# KKD App Revamp — Project Brief

> Captured from PM (Umar) on 2026-05-13. Living doc — update as more info comes.

## 1. Product

- **App:** Katyayani Krishi Direct (KKD) — farmer-facing D2C app for agri inputs
- **Play Store:** https://play.google.com/store/apps/details?id=com.katyayani.krishisevakendra
- **Package:** `com.katyayani.krishisevakendra`
- **Sister product:** Partner App (retailer-facing) — already in active redesign
- **Core JTBD:** Order agri inputs (pesticides, fertilizers, seeds, etc.)

## 2. Target user

- **Segment:** All farmer types (small / medium / large) — no single hero segment yet
- *(Open: which segment dominates by revenue / DAU? — confirm from sales+user data)*

## 3. Visual direction

- **NOT** inherited from Partner App design system
- **Farmer-tuned:** alag visual language
  - Bade icons
  - Vernacular-first
  - Voice-friendly inputs
  - Simpler IA
- **Quality bar:** Partner App level se **upar** — Partner App is the floor, not the ceiling

## 4. Languages (from April 2026 data)

Confirmed user base split:
- English 43% · Hindi 40% · Bengali 5% · Marathi 4% · Telugu 3% · Kannada 2% · Odia 1.4% · Tamil 0.8% · Malayalam 0.3%
- **V1 target:** Hindi, English, Bengali, Marathi, Telugu (covers 95%+)
- Note: English-leading split is likely a default-language artifact — revamp must ask language upfront with Hindi as default.

## 5. Business goals (April 2026 baseline)

- **Installs (lifetime):** 142,000
- **MAU:** 90,000 · **DAU:** 9,000 (DAU/MAU = 10% — needs lift)
- **April revenue:** ₹1.13 Cr · **Orders:** 10,310 · **AOV:** ₹1,099
- **Install → Order conversion:** 7.7% (huge headroom)
- Specific revenue target TBD — but the funnel math says fixing search + checkout could 2-3x orders without more installs.

## 6. Pain points (PM-stated)

- **UX** — overall experience broken
- **Search** — discovery fails
- **Upselling** — no cross-sell / bundle / margin push

(See `existing-app-observations.md` for granular flow-level issues.)

## 7. Competitor benchmarks

- DeHaat
- AgroStar
- BigHaat
- Krishify

## 8. Tech stack

- **Flutter** (same as Partner App)

## 9. Payments

- COD
- UPI
- Partial payment (advance + balance on delivery / credit-style)

## 10. Existing users

- App is **live with existing user base** (exact count TBD from data)
- Migration / continuity matters — not greenfield

## 11. Timeline

- **ASAP** — no fixed wave plan yet