To-Do
Tell people our
AWESOME story
Honasa Brands Pvt. Ltd. : Story Deck
Little problems of young parents that no one understands!
Since we got pregnant we have faced issues of not finding safe products that solve our
problems. Be it solutions moms to be need for morning sickness before birth, a lanolin free
nipple healing cream or products that are healthy & safe for our baby like toxin free personal
care products, healthy snacking options for toddlers. We ended up ordering stuff from USA/UK
& paid through our nose for it. We know many couple who went through the same pain. Why
should a parent need to do that?
Fearful Parents
We are a generation of nuclear families.
Less number of kids = less chances of screwing up = more paranoid in making choices
My doctor calls us google parents as we search for almost everything related to our child on
google including the medicines he prescribes
We exist to provide solutions to seemingly small problems of parents
We will be master of niches where giants don’t like to enter
We will provide safe, better for you products across categories for babies & parents
The unsolved problems of young parents
Pre-Natal Post-Partum Baby Care
Morning Sickness Stretch Marks Cracked Hair loss Dark Safe Toxin Free Safe Toxin Free
Nipples Circles Personal Care Skin Cleansing
Baby home hygiene Baby & Toddler Snacking & Many More
Fear of using child unsafe detergents, Fruit, Veggie & Grain based healthy Feeding options Allergy free Organic
floor cleaners at baby homes snacking options for babies are missing to avoid Colic soft clothing
We are not kidding here! – This is a real business opportunity
Worried Moms are seeking more Industrial revolution party is Baby care in India : Low A generation old trust is shaken
information to make choices over it’s the era of getting back fragmentation, high growth in the biggest & most loved
which are better and safer to nature market with strong CAGR (18%) brand
1. Health
2. Baby Products 2 Bn $
Mom’s Top searches Back to nature movement Large market growing at 18%
70%
Moms part of online
75%
communities Brands are taking notice even in J&Js share, Low fragmentation Almost the entire baby range for
India led by Patanjali Johnson is under question
3X 10 M
Increase in Searches for safe
10 Million babies born in
Urban India each year
We are an Atomic Consumer Product Company of The New World
We use our size to our advantage
Using Digital for Sharp Targeting Use Ecommerce & Modern Trade for Use World Class 3’rd Party
& performance marketing leaner distribution Manufacturing to expedite innovation
Rise of shared services: Own the core Easier access to human and financial Its already happening locally & globally
outsource the rest capital
We have decided to take on the Goliaths!
Approved
Approved by Doctor
by Doctors Toxin
Toxin Free“better for
Free,
Formulations
you” Formulations
Products formulated basis safest available
ingredients guided by a team of doctors without
significant impact on performance
Only Indian “Made
Approved by DoctorSafe”Toxincertified
Free Brand
Compliant with European Union & Canadian
Formulations
Baby Careformulated
Products regulations
basis safest available
ingredients guided by a team of doctors without
significant impact on performance
AApproved
One stop by Doctor
brand Toxinbaby
for safe Free& parent
Formulations
products across categories
Products formulated basis safest available
ingredients guided by a team of doctors without
significant impact on performance
mamaearth exclusively available at Amazon in lotion, shampoos, itch creams,
oils, bug repellants etc. for babies and moms starting Nov @ just Rs. 299
We have an exciting product roadmap
We will win in niches where the goliaths don’t find meat
Q4 16 Q1 17 Q4 17 Q2 18 Q4 18 Q2 19 Q3 19 Q4 19
Baby Lotion
Baby Shampoo
Mom Nursing Apparel
Baby body wash
solutions
Diaper Rash Cream Baby Sippers
Massage Oil Supplements Baby feeding bottles
Bug repellant for Moms Baby Nipples
Baby sunscreen Baby teethers
Baby toothpaste Baby Soft apparels
Bubble bath Expand to premium TT
Moms Pre Natal Range
Toddler and baby
(4 Products)
organic snacking
Moms Post Natal Range
(Fruit, veggie and
(4 products)
grain based) Kids personal care
Expand to Premium MT
Of course, we have a solid launch plan!
