THE PITCH PANTHEON

DIVYA
APNE GHAR MEIN MANDIR KI SUGANDH

-BY PIONEERS
Vani Aggarwal
Mohit Mittal
Shubham Goel
FLOWER WASTE: DIVYA can be an answer
India is a land of flowers and they are extensively
used in religious ceremonies and weddings.

Water Pollution Landfills/ Air Pollution

rd
80,00,000 metric tonnes Floral Waste constitute 1/3 of the total solid waste accumulated in the country.
of waste flowers are dumped into the river Ganga, main cause of water pollution

This organic wastes is broken down by bacterial action in a series of stages that
Floral waste accounts to 16 % of the total river pollutant. result in the formation of CH4 (methane) and CO2

While rotting flowers affect the water quality, the pesticides used on them leach The Global Warming Potential (GWP) of methane (CH4) is 72 over a 20 years period or
into the waters and harm marine life. in other words methane is 72 times stronger than CO2.

Why DIVYA? Women

Empowerment Growth
Factors leading
to Growth,
Opportunities

Sacred mission to transform devotion into

sustainability Collaborating
with NGOs Inclusivity and
By upcycling the abundant yet underutilized Sustainable

Sustainability
Packaging

resource, we are creating a sustainable and Environment

“ ”
circular economy within the floral industry. Saver

Our incense sticks, are meticulously crafted TAGLINE- Apne Ghar Mein Mandir Ki Sugandh Major workforce will be
constituted by women
specially rural women.
from discarded flowers, offering devotees a
fragrant and meaningful way to connect with MISSION- To lead the transition to a circular economy by Boost to allied businesses like Upcycling the flower waste
the divine while contributing to a greener upcycling floral waste into high-quality products transport, ingredients will ultimately aim to cleaner
and fostering social responsibility. manufacturers and also selling water bodies and land in
planet. the product to local markets. nation
This innovative approach not only diverts Leading the charge towards a zero-waste society by
VISION- Fosters brand responsibility,
waste from landfills and helps create a virtuous fostering entrepreneurship and environmental Made up of disposable, promotes sustainable practices,
stewardship. biodegradable & recyclable and offers potential cost
cycle of greener and nature friendly devotion. material, benefits for our upcycled
incense sticks.
MARKKET AND PRODUCT ANALYSIS
Emerging trends in the global incense sticks Porter’s 5 Forces
12000 Cr market include increasing consumer inclination
Higher capital requirements for new
entrants
towards natural and organic products, particularly THREAT OF NEW
Indian Market
Brand goodwill and customer loyalty for
in the wellness and spirituality sectors. ENTRANTS existing brands
Economies of scale for already existing
corporations
The Incense Sticks Market Industry Research by
Application is segmented into: BARGAINING Availability of many brands and
substitutes.

9% expected
POWER OF BUYERS Buyers may be willing to pay higher for
premium-quality, sustainable incense

CAGR for
sticks

Households Office space Religious places Aroma Therapy Suppliers of raw materials like bamboo,
BARGAINING POWER
2024-2032 OF SUPPLIERS
herbs, and essential oils have moderate
bargaining power
UNORGANISED Suppliers of unique raw material have
higher bargaining power
CYCLE PURE
Incense sticks face competition from
Most of the market ITC - MANGALDEEP
THREAT OF
SUBSTITUTE
various substitutes like essential oils,
candles, and air fresheners
is unorganized and Still incense sticks come with various
HEM religious beliefs that help us to have a
top 10 players only stable demand
PHOOL
constitute 35% COMPETITION OF The incense sticks market is fragmented
with many players, including large
OTHERS RIVALRY corporations, small manufacturers, and
artisans
MARKET SHARE OF MAJOR PLAYERS
PESTLE Analysis

P E
GDP growth
S
Rising consumer
T
Automation of
L
Environmental laws
E
Waste management
Government processes Trademark
regulation Changing trends in awareness regulations Climate change
Better connectivity
Government consumer spending Significance of Labeling Sustainable Practices
Innovation in
supporting schemes Inflation incense in culture requirements Net zero targets
production
SUPPLY CHAIN, BENEFITS OF DIVYA OVER COMPETITORS
Decoding the Supply Chain - From Procuring to Distribution
Collecting waste Transporting them Segregating flowers Procuring other
flowers from to nearby from wastes in the ingredients, preparing
1 2 3 4
nearby temples workshops workshop mixture required

Manufacturing Letting the Incense Packaging the Delivering products

5 incense sticks & 6 sticks & Cones to 7 incense sticks & to required
8
incense cones dry for a week storing in cartons destinations

HARMFUL EFFECTS OF TRADITIONAL INCENSE STICKS Incense has wood chips, coal powder & adhesives. Charcoal in Incense sticks releases carbon
On burning, these materials produce harmful by- monoxide & harmful by-products when burned,
products - particulate matter & toxic gases increasing risk of poisoning & respiratory issues
Cardiovascular Dizziness,
Diseases Headaches
SOLUTION
Alergy Cancer Irritation
DIVYA uses organic natural material like Flowers,
Tulsi Ji, Neem etc avoiding the problem of
harmful gases & respiratory issues.

