Includes bibliographical references.

India's agricultural sector is crucial to its economy and food security, contributing significantly to GDP and supporting a large portion of the population. As a global leader in the production of various agricultural commodities, India has also faced challenges, including substantial monetary losses in crop production. However, the country's potential in processed food exports is enhanced by its abundant resources, strategic location, and a rapidly growing food processing industry, which is driving economic growth and creating employment. Startups like NEloc2glo, established in 2021, exemplify the successful integration of agriculture and business innovation. NEloc2glo markets a range of products, including dried fruits and pickles, and has established strong forward and backward linkages to ensure product quality and market presence. This study aimed to examine these linkages and analyze consumer perceptions of NEloc2glo's products. The research found that consumer decisions were predominantly influenced by cognitive factors, particularly product performance and functional attributes, over economic considerations. The findings highlight the importance of understanding consumer perceptions and maintaining strong business linkages for the growth and resilience of startups in the agricultural sector.