nanny atika
IPMI International Business School
Amelia Naim Indrajaya
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Conventional agricultural market used to have a long distribution channel. By using TaniHub, a local startup technology company, farmers today easily sell their products and consumers easily get fresh products as well. With the system, TaniHub can cut the long distribution chain from farmers to consumers, so the price of fruit and vegetables are cheaper, special offers are also available in TaniHub, such as discounts and price cuts voucher. TaniHub is not only beneficial for consumers but also can improve farmers' welfare to help them to get a better life and also support government by stabilizing price & supply.
Tanihub is an agriculture application that connects farmers and consumers through integrated, reliable, and efficient e-commerce solution for a balanced agriculture ecosystem. The application is easily downloaded at Google Play and The App Store, and is also easy to operate by both seller and buyer just like other famous application such as Tokopedia, Alibaba, or Amazon. Many fresh products can found easily in this marketplace such as fruit, vegetables, livestock, eggs, rice, etc. About hundred products are available to buy and sell. Today TaniHub is a business to business market who has partnership with many big supermarket in Indonesia such as Hero, Giant, SaveMax, Ranch Market, Lotte and soon will getting into business to consumer market.
The features are as following:
- Special offers via App
- Notifications of latest promo
- Find a product faster
- Easy to make transaction
Inspiration comes when Michael Jovan watched a tv news that informed about farmers in Garut who throw away their tomatoes because tomatoes price was undervalued while at the other place the prices of several commodities such as red chilies getting increased almost 300% from the normal price. The increasing in the price of red chillies is probably because regions in Central Java that usually supply it are experiencing drought. Having watched that news, Michael Jovan thought that there was something wrong with that distribution chain, something missing between farmers and consumer. Since then, together with his friends from Startup Weekend, he develop an app called TaniHub. TaniHub could become a solution to overcome those supply and pricing problem.
As part of efforts to broaden the digital economy, TaniHub together with other application are being introduced as an e-commerce pilot project in Brebes, Central Java to support farmers as part of the “Synergised-Actions for the People Economy” programme launched by President Joko Widodo. Given the large role that agriculture plays in the Indonesian economy, the expansion of these initiatives could have a significant impact especially for farmer's welfare and also the people of Indonesia will have a stabilize price and easily to get fresh product.
Nowadays, TaniHub has partnerships with 30 big retail companies that connect with 15,000 farmers from Lampung to Central Java who already join with TaniHub. This number will become bigger and bigger, because TaniHub gives margins that make sense for both parties. Furthermore, PT. Tanihub Indonesia also created TaniFund. It is the investment platform that allows investors to hold a variety of agriculture, livestock, and fisheries. TaniFund is also part of the TaniHub group which is a B2B e-commerce marketplace for agricultural product.
For many years, farmers in Indonesia have had little freedom in choosing markets and buyers for their produce. Marketing and selling of farm produce must be routed through many middlemen who squeeze farmers to increase their margins. In digital agriculture marketplace, the distribution chain becomes shortest because farmers directly sell their product using TaniHub and farmers can set their own price as well. Farmers also can sell their products in huge number and get a competitive price from supermarket without worrying about credit terms and outstanding payment which were a big problem for them. Using this application can help them to produce more and get high return in advance and it also will increase their welfare. Aimed at cutting cost and distribution chains, the communication and technology Ministry has launched TaniHub mobile apps as an application that connects farmers with consumers or big parties.
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