How do Agri-Startups Perceive the COVID-19 Pandemic: A Thematic Analysis

Sharon Surisetty; Paul Mansingh J; Nisha A; Atsu F.Y. Ihou

doi:10.61707/mqhsnf43

Authors

Sharon Surisetty VIT School of Agricultural Innovations and Advanced Learning (VAIAL), Vellore Institute of Technology, Vellore, India
Paul Mansingh J VIT School of Agricultural Innovations and Advanced Learning (VAIAL), Vellore Institute of Technology, Vellore, India
Nisha A VIT School of Agricultural Innovations and Advanced Learning (VAIAL), Vellore Institute of Technology, Vellore, India
Atsu F.Y. Ihou VIT School of Agricultural Innovations and Advanced Learning (VAIAL), Vellore Institute of Technology, Vellore, India

DOI:

https://doi.org/10.61707/mqhsnf43

Keywords:

Agri-Startups, COVID-19, Strategies and Potential

Abstract

This study has primarily featured the challenges faced by the Agri-Startups during the pandemic and their coping strategies. The theoretical framework was established based on the theory of dynamic capability, expectancy theory, and the Janusian thinking approach. Nvivo-13 software was used to do thematic analysis, which involved classifying the data by codes. Subsequently, themes were identified to better understand the factors that impact Agri-startups during COVID-19. Transportation and communication problems, a lack of cash, low sales, changes in customer habits and needs, a lack of workers, and competition from new businesses were all problems. As a way to deal with the situation, they used new digital technologies, cut down on operational and administrative costs, stopped doing business during the lockdown time, and put a few investment choices on hold. The study strongly suggests that Agri-Startups use the same tools and policies as other businesses in order to stay in business.