New Delhi: While many graduates from India’s premier engineering institutes pursue careers in technology, finance, or software startups, two IIT Delhi alumni chose a path few were willing to explore: transforming the country’s centuries-old cattle trading ecosystem.
Neetu Yadav and Kirti Jangra, who graduated with a B.Tech in Civil Engineering from the Indian Institute of Technology (IIT) Delhi in 2016, are the co-founders of Animall Technologies, a startup that is helping digitize India’s vast cattle market and has grown to an estimated valuation of ₹565 crore.
Their venture addresses a critical gap in India’s dairy economy, where livestock transactions—despite underpinning the livelihoods of millions of dairy farmers—have traditionally relied on local intermediaries, physical markets, and informal networks.
An Unconventional Entrepreneurial Journey
Following graduation, both founders embarked on successful corporate careers.
Neetu Yadav began her professional journey as a Technology Analyst at Citi before moving to storytelling platform Pratilipi as a Product Manager. Kirti Jangra worked with Nomura Consulting and later Penguin Random House India.
Despite their promising careers, conversations around the challenges faced by dairy farmers led them to identify a significant market opportunity.
“Everything from groceries to automobiles could be purchased online, but cattle transactions continued to operate largely offline,” industry observers note.
That insight eventually led to the creation of Animall in 2019.
Digitising a $250 Billion Market
What began as a weekend project has evolved into one of India’s leading agritech startups.
Animall offers a digital marketplace that enables farmers to buy and sell cows and buffaloes through a mobile application designed for ease of use, particularly among first-time smartphone users in rural India.
Building trust, however, proved to be one of the company’s biggest challenges.
The founders spent considerable time understanding farmer behavior, simplifying the user experience, and ensuring transparency in transactions. Over time, adoption increased steadily.
According to company figures:
- More than 180,000 cattle are currently listed on the platform.
- Over 1 million buyers and sellers have connected through the application.
- The company is valued at approximately ₹565 crore.
The startup is targeting India’s estimated $250 billion cattle economy, one of the largest livestock markets globally and a critical component of the country’s dairy sector.
Innovation Beyond Technology
Animall’s success underscores an increasingly important trend in Indian entrepreneurship: meaningful innovation often lies in solving problems in underserved sectors rather than creating entirely new technologies.
India remains the world’s largest milk producer, with dairy serving as a primary source of income for millions of rural households. Yet, livestock trading has remained fragmented, with limited digitization and inadequate access to transparent market information.
Read More: No MSP for Milk, Centre Tells Parliament; Over 14,600 Samples Found Non-Compliant in FY26
By leveraging mobile technology, Animall aims to make cattle trading more efficient, accessible, and transparent while reducing the dependence on intermediaries.
Industry experts believe such platforms could play a significant role in modernizing India’s dairy value chain by improving price discovery and expanding market access for farmers.
Lessons for Aspiring Entrepreneurs
The founders’ journey also offers an important lesson for students and young entrepreneurs.
Neither Yadav nor Jangra has a background in agriculture, dairy science, or animal husbandry. Their success demonstrates that entrepreneurial outcomes are often shaped less by one’s academic specialization and more by the ability to identify and solve real-world problems.
From sharing a hostel room at IIT Delhi to building a company serving millions in rural India, the duo’s story illustrates how opportunities can emerge in sectors frequently overlooked by mainstream startup ecosystems.
As India’s dairy industry continues to modernize, platforms like Animall may become an increasingly important part of the rural economy—bridging the gap between traditional practices and digital innovation.
For Neetu Yadav and Kirti Jangra, the journey began with a simple question: Why can’t farmers buy and sell cattle online?
Today, the answer has become one of India’s most compelling agritech success stories.
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