Farmers in India face many challenges such as extreme weather conditions, pest attack, water scarcity, etc., which result in crop losses. Added to this is the threat of wildlife attacks, which causes severe crop damage.
As the country’s forest cover shrinks, wild animals are being pushed closer to villages, causing serious damage to crops, livestock, and property.
A report from the Indian Council of Agricultural Research (ICAR) from 2021 highlights that wild animal attacks have impacted over 60,000 hectares of farmland, resulting in an estimated loss of Rs 200 crore.
“Farmers encountered significant challenges in safeguarding their crops from wildlife, with losses varying by region. This variability, along with differing animal behaviours and resistance to deterrents, made developing a universal protection solution difficult,” SR Ayan, Founder and Director, Katidhan, tells YourStory.
Ayan founded to stop the destruction of farms by wild animals. The Bengaluru-based firm, started in 2017, offers solar-powered autonomous light deterrence solutions to farmers.
A mechanical engineering and product design graduate from IISc Bangalore, Ayan bootstrapped the startup with Rs 45 lakh from personal savings.
Developing tech solutions for wildlife deterrence
After extensive research and development, including the study of animal behaviour during different agricultural seasons, Katidhan came up with two products—Parabraksh and Kapikaat, priced at Rs 9,500 each.
Parabraksh is a solar-powered smart deterrent light designed to repel large animals like tigers, leopards, elephants, and wild boars. It operates autonomously using sensors that activate at sunset and simulate the presence of a predator, effectively deterring animals, with efficiency rates between 89-95% for various species.
However, it does not harm the animals in any way and only scares them away.
“Our primary product Parabraksh works effectively in all the regions against most of the wild animals that cause crop losses in the agriculture sector,” says Ayan.
Katidhan’s second product, Kapikaat, is a solar-powered bio-acoustic sound system aimed at repelling monkeys from agricultural lands. It uses sound frequencies to keep monkeys at bay, and has an effectiveness rate of about 70%.
According to the founder, the initial product research took around two to three years, and was focused on combining IoT, solar power, and behavioural design to create effective wildlife deterrents.
A lady farmer holding the solar device Parabraksh
Addressing regional challenges
Katidhan’s team of about eight people installed its products in various states and observed the outcome for over six months at a stretch about wildlife movement and interaction patterns.
“Our research involved observing animal footprints, crop damage, and exit marks,” Ayan notes. “This data helped us understand movement patterns and optimise the installation points for our devices. This allowed us to fine-tune products for maximum effectiveness.”
One significant insight was that while larger wild animals like tigers and elephants showed consistent behaviour patterns across regions, the monkey species exhibited considerable regional variation. For instance, urban monkeys behaved differently compared to their rural counterparts, he says.
“We discovered that the behaviour of monkeys varied significantly depending on their environment. This variation required us to adapt our strategies accordingly,” Ayan says.
Additionally, farmers across India face similar challenges with wild animal attacks. However, the extent of damage and willingness to invest in deterrent solutions varies by region.
“We realised that a one-size-fits-all approach wouldn’t work due to regional differences in losses and farmers‘ budget constraints, leading to the adoption of Design to Cost techniques in product development,” says Ayan.
“We ensured that our products had the basic minimum features to make them accessible to the largest number of users. Additional features were developed and added gradually based on feedback and demand.”
Sharing his experience with Katidhan’s Parabraksh flash light system, Vikram Muda, a farmer from Odisha, says, “We face trouble with elephants almost on a daily basis. But when we started using Parabraksh, the elephants moved away to other locations and stopped troubling us. We need more of these lights on our land.”
Engaging with farmers
Katidhan engages with farmers through partnerships with developmental organisations and Farmer Producer Organizations (FPOs). These collaborations help in understanding the specific needs and challenges of farmers, as well as in conducting on-ground research.
“We work closely with local organisations to capture valuable insights from farmers. This two-way flow of knowledge helps us tailor our products to better meet their needs,” Ayan says.
Field tests and pilots are crucial to validating product effectiveness.
“Initial research took 2-3 years, but pilots typically last between 1-3 months. We involve farmers, local organisations, and funding partners to capture and analyze data,” says Ayan.
The market and plans ahead
The Verified Market report indicates that the global Electronic Animal Repellent market, valued at $97.1 million in 2023, is projected to reach $120.5 million by 2030 at a CAGR of 3.2%.
Katidhan generated Rs 1.1 crore in revenue last FY and has expanded its reach to 2,500 farmers across 13 states in India, including Karnataka, Maharashtra, Tamil Nadu, Assam, Madhya Pradesh, and Uttarakhand. Among these, Karnataka and Maharashtra have the highest number of farmers using its products.
The startup has registered an annual revenue growth of 3X to 4X and the sales are growing at a rate of 35% y-o-y.
Looking ahead, Katidhan aims to scale its operation. “Our goal is to reach 15,000 to 20,000 farmers by the end of the year and further expand with new product variants,” Ayan explains.
The startup raised Rs 1.5 crore in its initial funding rounds on Shark Tank and is seeking investment to expand its reach and enhance product offerings.
It is also exploring opportunities for international expansion and strengthening partnerships with more local organisations. Ayan states, “Our strategic partnerships have been instrumental in our growth. We’re looking to build on these relationships and explore new collaborations to enhance our presence and impact.”
To address varying regional needs, it plans to refine products further, focusing on affordability and functionality. “We’re committed to making our solutions more accessible without compromising on quality. By incorporating the feedback from our current users, we’ll continue to enhance our offerings and ensure they meet the diverse needs of farmers across different states,” Ayan adds.
