BigHaat’s core challenge wasn’t logistics. It was helping farmers confidently use technically complex agricultural inputs (seeds, nutrients, pesticides), where correct application, dosage, and timing directly determine outcomes and repurchase. At the same time, the company needed to overcome digital and educational barriers across the South Indian farming community, making trust-building communication at scale critical. Traditional channels were not effective for delivering vernacular, rich-media guidance that could build competence and trust, creating a clear need for a scalable, interactive solution that could seamlessly connect education with commerce.

BigHaat implemented a WhatsApp Business API (WABA)-led engagement model designed to operate as a “Digital Field Advisor”, creating a closed-loop system that combined farmer education with contextual purchase prompts.The approach delivered hyper-localised mini-lessons in South Indian languages using rich media like instructional videos, diagnostic images, and PDF reference guides (e.g., dosage charts) to maximise comprehension and trust.

To drive conversion, the system enabled precision contextual upselling by triggering advisory and product recommendations based on the farmer’s crop-cycle stage (not just past purchases)—for example, promoting a complementary nutrient right when the crop was biologically ready to receive it.

Finally, BigHaat reduced friction using Quick Reply and CTA buttons, allowing farmers to take immediate actions like requesting expert callbacks, submitting questions, or completing purchases via a simple “Buy Now” prompt.

BigHaat Agro re-engineered its customer engagement with Times Mobile’s WhatsApp Business API (WABA) solution, overcoming digital and educational barriers by positioning the brand as an indispensable “Digital Field Advisor”—and directly accelerating conversion. 

The initiative delivered measurable outcomes at scale, including communication with 250K+ users every month, a sustained ~18% engagement rate validating the relevance of hyper-localised rich-media content, and a significant multiplier in complementary product adoption driven by advisory trust and timely upselling.

Over time, BigHaat evolved from a transactional e-commerce platform into a Trusted Agronomic Authority, strengthening loyalty and differentiation—demonstrating the impact of Times Mobile’s conversational commerce capabilities in building trust-led growth for AgTech brands.