This document proposes a startup called GIGAL that manufactures affordable air filters in India. It notes that many Indian cities are highly polluted and current solutions like masks and expensive air filters are inaccessible to most. GIGAL aims to locally assemble high-quality air filters for Rs. 3,000-4,000 to make clean air accessible. Initial test results found their filters can effectively filter air. The founders analyze the market potential in tier 1 and 2 cities, propose a revenue model, and provide details on production, marketing strategy, stakeholders, scalability, SWOT analysis, and initial financial projections.

1. GIGAL
(AIR FILTER
MANUFACTURING)
FOR START UP WIZARD
ECELL, IIM CALCUTTA
BY: GAURAV RAJ ANAND, DEEPAK DAYAL, GAURAV KATIYAR

2. Problem at Hand
10 Indian cities are in the
list of the top 20 polluted
cities in the world a/c 2016
WHO Report.
13 Indian cities were in the
list of the top 20 polluted
cities in the world a/c 2015
WHO Report.
These pollutants not only
cause breathing issues but
are also carcinogens.
7 million premature deaths
occur every year due to air
pollution, 3 million of them
due to outdoor air quality.
We are not safe indoors
too, which goes against the
popular myth.

3. Solutions already existing:
 People make use of N95 (or lower grade) masks , but that’s limited to
outdoor usage only and that too with a limited life time (48 hrs).
 Air Filters have been introduced by the only few big players (Philips, Kent,
etc.) in this field offering air filters at the range of Rs 15000-30000), making
it completely inaccessible for the (lower) middle class and also the people
who want to make the purchases in multiples.
 Steps taken by the government to reduce pollution, which have rarely
shown results, or may take a long time for results to show. (e.g. Even-Odd,
Massive Afforestation, etc).
 Hiring clean air consultants, but their outreach is very limited, almost nil in
the Tier 2 cities.

4. Solutions Provided:
 Locally assembled Air Filters at the cost of Rs 3000-4000.
HEPA Filters
Fan
Basic Circuitry and
Switching
Controls
Limited
Functionality
TEST RESULTS:
After a few hours of experimental running of the
machine, testing was done through a Dylos laser
particle counter.
The air quality analysed was within the acceptable
range suggested by WHO.

5. Market Potential
Tier 1 and
Tier 2 North
Indian Cities
Highly Populated Cities
1. Large percentage of
Middle Class.
2. Ability to pay.
3.High per Capita Income
cities
A sense of consciousness
about health
Government attempts to
reduce pollution at
affordable prices.

6. Revenue Model
Model 1
Price Rs 3000
Hepa Filter - Rs 800, Fan – 400,
Switching – Rs 500, Service- Rs 500
Profit – Rs 800
Model 2
Price Rs 4000
Hepa Filter – Rs 1100; Fan: 800;
Switching – Rs 500, Service- Rs 500
Profit - Rs1100
• Both models are suited for both
(lower) middle class as well as high
income class group.
• We expect people to buy in
multiples.
• Bulk deals can be offered.
• Biddings for tenders floated by
governments and corporate offices
will also be done.
Go To Market Strategy:
Break Even Points Units Sold Phase(Expected)
Revenue 1780 Pilot Phase
Profits 5500 Pilot Phase

7. Stakeholders Analysis
Government, Family,
Consumers
(1)
Investors, Founders,
Board of Directors
(2)
Employees,
Suppliers, Lenders,
Future recruits
(3) (4)
Press, Society,
Interest Groups
LEGEND
1. High Importance Low influence -
These are the people you must fully
engage and make the greatest efforts to
satisfy.
2. High Importance Low Influence - Put
enough work in with these people to
keep them satisfied
3. Low Importance Low Influence - keep
these people adequately informed, and
talk to them to ensure that no major
issues are arising.
4. Low Importance High Influence -
Monitor these people, but do not bore
them with excessive communication.

8. SCALABILITY
• Initial operations in Delhi
• Manufacturing and support structure based in Delhi
• Promotional Campaigns
• Lifetime of pilot phase (24 months)
Pilot Phase
• Operations in Lucknow and Kanpur
• Improving of logistics and supply
• Lifetime of expansion phase (15 months)
Expansion Phase
• Operations in Varanasi Allahabad Patna and other major cities
• Onsite Support Service
• Introduction of new products
Outreach Phase

9. Strengths
1. Technical Expertise
2. Affordable Price
3. No extravagant functions
Weakness
1. No brand name to start with
2. Low scale of operations
Opportunity
1. Starting targets are high per capita
income
2. Larger Market
3. Absence of big players
4. Targeting cities with high pollution
index
Threats
1. Emergence of big players
2. Indifferent attitudes towards health
effects of pollution
SWOT

10. Financials
5
30
20
Funds(in Lakhs)
Founders
Bank Credit(Mudra Bank)
Investors Fund Raising
(Pilot Phase Expenses and A/c) Worth
Registeration and Licenses
Expense
2 Lacs
Renting of a warehouse and an
office + service place
10 Lacs
Hiring of staff (Contractual) 8 Lacs
Bulk Deals with Suppliers 10 Lacs
Miscellaneous Provisions 10 Lacs
Cash A/c + Loan A/c 15 Lacs

11. Thank You!!
Questions?