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Amit Kumar Gupta | CEO	

Seed Fund	

November 2014
Elevator Pitch
Knitkart	
  is	
  an	
  fashion	
  
ecommerce	
  site	
  for	
  
masses.	
  	
  
	
  
We	
  strive	
  to	
  offer	
  
apparels	
  and	
  
accessories	
  to	
  
customers	
  which	
  are	
  
affordable	
  and	
  used	
  
daily	
  unlike	
  costlier	
  
brands	
  
	
  
Knitkart	
  will	
  have	
  
localiza<on	
  by	
  ip	
  
address	
  
	
  
Driven	
  by	
  killing	
  share	
  
of	
  unorganized	
  retail	
  
Knitkart  final pitch deck
An opportunity for a website like Knitkart.com to cater to the semi urban and rural customers to give them
affordable and quality products and at the same time remain profitable	

Conclusion	

What is the problem?
Ecommerce	
  in	
  India	
  is	
  growing	
  at	
  a	
  rapid	
  pace.	
  Big	
  players	
  like	
  Flipkart,	
  Snapdeal,	
  
Amazon	
  are	
  catering	
  majorly	
  to	
  the	
  urban	
  market.	
  But	
  there	
  are	
  at	
  least	
  200	
  
million	
  internet	
  users	
  who	
  are	
  not	
  yet	
  catered	
  to	
  
Recent	
  report	
  suggests	
  that	
  all	
  the	
  major	
  e-­‐commerce	
  companies	
  have	
  reported	
  a	
  
combined	
  loss	
  of	
  Rs.	
  1000	
  crores	
  (2013-­‐14).	
  They	
  play	
  price	
  wars	
  on	
  popular	
  
brands	
  at	
  the	
  cost	
  of	
  the	
  intermediaries	
  
Source:	
  IAMA	
  2013,	
  IBEF	
  2014	
  
All	
  figures	
  in	
  millions	
  
Non	
  Users	
  of	
  Internet	
  
Ac4ve	
  Online	
  shoppers	
  
The Opportunity
Internet	
  Users	
  in	
  Urban	
  &	
  Rural	
  India	
  	
  
Total	
  Internet	
  users	
  
RI	
  –	
  Ac4ve	
  users	
  of	
  Internet	
  in	
  Rural	
  India	
  
CL	
  –	
  Computer	
  Literates	
  in	
  Rural	
  India	
  
AIO	
  –	
  Used	
  internet	
  at	
  least	
  once	
  in	
  Rural	
  India	
  
While	
  Flipkart,	
  Amazon	
  etc.	
  	
  
Cater	
  to	
  25	
  million	
  shoppers,	
  
a	
  sizeable	
  propor<on	
  of	
  
poten<al	
  market	
  is	
  
untapped	
  
We	
  plan	
  to	
  reach	
  to	
  the	
  
remaining	
  1030	
  million	
  
people	
  through	
  our	
  Cyber	
  
Café	
  Channel	
  partners	
  
Forming alliances with local manufacturers
who are the supplier of unorganized retail
and strategically change market dynamics
	

Sell ‘low cost’ products from
local manufacturers – regional
or unbranded products (simple
design)
Ensure wider reach to rural and
semi rural parts of the country by
tying up with Internet cafes as
our channels of purchase &
delivery
	

Follow a ‘Cost Leadership’
pricing strategy and
localization of catalog	

Our solutions
Sector	
   Units	
   Volume	
  
(million	
  
sq.	
  mtrs)	
  
Employment	
  
(Million)	
  
Organized	
  Tex<le	
  
Mills	
  
1789	
   1526	
   1.0	
  
Power	
  loom	
   0.4	
  million	
   37437	
   4.8	
  
Handloom	
   3.5	
  million	
   5722	
   6.5	
  
Structure	
  of	
  Indian	
  tex<le	
  Industry	
  
Source:	
  Office	
  of	
  Tex:le	
  Commissioner,	
  Mumbai	
  
Nurturing Craftsmanship
& SME’s	

Localization of catalog using ip address
of café 	

Supplier and consumer are close
enough to evolve synergy	

Cyber Cafés as purchase touch
points . 	

Strategy 18-35 yr old footfall and
provider of internet to the luddites	

Our Value propositions
What differentiates us?
	

“Bottom up” approach,
hence low price quality
unbranded products	

Continuous customer engagement programs like ‘Photo of the day’ for our website
	

Price Bidding and Bargaining on
the site.
Knitkart  final pitch deck
Knitkart  final pitch deck
Knitkart  final pitch deck
Knitkart  final pitch deck
Alliances	

Prospecting	

Hiring	

Seed fund	

Upon receiving approvals
from fashion consultants
(variety, quality and
designs) & sales force,
the legal team will sign a
contract with the selected
manufacturers and cyber
cafes respectively	

Hire Sales & Marketing
professionals, Fashion
Consultant, Legal Experts
and IT infrastructure team
Sales Team to identify
prospective
manufacturers and
leading cyber cafes in the
Eastern region of India
(targeted locations –
urban, rural as well as
semi urban)
Receive seed fund of Rs.
1.5 crores from a Venture
capitalist/Angel Investor
Business model (1 of 2)
Go Live!	

