In this exclusive Agrospectrum interview, Ankit Laddha unpacks how nurture.retail is reinventing rural credit and transforming agri-retail into a growth engine for Indian agriculture. By embedding instant, data-driven credit into the buying journey, the platform has already empowered over 1 lakh retailers with approvals in under 30 minutes. He explains how fast, flexible capital is turning retailers into ecosystem multipliers, strengthening farm outcomes and aligning with global agri-value chains. From drone spraying to precision farming, real-world case studies show how credit is unlocking new revenue streams. Looking ahead, nurture.retail aims to scale its agri-fintech engine to 2 lakh+ retailers, building a locally rooted yet globally competitive rural retail backbone.

Credit as Catalyst — Reinventing Rural Capital Access 

Over 1L+ agri-retailers now rely on nurture.retail for credit access. What inspired the creation of this embedded lending ecosystem, and how does it address the structural inefficiencies in India’s traditional agri-finance model? 

The idea of embedding credit into nurture.retail came from a clear gap: India’s agri-retailers were trapped in a broken credit system. Supplier credit carried hidden strings, NBFC loans were slow, and banks largely excluded retailers, as the usability of funds was ambiguous, precisely when they needed support the most.

We reimagined this by integrating credit directly into the buying journey, turning weeks of waiting into approvals within minutes. Today, over 1 lakh retailers access up to ₹5 lakhs of working capital on our platform, with approvals in under 30 minutes- transforming capital access from a bottleneck into a catalyst for growth.

In a landscape long dominated by supplier credit and NBFC friction, how did you build a model where loans of up to Rs 5 lakhs are approved in 30 minutes, without compromising on risk? 

We built this model by deeply integrating with digital finance partners and leveraging data that traditional banks overlook. Instead of lengthy paperwork and collateral requirements, we use a retailer’s transaction history, repayment behaviour, and platform engagement as alternative credit signals. This creates a far more accurate and real-time view of their creditworthiness.

On the backend, our API-first architecture allows instant data exchange with fintech partners, enabling automated risk assessment and credit line within 30 minutes. What makes it sustainable is that speed and trust go hand in hand- while retailers get capital when they need it, our model ensures disciplined lending through structured repayment cycles and ongoing monitoring.

The result is a system that proves you can scale credit access in rural India rapidly, without compromising on risk – a sharp break from the inefficiencies of supplier credit and NBFC-led processes.

Rural Retailers as Growth Multipliers 

Agri-retailers are often overlooked, yet they are the spine of India’s input ecosystem. How has access to fast, flexible credit transformed their business models, from just-in-time stocking to farmer loyalty? 

Agri-retailers are indeed the backbone of India’s input economy, yet for years they were constrained by lack of timely capital. With fast, flexible credit, their operating model shifts fundamentally. They can manage their cashflows better, stock ahead of the season, avoid stockouts, and offer a wider, higher-quality assortment. More importantly, they build reliability and trust with farmers- inputs are available exactly when needed, which strengthens farmer loyalty and keeps them coming back.

In effect, credit doesn’t just solve liquidity gaps; it transforms agri-retailers from reactive sellers into proactive growth partners for their farmer communities

Do you see a multiplier effect down the chain, where empowered retailers improve farm-level outcomes through better availability of seeds, nutrients, and farm advisory services? 

Yes, we see a strong multiplier effect. When retailers are capital-empowered, they move beyond selling inputs to becoming ecosystem builders. With the ability to procure better seeds, advanced nutrients, and even advisory services, they directly raise farm productivity. This ripple effect is powerful- stronger retailers create stronger farmers, and stronger farmers fuel more resilient local economies.

In essence, every rupee of credit at the retail level multiplies its impact downstream, strengthening the entire agri-value chain.

You have spoken about connecting rural ambition with global potential. How is a credit-empowered rural retailer better positioned to align with export-driven supply chains, high-value crops, or even precision agriculture? 

Credit is the bridge between rural ambition and global opportunity. With access to capital, agri-retailers can stock inputs for high-value crops, promote precision farming tools, and enable climate-smart practices -helping farmers align with export-driven and future-ready supply chains.

A financially empowered retailer doesn’t stop at input sales; they are better positioned to expand into allied services like drone spraying, mechanisation, and advanced advisory. Over time, this turns them into true growth engines- not just for their local farmer base, but for India’s integration into global agriculture.

Could you share a real-world case study where a rural retailer leveraged nurture.retail credit to unlock new revenue streams or expand into allied services like drone spraying or mechanization? 

We have already seen this impact on the ground. One of our retailers placed an order on nurture.retail with a 15-day interest-free credit period that started upon delivery. Within 10–12 days, he sold most of the stock, collected payments from farmers, and repaid the credit- earning his margin without ever dipping into his own pocket.

He now uses this as “rolling capital,” continuously reinvesting credit to keep shelves stocked, cash flow healthy, and profits growing. What started as short-term liquidity support has evolved into business expansion opportunity, positioning him to explore allied services like mechanisation and precision solutions.

Fintech Meets Farmtech 

nurture.retail is now more than a marketplace—it’s becoming an embedded agri-fintech engine. Beyond credit, are you exploring bundled offerings like insurance, loyalty-linked working capital, or income-linked repayments? 

Yes, nurture.retail is moving beyond being a marketplace by embedding an agri-fintech engine. Credit was our starting point, but we are now building bundled offerings –pocket-sized insurance, loyalty-linked working capital by extending higher credit to our loyal retailers with better terms like lesser interest rates, flexible repayment options etc. to give retailers holistic financial tools tailored to agri cycles. We handle most operational things for retailers while they can focus on customers.

This fits into our larger mission of creating a globally competitive yet locally rooted agri-retail backbone.

Let’s talk about scale. How do you ensure the tech stack behind your credit engine remains resilient and inclusive as you aim to serve the next 200,000 retailers? 

Reaching the next 200,000 retailers requires a tech stack that is both resilient and inclusive. Our platform is built API-first, which allows seamless integration with fintech partners for faster credit decisioning at scale. At the same time, we design for rural realities- vernacular onboarding, intuitive UX, and low-bandwidth compatibility ensure accessibility even in the most remote markets.

This dual approach – enterprise-grade strength with grassroots inclusivity- ensures no retailer is left behind, regardless of geography or tech literacy. That’s how we make scale sustainable.

Building the Bridge Between Rural India and Global Agri Opportunity 

nurture.retail’s broader mission is to connect rural India to global agricultural opportunities. How do digital credit and capital access fit into this larger vision of creating a globally competitive, locally rooted agri-retail backbone?

Digital credit and capital access are the foundation for building a globally competitive, yet locally rooted agri-retail backbone. With finance, rural retailers shift from being mere sellers to growth enablers- able to source better products, extend advisory, and strengthen farmer outcomes. Earlier, retailers were at arm’s length from global products and technology. Today, with nurture.retail, global access is just a click away.

The outcome is a resilient rural retail network that uplifts farmers and connects India’s agri-economy to global opportunities

—- Suchetana Choudhury (suchetana.choudhuri@agrospectrumindia.com)