RTM Marketing Customer Acquisition Pricing
299
Launch with Amazon exclusive Product, claim and review led content Drive traffic to website for brand Simple, effective & singular pricing
experience strategy with all lead SKUs across
categories priced at Rs. 299
499/899
Graduate to premium MT when & if Use power of communities and Use amazon specific targeting and Promotion strategy for consumers
required partnerships remarketing tools to send free willing to upscale, 2 products for 499
samples and drive conversions on and 4 products for 899
amazon
Create memorable experiences with Drive free trials through small trial Essential discovery kit with 5 50 ml
Keep clear metrics to graduate products and education to create kits given free through amazon packs (travel size) to discover our
products across scale RTMs ambassadors targeting (Sachets), hospital tie ups products again at Rs 299
(Discovery kit) and partner websites
With a razor sharp focus on driving trust and credibility
Brand formulations All formulations approved by Most products which contain Sustainable by design by
complying with European & a panel of experts consisting non natural ingredients like supporting nature
Canadian union baby care of Doctors (Cosmetologists, lotions, shampoos, itch conservation as well as
regulations on formulation Toxicologists, Pediatricians cream etc. will be clinically “mumpowerment” (getting
and packaging etc) tested in Europe before mums back to work)
launch
+
Declare all ingredients we add in our products & why we add them in a easy to understand way on our website
& a strong brand building plan focused on issue, solve & advocacy
Brand Awareness Issue Awareness Advocacy & Trials
Product and benefit led content Toxins education and awareness Gifting personalized product gift packs
through bloggers and partners to 1000 most influential early moms
Testimonials of consumers involving Snack able video capsules around toxin Tying up with hospitals, pre-natal
extreme situations education & brand as solution classes & amazon for targeted trials
And we are off to an amazing start.
Product Packaging Testing & Creds Brand/RTM
7 products planned for Packaging closed and ordered Doctors on Board
Children’s day launch in
November Brand world & label designs
completed
3’rd Party contract partner Label and claims tested with All relevant testing quotes and Amazon Launchpad & Trial
closed moms panel timelines in place through hospital chain
conversations underway
We have done the math and it all adds up
1 Cr+ 100 Cr 1 Bn $
Exit year 2017 at a monthly run Achieve turnover of 100 Cr INR Become a 1 Bn USD publically listed
rate of 1 crore + INR with a first with in 5 years led by a deep company in 10 years with strong
year revenue of 8 Cr + consumer franchise and large presence in international markets
innovative line of products (Focus : India, Africa & ASEAN)
=
Monthly Break even on gross
60%
Retention rate of consumers
30% +
Gross profit without optimizing
profit level by June 2017 & who enter into franchise for scale
attempt to achieve monthly through trials using targeted
break even at net profit level marketing and expanded
before end of 2017 product offering
Detailed projections, P&L & cash flow available for review
Brands Pvt. Ltd.
We are Honasa Brands Pvt Ltd which comes from Honest, Natural and Safe. We aspire to provide
Mission safe, toxin free, international standard products across categories starting with baby care in India.
Our core values which will shape our company are Honesty, Safety & Mum-powerment
Founders
Varun Alagh Ghazal Sahni Alagh
Post XLRI (2005-07), Varun has spent 10 years in the FMCG space Post her BCA, Ghazal has worked with NIIT in mobile technologies
across HUL, Diageo & Coca-Cola. He has managed large sales teams as a developer and later as a trainer. She has experience in her
at Unilever distributing personal care, home care & F&B across own startup called Dietexpert.in which was a fitness website
traditional and modern retail. In marketing he has a varied experience targeted at providing customized diet plans to consumers. She is
from developing Rexona deo lotions in tubes for Philippines, launching also a professional artist with multiple exhibitions around the
Coca-Cola Zero in India to building occasions for Coca-Cola across world. She will look after product development, design and
India, Bangladesh, Nepal & Sri Lanka. During his corporate stint he community management
has won multiple awards for performance across organizations. He
will look after Marketing, sales, strategy and company affairs.
& We are looking for
Investment Sound Advice Networks
500K $
We are looking at raise .5 M USD in We are looking at investors with We would love to have investors who
seed funding to invest in the business experience in consumer marketing, can help strengthen the following
and achieve our first year metrics & retail, venture capital, international connections through there networks
breaking even. We will be spending business etc. We would want to
this on leverage these experiences and further • Personal care product manufacturers
refine our strategies basis the same. • Large Retailers (Online & Offline)
• Working capital for production through • Large hospital chains
the year to reach 1 Cr monthly topline – • Potential Partners & Acquirers
200 K USD • Venture capitalists
• Net Burn FY due to performance • International Distributors
marketing, brand marketing, resources • Medical Associations
etc. – 200 K USD
• Testing, innovation & category expansion
– 100 K USD
To-Do
Tell people our
AWESOME story
Meet us to know
more about our
exciting plans
Annexure : Brand world (Pack led)
