinal mushrooms, ready-to-fruit bags, and guarantee buy backs to create rural livelihoods. Its commercial arm, Han Agri Innovations Pvt. Ltd. (Hi Shroomz™) sells nutraceuticals and functional foods made from the bioactive extracts of these medicinal mushrooms.
We partnered to sharpen the bridge between social impact and commercial viability, focusing on Han Agri Innovations, as its sales success directly enables Han Agocare’s social impact. To realize its potential, the commercial arm needed a strong strategy for transitioning from a B2B model to a wider D2C/B2C market.
Women on Wings business consultants Supriya Kapoor and Shashi Mahlawat, alongside marketing expert Nicolette Biessels delivered practical consulting support in market expansion.
What Women on Wings did with Han Agri Innovations
- Designed a practical B2C/D2C marketing strategy and execution roadmap, focused on launching Hi Shroomz products in retail and online channels
- Mapped the farmer → processor → consumer journey to identify quality checkpoints and communications touchpoints that protect farmer incomes while building brand trust
Immediate wins
- A clear segmentation of target consumers (health-conscious urban buyers, wellness retailers and specialty nutraceutical channels)
- An execution plan with prioritized pilots (one extract SKU + one functional tea) and a tested messaging framework that highlights traceability and farmer welfare
- A spike in visibility and inquiries through social media channels.
Next steps for Han Agrocare & Han Agri Innovations
- Launch a small D2C pilot for Hi Shroomz functional tea and one extract SKU
- Use pilot learnings to refine pack formats, pricing and subscription offers
- Develop a short film showcasing farmer stories and the closed-loop journey for use in digital marketing
Discussing purchase readiness and strategic value of D2C + B2C
These commercial strategies are designed to co-create jobs for rural women through Han Agrocare. Successful market transition = more sales = more demand for Han Agrocare’s produce = more jobs for women farmers.
Is your social mission constrained by your business strategy? We support enterprises that employ over 250 women in rural India (directly or through partners) in market-driven execution that creates social impact.
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