Innovative but unreachable: sustainable revenue models for agri-tech in emerging markets

Learning outcomes This case aims to facilitate discussion and learning around the following teaching objectives: to enable students to evaluate alternative business models for commercialising AI-based solutions; to help students apply stakeholder analysis to assess the feasibility and impact of implementing selected business models in AI-driven sustainability initiatives; to enable students to assess the financial viability and long-term sustainability of proposed revenue models for AI-enabled solutions; and to encourage students to develop strategic frameworks for monetising AI-enabled innovations. Case overview/synopsis The case narrates the entrepreneurial journey of Nitin, an AI enthusiast striving to introduce a groundbreaking solution to a community (farmers) that needs help but has yet to recognize its value and contribution. As the founder of AiProff, Nitin has developed AI-driven technology to address the urgent issue of wildlife encroaching on farmland and damaging crops. His innovation, PashuTham, is an AI-powered system designed to detect and deter crop-raiding animals without causing any harm. This modern and novel approach to mitigating human-wildlife conflict safeguards crops from wildlife raids, ensuring better yields and sustaining agricultural productivity. Although PashuTham is technically sound and has received positive reviews during testing, AiProff struggles to market the product due to the target segment – farmers – lacking the financial means to afford the solution. This case highlights the critical challenges regarding the economic viability of technological innovations in the agricultural sector. This teaching note uses the i5 Playbook framework, particularly the methods to make learning more meaningful and designing for iteration, to enhance class engagement by creating interactive, reflective and student-centred learning experiences. Complexity academic level This case is designed for Postgraduate-level course – MBA in Entrepreneurship. It is best positioned in modules exploring revenue model designs, where students must grapple with the tension of the commercial viability of innovations. It is equally suited for courses in Executive Education focused on emerging market challenges and marketing of AI innovations. Subject code CSS 3: Entrepreneurship.