Beta
Version &
Logistics	

Website	

Portfolio	

Make our first sale JParallely, the IT team will
develop the website and
also tie up with payment
gateways	

Launch the pilot version
of the website for initial
testing and feedback.
Tie up with suitable
logistics partner and link
him with the cyber cafes	

Portfolio and product
catalogues for the website
will be prepared	

Business model (2 of 2)
Financials
Assets and Infrastructure 2%	

Salaries 25%
35% Marketing, Advertising,
Alliances and miscellaneous cost	

38% Reserve	

Rs.1,50,00,000
Product overview	

About Knitkart.com	

Stage of Development –
Prototype ready
Product Portfolio –
Men’s wear
Women’s wear
Hosiery
Footwear (Men & Women)
Fashion Accessories
Personal care products
www.knitkart.com
Contact + 91 9031510802	

amit.software.kumar	

Amit Gupta | CEO	

amit@rohinigeeks.com	

twitter.com/softwarekumar	

in.linkedin.com/in/amitsoftwarekumar	

facebook.com/hugh.sol

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Knitkart final pitch deck

  • 1. Amit Kumar Gupta | CEO Seed Fund November 2014
  • 2. Elevator Pitch Knitkart  is  an  fashion   ecommerce  site  for   masses.       We  strive  to  offer   apparels  and   accessories  to   customers  which  are   affordable  and  used   daily  unlike  costlier   brands     Knitkart  will  have   localiza<on  by  ip   address     Driven  by  killing  share   of  unorganized  retail  
  • 4. An opportunity for a website like Knitkart.com to cater to the semi urban and rural customers to give them affordable and quality products and at the same time remain profitable Conclusion What is the problem? Ecommerce  in  India  is  growing  at  a  rapid  pace.  Big  players  like  Flipkart,  Snapdeal,   Amazon  are  catering  majorly  to  the  urban  market.  But  there  are  at  least  200   million  internet  users  who  are  not  yet  catered  to   Recent  report  suggests  that  all  the  major  e-­‐commerce  companies  have  reported  a   combined  loss  of  Rs.  1000  crores  (2013-­‐14).  They  play  price  wars  on  popular   brands  at  the  cost  of  the  intermediaries  
  • 5. Source:  IAMA  2013,  IBEF  2014   All  figures  in  millions   Non  Users  of  Internet   Ac4ve  Online  shoppers   The Opportunity Internet  Users  in  Urban  &  Rural  India     Total  Internet  users   RI  –  Ac4ve  users  of  Internet  in  Rural  India   CL  –  Computer  Literates  in  Rural  India   AIO  –  Used  internet  at  least  once  in  Rural  India   While  Flipkart,  Amazon  etc.     Cater  to  25  million  shoppers,   a  sizeable  propor<on  of   poten<al  market  is   untapped   We  plan  to  reach  to  the   remaining  1030  million   people  through  our  Cyber   Café  Channel  partners  
  • 6. Forming alliances with local manufacturers who are the supplier of unorganized retail and strategically change market dynamics Sell ‘low cost’ products from local manufacturers – regional or unbranded products (simple design) Ensure wider reach to rural and semi rural parts of the country by tying up with Internet cafes as our channels of purchase & delivery Follow a ‘Cost Leadership’ pricing strategy and localization of catalog Our solutions Sector   Units   Volume   (million   sq.  mtrs)   Employment   (Million)   Organized  Tex<le   Mills   1789   1526   1.0   Power  loom   0.4  million   37437   4.8   Handloom   3.5  million   5722   6.5   Structure  of  Indian  tex<le  Industry   Source:  Office  of  Tex:le  Commissioner,  Mumbai  
  • 7. Nurturing Craftsmanship & SME’s Localization of catalog using ip address of café Supplier and consumer are close enough to evolve synergy Cyber Cafés as purchase touch points . Strategy 18-35 yr old footfall and provider of internet to the luddites Our Value propositions What differentiates us? “Bottom up” approach, hence low price quality unbranded products Continuous customer engagement programs like ‘Photo of the day’ for our website Price Bidding and Bargaining on the site.
  • 12. Alliances Prospecting Hiring Seed fund Upon receiving approvals from fashion consultants (variety, quality and designs) & sales force, the legal team will sign a contract with the selected manufacturers and cyber cafes respectively Hire Sales & Marketing professionals, Fashion Consultant, Legal Experts and IT infrastructure team Sales Team to identify prospective manufacturers and leading cyber cafes in the Eastern region of India (targeted locations – urban, rural as well as semi urban) Receive seed fund of Rs. 1.5 crores from a Venture capitalist/Angel Investor Business model (1 of 2)
  • 13. Go Live! Beta Version & Logistics Website Portfolio Make our first sale JParallely, the IT team will develop the website and also tie up with payment gateways Launch the pilot version of the website for initial testing and feedback. Tie up with suitable logistics partner and link him with the cyber cafes Portfolio and product catalogues for the website will be prepared Business model (2 of 2)
  • 14. Financials Assets and Infrastructure 2% Salaries 25% 35% Marketing, Advertising, Alliances and miscellaneous cost 38% Reserve Rs.1,50,00,000
  • 15. Product overview About Knitkart.com Stage of Development – Prototype ready Product Portfolio – Men’s wear Women’s wear Hosiery Footwear (Men & Women) Fashion Accessories Personal care products www.knitkart.com
  • 16. Contact + 91 9031510802 amit.software.kumar Amit Gupta | CEO amit@rohinigeeks.com twitter.com/softwarekumar in.linkedin.com/in/amitsoftwarekumar facebook.com/hugh.sol