How to sell cattle on the internet?
That is the question that Neetu Yadav and Kirti Jangra were derisively asked when they first pitched the idea for their Animall app.
That is also the question they had asked themselves when the idea had first occurred to them. But they hadn’t been deterred by the seeming ridiculousness of the idea.
Neetu Yadav and Kirti Jangra, roommates from their time in IIT Delhi, decided to quit their jobs and higher education plans in favour of the Animall app in 2019.
Reasons and Reactions
The initial reaction from everyone, including family and friends, was disbelief. Neetu’s father, himself a cattle farmer, felt betrayed. He had sold his cattle to fund her daughter’s education, believing the business not worthy of her intellect. In this decision he had gone against his community’s opinions. Kirti’s father wanted to know why she had studied so hard if all she wanted to do was be a cattle farmer.
But their aim was far more ambitious and complicated.
India is the second largest breeder of cattle, with an industry worth close to $250 billion. However, it is unorganized and fragmented.
Having grown up in Nawalpura, in a family of cattle rearers, Neetu was aware of the problems the community faced. The lack of organization made communicating with potential buyers difficult. So with Kirti’s help, she talked to thousands of farmers, trying to gauge the viability of their idea. An ecommerce app exclusively meant for cattle.
Although many of the farmers were sceptical, they confessed to the dismal situation of the industry. And Neetu yadav and Kirti Jangra were confident in their ability to solve the problems.
The early days of the Animall were peppered with trial and error. The app began with a pre-seed funding of 50 lakh rupees, and design and engineering help from Anurag Bisoyi and Libin V Babu respectively. Their aesthetic approach to the app had to be overhauled in favour of a more utilitarian one. The pictures of cattle posted on the app needed to reflect the buyer’s needs, rather than the beauty of the animal. Their cute idea of a cow’s moo as a notification sound had to be scrapped over resistance from users.
Initial business was slow, until a farmer in Neetu’s native village managed to sell three cows within 24 hours. Rampal, a 16 year old cattle farmer sold the cattle that his father had been struggling with for months through Animall. He christened the app a revolution.
Since its inception in 2019, the app has grown steadily. The two founders have raised a total of 167 crore rupees from investors, which include juggernauts like Beenext, WEH, Sequoia, Omnivore, Rocketship Nexus, and SIG. As of December 2021, 180,000 animals were registered on the app, which connected over a million users. Their Gross Transactional Value is over 4000 crore rupees.
The cattle industry of India is estimated to be worth over $250 billion. Yet its unregulated topography has made it a difficult terrain for cattle farmers.
Neetu and Kirti’s attempt to involve advancements in digital technology into traditional businesses is emblematic of a new approach. Startups like Suta and Indian Ethnic Co had already taken steps towards this horizontal integration in the textile industry. Animall has simply taken it a step further.
The traction that this app has received in a mere 3 years of existence is proof of its utility.
Neetu Yadav and Kirti Jangra’s work has been recognized widely as an innovative and ambitious venture, which has revolutionized the way life stock trading is done. Multiple media outlets have covered their story, and Forbes has recognized them as one of the 30 entrepreneurs under the age of 30 to keep an eye on.
As they cart their dream into a flourishing future, we are inclined to agree.