.jpg)
Ninjacart operates one of India’s most complex fresh produce supply chains, connecting thousands of farmers with retailers and businesses, moving perishable produce across cities within hours.
Despite operational excellence in logistics, resellers faced frequent cash-flow issues due to delayed payments from traders - affecting business continuity and growth.
Our mission was to build a frictionless, transparent, and inclusive digital lending experience within NinjaCart’s ecosystem — enabling resellers to apply for short-term loans, track approvals, and manage repayments all within one streamlined mobile platform.
that enabled users to apply, approve, and monitor loans without paperwork.
to credit for underserved resellers, reducing business disruptions.
for loan management and personalized offers.
driven by intuitive UX flows
Tailored loan offers and dashboards based on each reseller’s profile, enabling quicker decisions and relevant financial access.
A clean, intuitive mobile interface that simplifies complex loan workflows into clear, actionable steps.
Seamless onboarding with real-time eligibility checks and integrated e-KYC for faster approvals
Clear repayment schedules, status tracking, and timely reminders that help users stay financially in control
Tailored loan offers and dashboards based on each reseller’s profile, enabling quicker decisions and relevant financial access.
Tailored loan offers and dashboards based on each reseller’s profile, enabling quicker decisions and relevant financial access.
A clean, intuitive mobile interface that simplifies complex loan workflows into clear, actionable steps.
A clean, intuitive mobile interface that simplifies complex loan workflows into clear, actionable steps.
Seamless onboarding with real-time eligibility checks and integrated e-KYC for faster approvals
Seamless onboarding with real-time eligibility checks and integrated e-KYC for faster approvals
Clear repayment schedules, status tracking, and timely reminders that help users stay financially in control
Clear repayment schedules, status tracking, and timely reminders that help users stay financially in control
For Ninjacart, we transformed access to working capital into a faster, transparent ecosystem experience for resellers.
through fully digital applications
through quicker credit decisions
through clarity and transparency
.png)
A card-driven dashboard combined with segmented tabs creates instant visibility across loan states. Clear typography, progress indicators, and contextual action buttons establish strong visual hierarchy while keeping critical information easily scannable.
.png)
A vertical timeline layout visually maps each stage of the loan journey. Completion badges and confirmation screens use generous whitespace and friendly iconography to provide reassurance and clear system feedback.
Option cards paired with radio selections allow users to compare tenures effortlessly. Pricing details are presented within soft containers, enabling quick evaluation through layout and spacing rather than dense copy.
.png)
.png)
A linear screen flow connects onboarding, offer exploration, document upload, and confirmation. Consistent layouts and directional cues guide users smoothly through the experience, reducing friction across multi-step interactions.
.png)
.png)
Illustrated cards and carousel patterns introduce core features with a light, approachable visual language. The welcome screen balances imagery with minimal copy, creating an inviting first-touch experience.
Ninjacart runs India's largest B2B fresh produce supply chain, backed by Walmart and Tiger Global. NetBramha digitised the loan experience within that supply chain, giving farmers and retailers a way to access credit tied directly to their produce transactions.
This sits at the intersection of two of NetBramha's specialisms: agricultural technology and lending UX. SeedWorks covers the farmer-facing research side of agritech, while Ninjacart required designing a financial product layered on top of an existing operational supply chain.
Ninjacart's users often have limited formal banking history and may be transacting through a mobile interface for agricultural credit for the first time, which rules out most conventions built for urban, banked consumers.
It's the same first-time-user discipline that shaped NetBramha's work on BHIM for NPCI - both projects had to build trust in a digital financial product for users with no prior digital-lending reference point.
Ninjacart connects 1M+ farmers with 100,000+ retailers daily, which means the loan product had to work reliably inside an already-massive, fast-moving logistics operation rather than as a standalone financial app.
That embedded-finance model - credit built into an operational workflow rather than a separate app - is a genuinely different design pattern from a standalone lending product like ONE Muthoot, where the financial product is the entire product, not a layer inside something else.
Alongside Ninjacart's supply chain and loan product, NetBramha designed SeedWorks, a Kyoorius Award-winning farmer support app built on field research with 700+ farmers across 9 Indian states.
Together, the two projects cover both ends of agricultural technology NetBramha works in: SeedWorks is farmer-facing product research and support, Ninjacart is the supply chain and credit infrastructure connecting farmers to market.
Embedded finance means the credit product has to feel like a natural extension of a workflow the user already trusts (buying and selling produce), not a separate financial decision requiring its own onboarding and trust-building.
That's a subtler problem than designing a dedicated lending app from scratch, and it's a skill NetBramha has applied differently across its fintech portfolio - compare it to how payment infrastructure is embedded invisibly into Razorpay Magic's checkout flow.
Recommended Next