Decent work & Sustainable Cities & Responsible Consumption

Economic Growth Comunities & Production
The reason behind such disesases is the Harmful
Chemicals used in traditional incense making.
SDGs fulfilled by our Initiative
GO TO MARKET STRATEGY
1 TARGET AUDIENCE 4 PRODUCT POSITIONING 6 PROMOTIONAL CHANNELS
Socially aware
households Partnering with
Interactive
content creators to workshops engage
spread awareness customers, fostering
about the trust within the
Groups and environment and the brand organic claim
High-end Ashrams organizations working product
and religious for environmental &

VOLUME
places social causes

Giving more
incentives to the
Collaboration with
ashrams, temple
2 UNIQUE SELLING PROPOSITION retailers for and NGOs for
promoting and selling promoting the
our product. product
Experience nature's essence without the guilt.
Our incense sticks are meticulously handcrafted using Price CUSTOMER ACQUISITION &
7
only the finest organic floral waste. Enjoy the therapeutic
RETENTION
benefits of pure fragrance, while contributing to a cleaner 5 DISTRIBUTION CHANNELS
planet. No harmful chemicals, no toxic smoke, just pure Collaborating with content creators to
indulgence. spread the environmental concerns to
Targeting younger audience. increase awareness & promoting product
Selling through awareness
programs To introduce various products made up of
3 NEEDS Social Media
floral organic waste like Holi colours and
Market
3
Environment
natural face-pack.
4
Friendly, Setting stalls This will provide a
Organic
active & stable market
Aromatherapy
benefits -
near religious
for incense sticks
8 METRICS & ANAYLSIS
Connected to their
2
religious
therapeutic
properties of the
places Actively seeking and analyzing customer feedback through
sentiments.
floral scents. 4
5 Online social media engagement, post-purchase surveys, and
shopping sites review platforms.
Larger Audience Conducting market research using sampling and focus
Safety from Consistent Easily Accessible groups to gather qualitative insights.
harmful particulate fragrance,
matters affordable prices Building a customer community for direct interaction and
1
feedback sharing and incorporating this feedback to improve
We will tap into retails after increase in production and
the customer experience.
storage capacity.
Financials : Revenue Streams, Future Outlook & results of revenue
Implementation Timeline (Est.) Future Outlook
Preparing various prototypes Finalizing marketing strategies Implement loyalty programs,
Expanding our portfolio to Holi colors,
Testing it under various required Establishing sales channels & distribution improve customer service, and
Dhoop, Mosquito Repellants, Decor items
conditions networks. Hiring more talent
continuous innovation. Diversify in other segments - Mosquito
Implementing the necessary changes & Streamline operations & using
feedbacks of users
Executing the launch event
and campaigns.
Understanding market
latest technology to cut costs repellants, Decor items, Organic Oils
requirements
2 4 6
Prototyping Prod. Launch Diversification Retention

7 Expanding to various cities, Casting

1 3 5 Celebs for increasing reach of product
Production Engagement Expansion
Finalizing suppliers, ingredients Running engaging marketing campaigns Exploring into new regions and

Hiring more underpriviledged community

Hiring labors & providing Providing discounts, building markets, expanding to them
training community Scaling up production, getting into
Set up small manufacturing Taking user feedback, conducting survey various distribution channels. women, creating employability
facility, renting a place Implementing necessary required Actively seek partnerships or
Purchasing required equipment changes collaborations to expand reach.

Expense Breakdown Revenue Forecast

Quantity- 40N Price -Rs 140
Revenue in Lakhs
140
Raw Material
Estimating business 120
Delivery
Gross Margin doubles in initial 3
100
Advertisments 44% years
80

Packaging Net Profit 60

Margin
Rent
25% 40

Wages 20% growth Y-O-Y 20

Profit Margins afterwards

Raw material - Major component Transportation 0
1st Year 2nd Year 3rd Year 4th Year 5th Year 6th year 7th Year
APPENDIX
Financials Photos (Actual Implementation)
INCOME STATEMENT

EXPENSES Rs REVENUE Rs

Raw material Costs 78000 Sales 140000

Transportaion Cost 1000
Wages* 800
Rent 5000
Packaging Costs 5000
Advertisement 5000
costs 10000
Delivery Costs** 104800 140000

The above mentioned revenue & expenses are for a month, in the initial year
Plan to sell in one month for 1st year = 1000N
Expenses mentioned are for 1000 units. (Based on actual implementation)

Assumptions
100% in initial 2 Price of one box - Rs 140
years 20-25%
40 units in one box
-Expanding to new Growth rate
regions 3rd
-Increasing product year onwards *Wages are for 2 persons - Rs 400
portfolio each
** It takes Rs 30 to deliver one parcel,
Ass. a person orders 3 box at a time
Revenue Forecast
Click for Detailed Financial Analysis Click for Product Video
Appendix
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https://www.imarcgroup.com/india-incense-sticks-agarbatti-dhoop-market

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9058426/

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https://drive.google.com/file/d/1etPVW0JzuW8ob7sI0lQqfesl4hSPMI74/view?usp=drive_link