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09/19/2022

Walmart-supported Ninjacart expands into Middle East

Dan Berthiaume
Senior Editor, Technology
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Ninjacart is expanding to the Gulf.

An Indian agricultural supply chain technology platform backed by Walmart is launching a new solution for agri-export-import businesses in the Gulf region.

Ninjacart, which received a $145 million investment from Walmart and its Indian e-commerce subsidiary Flipkart in December 2021, is rolling out the “Ninja Global” platform. The solution is designed to enable agri-export-import businesses operating in the United Arab Emirates (UAE) and its fellow Gulf Cooperation Council (GCC) countries Bahrain, Saudi Arabia, Oman, Qatar, and Kuwait to build networks, gain access to new markets, and expand globally.

The platform will enable users to register their company and showcasing their business to potential customers and suppliers. It also verifies and authenticates businesses participating on the platform.

Ninja Global's suite of services and features includes Ninja Secure Trade (NST), which provides payment and quality assurance services. The Credibility Journey feature provides businesses with various trust badges based on information provided by sellers/buyers.

Additionally, the Microsite for Businesses offers a virtual storefront with product catalogues and pricing information, and a Freight Forwarding Online Bidding feature enables logistics services at competitive costs for suppliers.

Ninja Global is specially designed for UAE importers to connect with credible exporters in other countries to grow their businesses. Importers and exporters can download the app from Android and iOS platforms. According to Ninja Global, the free subscription app is currently used by over 5000 importers and exporters across more than 24 countries.

“The size of cross-border trade for agricultural commodities alone is around $2.5 trillion, and we expect it to grow by at least 20%,” said Kartheeswaran K K, COO & co-founder, Ninjacart. “Ninja Global will empower the dynamic market through a variety of services. Our goal in launching Ninja Global in UAE and Gulf Cooperation Council (GCC) is to strengthen the export-import market for agri commodities between GCC and India, empower agri-importers and exporters in GCC countries as well as India, and advance our vision of organizing the agri eco-system.”

Walmart led a $1.2 billion financing round in July 2020 to obtain a 77% majority share in Indian e-commerce giant Flipkart, and participated in a new $3.6 billion round of funding in Amazon’s biggest competitor in India in July 2021,The December 2021 investment of $145 million from Flipkart and Walmart was initially intended to help support Ninjacart’s efforts to organize millions of Indian agricultural value chain participants, including farmers, resellers, retailers, consumers, and supply chain partners.

The companies also said at the time they hoped the investment would ultimately strengthen Flipkart’s ability to efficiently fulfill online fresh produce orders across India. Ninjacart has been investing in tech platforms and supply chain infrastructure to improve the efficiency of the Indian agricultural supply chain over the past three years.

In addition to its global expansion plans, Ninjacart also seeks to create and host an Agri Marketplace Platform (AMP), which will allow Indian farmers to earn a fair price for their output, offer consumers better food, and create value for all agricultural supply chain participants.