This document provides an overview of an opportunity to invest in an online beverages retailer in India. The startup was launched in 2014 and provides premium teas, coffees and other beverages directly to customers. It currently receives an average of 10,000 visitors per month and offers over 95 brands and 1,300 products. Financial projections show rapid revenue growth from $2 million in the current year to over $50 million in 7 years. The document outlines the company's offerings, competitors, challenges, and financial performance to evaluate the investment opportunity.
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This confidential document has been prepared by LibGem Solutions (LibGem) is based on information shared
by the company and other secondary sources identified herein. This document has been prepared solely for
reference purposes. It does not purport to be an all inclusive or to contain all the information that may be
material to the decision of the company or of any prospective recipient of this document for the purpose of
entering any transaction.
This document should not be relied upon or used for the purpose of any decision without an independent
check being carried out to its suitability. LibGem accepts no responsibility or liability for the consequence of
this document being used for a purpose other than the purposes for which it has been prepared. Any person
using or relying on the document for such other purpose agrees, and will by such use or reliance be taken to
confirm his agreement to indemnify LibGem for all loss or damage resulting there from. LibGem accepts no
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To the extent that this report is based on information supplied by other parties, LibGem accepts no liability
for any loss or damage suffered by the client, whether contractual or tortuous, stemming from any
conclusions based on data supplied by parties other than LibGem and used by LibGem in preparing this
document to any party.
This Presentation shall remain at all times the property of LibGem. It must be returned immediately along
with any other informative material received in this connection, without retaining any copies thereof upon
request or forthwith, for any reason whatsoever, if the transaction is not concluded or the recipient has no
further interest in the transaction.
Disclaimer
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Company Overview
The startup was launched in August 2014, and has
been getting an average of 10,000 visitors every
month
Online provider of premium beverages,
particularly teas and coffees, right at the
doorstep in India
At present, have over 95 brands and 1,300 skus,
which includes a wide variety of
Black Teas
Green Teas
Oolong Teas
Herbal Teas
Red Teas
Infused Teas
Coffees
Tea Asscessories
Hot Chocolate & Cocoa Powder
Also offering convenience and service related to the
products
Bridging the gap between suppliers and consumers
Has robust IT infrastructure
Plan to expand into following categories
Coffee Machines and Accessories
Juices & Squashes
Energy & Health drinks
Sports beverages
Milk & Sugar Sachets
Soups
Children beverages
Currently other than directors, there are 2
employees
One of the directors has extensive experience
in marketing, both online and offline
The other is an IT expert
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Unique Selling Proposition
One Stop Destination for all beverages and its associations
• Contains about 95 brands and 1300 skus
• Creates awareness about different varieties of teas along with its benefits
• Provides a wide variety of category associated with the main product like milk and sugar sachets, tea equipments, coffee
accessories
• Consumer can get knowledge of different flavours, better brands
• One shop for all beverages convenience will attract more customers
Education
• Believes in educating customer to enable one to make an informed decision
• Have a page which answers a lot of common questions about products and Blog which has vast amount of rich information for
users
• Will be building a tea forum & question and answer page to increase engagement and let users get more input before purchase
Subscription service
• Try to take the pain away in ordering every month since beverages are a recurring purchase without the need to alter the order on
a regular basis
Popular Products
• Some very popular products are available which are otherwise difficult to locate
Sampling
• Enable customers to try before they buy. This helps in building loyalty and trust
International shipments
• Are trying to open up internationally as are getting frequent enquiries from abroad
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Broad Product Category
Tea
Black Tea
Green Tea
Herbal/ Slimming
Tea
Iced Tea
Flavoured/
Infused Tea
Coffee
Filter Coffee
Green Coffee
Espresso Coffee
Decaffeinated
Coffee
Blended Coffee
Drinks
Juices
Squashes
Sports Beverages
Energy & Health
Drinks
Children
Beverages
Others
Soups
Milk & Sugar
Sachets
Tea Accessories
Hot Chocolate &
Cocoa Powder
Coffee Machines
& Accessories
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Additional Revenue
Digital
advertisements by
brands on website
and sampling
through them can
be a revenue
source
Tea tasting events
in various cities
can be a revenue
source
Private label can
potentially be a
big source of
revenue and
better margins
Other models
include beverage
gifting for
occasions and tea
catering for events
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From Warehouse to Customer
Order
Received
Warehouse
Material is taken out from
inventory warehouse. The
warehouse is maintained totally
covered and having no moisture
whatsoever. Stock is packed in
cartons which are kept over layers
of matting and newspapers.
