Agriculture is the oldest occupation of the civilized mankind, spanning many millenia. Despite this, farmers face a lot of issues, especially in getting a fair value for their crops. The current supply chain lacks digitization, and does not allow farmers and micro-entrepreneurs to benefit from favorable prices. Along the value chain, sellers of produce have to wait for weeks to get payments from larger buyers- taking even 45 days in our experience. Such working capital issues impair their ability to scale up and grow their business. On the other hand, we find that buyers (especially large food processors) find it challenging to tap into the highly distributed supply, given concerns on procurement and predictability to service the demand. This leads to missed business opportunities, and inefficiencies in the purchase process. We launched KhetiLink with a mission to address these structural problems in the Indian agriculture ecosystem. We take ownership of the entire transaction process, helping negotiate price terms commensurate with the quality, managing end to end logistics, as well as payment terms – ensuring farmers and traders are paid on time and the procurement needs are also met.