When we hear the word “entrepreneur,” we often imagine a path paved with smooth milestones—clear-cut breakthroughs, supportive mentors, and seamless growth. But in reality, true entrepreneurial spirit is shaped not by early triumphs, but by perseverance through repeated failures.
Thirukumaran Nagarajan, the man who turned personal hardship and professional setbacks into the building blocks of a 6,700-crore powerhouse: Ninjacart.
Thirukumaran Nagarajan’s story begins in Tamil Nadu, where he trained as an engineer. Unlike the textbook hero’s tale, his early ventures didn’t lead to overnight success. In fact, they all failed—five times, to be exact. Each idea, ranging from a location-based social network to a biryani business, never gained the traction he envisioned. But rather than being deterred, Thirukumaran pressed on. He moved to Bangalore with little more than Rs. 500 and took up a job at TaxiForSure, determined to learn from every misstep and try again.
After TaxiForSure’s acquisition by Ola in 2015, Thirukumaran saw an opening to start afresh. This time, he teamed up with a group of friends to venture into the burgeoning agritech space. The initial concept of Ninjacart was simple: a hyperlocal grocery delivery service that connected neighborhood Kirana stores to end consumers. While the approach seemed promising, Thirukumaran Nagarajan quickly realized that this model wasn’t sustainable. It relied too heavily on discounts without creating real value for retailers or farmers.
But instead of giving up, he pivoted. He shifted Ninjacart’s focus from just delivering groceries to fundamentally improving the food supply chain. His new mission? To source fresh produce directly from farmers and deliver it to Kirana stores and supermarkets at competitive prices. This created a win-win: farmers earned better margins while retailers could count on consistent quality, lower prices, and reduced wastage.
The shift paid off. Within months, Ninjacart was delivering 15 tons of fruits and vegetables daily to over 120 retailers. Unlike the industry average of 30% produce wastage, Ninjacart’s direct-from-farm approach reduced it to just 3.8%. This efficiency helped attract early investors—Accel Partners and others—leading to a funding round of 20 crore.
Thirukumaran Nagarajan’s relentless pursuit of a sustainable model allowed Ninjacart to expand beyond Bangalore. It wasn’t long before the company reached Hyderabad, Chennai, and several other major cities. With each new market, Ninjacart helped thousands more farmers—eventually numbering over 13,000—secure better livelihoods, while retailers gained access to fresher produce delivered within hours of harvest.
But scaling up wasn’t just about increasing numbers. Thirukumaran Nagarajan and his team developed innovative solutions, like a farmer harvest calendar that allowed for more accurate forecasting and streamlined logistics. By 2018, Ninjacart was moving over 1,400 tons of produce daily. With every step forward, the company raised more capital—from Syngenta Ventures, Tiger Global, and eventually Walmart and Flipkart.
By December 2021, Ninjacart had secured funding of 1,095 crore from Walmart and Flipkart, cementing its position as India’s leading agritech company. It was no longer just a startup; it was a company valued at 6,700 crore, connecting nearly a million farmers to over 100,000 retailers across 120 locations in India.
Thirukumaran Nagarajan’s journey is nothing short of remarkable. From a small-town engineer struggling through one failed startup after another, he emerged as a visionary entrepreneur who reshaped how India’s food supply chain works. He demonstrated that resilience, adaptability, and an unyielding commitment to solving real problems are the true hallmarks of success.
Today, Ninjacart stands as a beacon of possibility—proof that even from the humblest beginnings, transformative impact can be achieved. Thirukumaran Nagarajan’s story serves as a testament to the power of perseverance and the belief that it’s not about how many times you fall, but how many times you rise.
