National, October 8, 2026: As India’s agri-tech ecosystem moves beyond the hyper-growth phase into an era of sustainable execution, nurture.retail was built by UPL Sustainable Agri Solutions as a digitally enabled B2B  distribution platform. It is pioneering an Ag-Tech Model designed explicitly for brands, manufacturers, and agri-retailers where it aims to create a sustainable model creating value through complementation, not competition with the conventional channel, while helping brands grow to their potential.

nurture.retail has over 1,15,000 registered agri-retailers, many high-quality manufacturers and brands which distribute exclusive products through the platform, and key NBFC partners offering credit to small retailers, who are onboarded with the platform. nurture.retail went through the same learning curve before realizing that agri-input distribution requires co-existence and co-creation, not disruption!

It offers a tailored suite of B2B capabilities built to help manufacturers scale without sacrificing brand control, while resolving historic market distortions.

For manufacturers, this can mean:

1. Direct linkage with retailers – enabling manufacturers to establish a direct relationship with retail partners

2. Brand protection as the #1 priority – ensuring that products are not listed or sold by unauthorized sources

3. Greater control over pricing – manufacturers retain control over pricing decisions, rather than the platform determining the selling price

4. Granular geographic control – brand partners can decide which products to sell in specific geographies, with the ability to control availability down to the PIN-code level

5. Complete sales data access: Manufacturers get full access to their sales data and actionable insights, enabling better visibility into demand, performance, and market trends

Traditionally the distribution networks typically reach maximum 20% of India’s 400,000+ agri-retailers, often leaving extended product portfolios unrepresented. nurture.retail functions as a powerful complement rather than a substitute for traditional channels.

“A more sustainable model is one where we create value through complementation, not competition with the conventional channel, while helping brands grow to potential. At nurture.retail, we are helping  expand access to agri-retailers in a phased manner, creating a compelling complementary channel through which brands and manufacturers can extend their reach” said Ravishankar Cherukuri, CEO, UPL Sustainable Agri Solutions (nurture.retail)

nurture.retail provides direct ordering access to authentic manufacturer products, transparent pricing  without complex rebate structures, reliable door-step delivery, and integrated credit options for small  and medium agri-retailers. 

With AI and improving mobile internet, we believe there are endless possibilities to help retailers and  farmers. Algorithmic recommendations based on hyperlocal purchase patterns, weather data and  satellite monitoring can help get the right products to the right places. Strong direct to farmer engagement  can help the best retailers serve farmers better than ever. 

The future of ag-tech, especially ag-input distribution tech is indeed very bright. Key to success is collaboration and co-creation, abandoning notions of disruption.