After the material is taken out, the expiry
and packaging of the products are
checked. As far as expiry is concerned,
only send those products which have
atleast 25% expiry left (this is an absolute
minimum). Also packaging is checked and
all packets which are not shrink wrapped
are put into zip lock packets.
First the products are fit into the
right carton. The size of the carton is
crucial as the products should not be
very loosely fit into the carton nor
should be they be very tightly fit. All
excess spaces are filled up using
bubble wrap and paper. Taping is
done all over the carton to ensure
the carton is sealed well.
Inventory Check Packing Courier
The pin code of the customer is
checked and the right courier is
selected. Then the final carton
is dispatched.
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Competitor Analysis
• Better off because of the wider variety and convenience it offers over the
offline stores like Big Bazaar etc
• Have over 90 brands of teas and coffees compared to these stores which
typically will have around 10 brands at the maximum
• Also a customer can order sitting in his/her office and deliver the goods directly
to their address
Offline Stores
• Online private labels like Udyan Tea, Golden Tips Tea, Tea Trunk etc. can be a
competition
• Advantage is primarily the choice offered to customers
• Most of these brands are available with them as well
Private Labels
• Can do better only because of its focus and better understanding of the domain
• Look at providing customers a more comprehensive background and education
about products so that they can take a better decision
• Amazon currently has 504 teas and 70 coffees. Also the collection is very
diverse which includes readymade shakes and cold coffees. Flipkart does not
have a Beverages section at all. Snapdeal does not have a prominent Beverages
section
Online Market
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Key Challenges
Inventory Management
• Having inventory gives better customer experience but brings with it a big task of managing the
same
• Since beverages are perishable, there is a need to maintain a good system for managing inventory
• Would need to estimate and maintain inventory as per the flow of the product in the market
• Different products would need to be classified based on their demand and this time period would
differ for the different categories
Delivery Logistics
• The experience of a customer is complete at the time the product reaches him/her and when he/
she opens the same
• Courier plays a key role in determining customer experience
• Would need to tie up with more courier services and allot the right courier to the right service
(based on cost and serviceability) so that the delivery time is cut short
Online Conversion Rate
• Working aggressively so to increase the number of visitors
• To help the visitors get the right information to help them decide and that the overall experience is
as easy as it can get
• Current conversion stands at around 7%
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Projection
1.9
4.2
5.3
6.5
7.8
9.2
10.6
0.1 0.3 0.6 0.9 1.2 1.4 1.6
0.2 0.7
2.5
4.9
5.8
6.9
7.9
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7
Visitors Orders Units
Particulars Current Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7
Conversion Rate 7% 6% 8% 12% 15% 15% 15% 15%
Average Cart Size 622 422 578 1516 2085 2660 2940 3250
(figures in Millions)
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Financial Performance
(figures in ~INR Millions)
2 46 191
941
1,973
3,021
3,940
5,009
FY 2015 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7
Sales
(1)
(55)
(88) (102)
7
109
198
388
FY 2015 Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7
EBIDTA
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E-tailing in India
455
1152
34
212
0.6
76
2012 2021
Traditional Retail: Brick & Mortar
Corporatized Retail: Brick & Mortar
Corporatized Retail: E-tailing
Indian Retail Market Size
Total Retail Market Size: USD~490 bn
Total Retail Market Size: USD~1440 bn
Source: Technopak Analysis
Top e-commerce investments in India in
2014
• Furniture etailer Urbanladder closed $21
million (approx Rs.120 crore) Series B funding
from Steadview Capital along with the existing
investors, SAIF Partners and Kalaari Capital
• Furniture and home products marketplace
Pepperfry raised $15 million funding led by
Bertelsmann India Investments (BII), including
Norwest Venture Partners (NVP)
• Grocery and veggie etailer Bigbasket snapped up
$33 million from Helion Ventures, Ascent Capital,
Zodius Capital and Lionrock Capital
• Online Indian ethnic wear store Cbazaar received
funding of Rs. 30 crore to Rs 50 crore from private
equity firm Forum Synergies among others
• Etailer of funny and quirky products
Happilyunmarried secured $0.65 million (Rs.4
crore) from InfoEdge. The investment was done
through optionally convertible cumulative
redeemable preference shares
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LibGem Contacts:
Rohit Pincha (+91 9958 4737 09)
Sakshi Wadhwa (+91 99 9909 0114)