Growing up in Tamil Nadu, Chollin Selvan witnessed the daily challenges faced by smallholder farmers: volatile pricing, excessive waste, and opaque market practices. This personal exposure planted the seeds for what would become E-Sandhai, a technology-driven agricultural marketplace designed to modernise India’s perishable produce supply chain.
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Co-founded in 2021 in Perambalur, Tamil Nadu, E-Sandhai—meaning “E-Marketplace”—takes inspiration from the region’s traditional village markets. It aims to solve three persistent issues in the agri value chain: price mismatches, high spoilage rates, and fragmented procurement.
A Personal Pivot to Purpose
Before founding E-Sandhai, Selvan launched a corn-based snacks business that succumbed to competitive pressures from global brands. He then shifted to trading small onions, supplying them from Perambalur to Chennai, eventually creating a processing company that now serves major restaurant chains.
His experiences trading onions illuminated the market’s structural flaws. “It was heartbreaking to see local farmers struggle due to unpredictable pricing and lack of transparency,” says Selvan. “That pushed me to build something impactful.”
Building a Transparent Supply Chain
E-Sandhai’s platform aggregates demand from local retailers, HoReCa clients, and institutions to streamline bulk procurement from farmers. With analytics-driven demand forecasting, smart inventory systems, and optimised logistics, the company minimises waste and ensures pricing fairness across the board.
Its integrated model is tailored for Tier 2 and Tier 3 markets, offering real-time pricing, digital traceability, and end-to-end control—a stark departure from traditional mandi systems.
Structuring for Scale
The startup’s founding team brings cross-functional expertise:
- Chollin Selvan (CEO): Leads fundraising, partnerships, and innovation pilots.
- Mahalakshmi (CFO): Oversees finance, audits, and compliance.
- Sridharan (COO): Manages sourcing, sales, and operational logistics.
- Niranchan Kumar S (CPIO): Heads tech development, HR, and digital marketing.
Their vertical structure allows E-Sandhai to remain nimble while scaling across districts.
Strong Metrics, Stronger Vision
In FY24-25, E-Sandhai delivered over 10,000 orders with a revenue of ₹24 crore, maintaining a return rate below 1% and wastage under 5% (compared to the industry average of 20%). Strategic pilots with local mandis and ongoing tech innovations reflect its commitment to sustainability and efficiency.
Backed by a notable roster of investors—including Nativelead, The Chennai Angels, TNIFMC, and actress Keerthy Suresh—E-Sandhai has secured pre-Series A funding and additional capital via Tamil Nadu’s Startup Singam platform.
Challenges and Competitive Edge
Operating in a space crowded with mandis and intermediaries, E-Sandhai stands apart with its tech-first, end-to-end model. Yet, the biggest hurdle remains cultural: convincing stakeholders to transition from entrenched manual systems to digital procurement.
“Behavioural change is our toughest challenge. But when people see reduced spoilage and better margins, they start believing in the process,” Selvan explains.
The Road Ahead
Short-term goals include expanding to three additional districts and launching a mobile app for order tracking and payment processing. In the long term, E-Sandhai plans to develop a statewide cold chain, introduce its own line of eco-packaged perishables, and explore exports with FPO integration.
As Selvan puts it, “Start small, but think deep. Tier 2/3 India holds immense untapped potential. Our goal is to transform agriculture from the ground up.”
