Push notifications have emerged as an effective marketing tool. 52% of smartphone users have push notifications enabled on their devices. Again, push notifications to have 5-10 times more CTR than e-mails, which has made it an important part of any digital marketing strategy.
Marketers can use it for promoting products and services, re-targeting, building brand reputation, and much more. Considering the huge potential and growing popularity of push notifications, TruePush a Hyderabad based startup has come up with free push notification services for everyone.
TruePush, a leading customer engagement platform in association with Amazon AWS presented the highly anticipated event of Fuckup Night Volume 4 Hyderabad- Quarantine Edition in May 2020. The event aimed at bringing out the professional failure stories of successful entrepreneurs in public which mostly includes emerging startups, entrepreneurs, and others.
The selected speaker for the event included Diksha Dwivedi, founder of Akkar Bakkar, Taran Chabbra, founder of Neeman’s shoes, and Upneet Grover, founder of GetMyUni. Each speaker shared their professional failure, and the learnings from the same, which was the value addition to every participant of this free event hosted on Zoom Online.
The reputed media partners for the events were The Hans India and HMTV, which covered the event on different social media platforms helping TruePush for the wider reach.
About TruePush
TruePush is a free push notification product for web and mobile. It offers feature-rich, high volume notifications for web & mobile, deep analytics and easy-to-use dashboard. This Hyderabad based startup founded in 2018, envisions to dominate the push notifications and re-engagement tools space in the next 3 years.
Founders of TruePush and Team
Ravi Vaka and Manoj Surya are the founders of TruePush. They met in a startup leadership program meet. The duo shared common ideas and came together to set up the startup in 2018.
Ravi Vaka is the Head of Customer Outreach & Success of TruePush. He oversees Customer Outreach, Customer Success, Customer Service and Quality Assurance Team. He aims to exceed the highest standards in delivering his clients with a lifetime experience.
Manoj Surya is the Head of Product. He is the person behind getting the product come in timelines according to the customer and market need.
TruePush started with 6 member team and currently have 9 full-time members.
TruePush Team
How was TruePush Started
Ravi and Manoj realized that push notifications have a fast-growing market. The duo did thorough research and found there are no free products in the market for push-notifications. This made them think about introducing a push notification service free of cost, which would help users save money and time. Being a free tool, it soon gained good momentum and a lot of sign-ups.
We launched on product hunt in Jan 2019. The response was great. We had 400 + signups in a day after product hunt launch.
TruePush – Name, Tagline and Logo
“We deliberated on a few names and TruePush seemed catchy and easy to remember and so we went ahead,” said Manoj.
Since it is a free product, its tagline goes as – free push notifications forever.
The logo has a lot of lines going within it. These lines represent network/communication, as TruePush is a network and communication product.
TruePush Logo
What is TruePush
TruePush is a push notifications service that helps its clients to engage with their customers efficiently and effectively. Some of the features offered by TruePush are-
Unlimited Notifications, Campaigns, and Websites
Desktop Notifications, Mobile Push Notifications
Supports HTTP & HTTPS
Multi-browser support
Preview in different devices
2-way Opt-in
RSS To Push , Rich Push Notifications
Scheduling, Tags
TTL & Expire of notifications
Website and campaign wise analytics
Custom Segmentation and Predefined Segmentation
Smart Triggers, and Templates
Truepush also offers its users a personalized dashboard free of charges.
Again some of the new features, which are soon going to be added to TruePush are
“We believe, more users will be benefited when the costs are lower to use. Our tool is completely free to use for all features, both mobile and web and unlimited notifications”, says Ravi Vaka, founder of TruePush.
TruePush is currently providing the push notifications services free of cost and will continue to offer it for free forever. As far as the revenue model is concerned, it plans to monetize in the future from one of these ways-
As Google does, they may connect the cookie data of users to advertising partners. However, the company ensures that any personal information of the client is not used or shared with anyone.
They may add more re-engagement tools to TruePush and charge a low price from its users on other add-ons and leave Push Notifications feature for free, just like now.
TruePush – Funding and Investors
TruePush is backed by enterprise currently and has no plans of raising funds in the near future. It is a bootstrapped startup.
TruePush – User Acquisition
TruePush was able to acquire its first few customers through its network. A major chunk of its customers came from ProductHunt launch and later from Betalist. The company is also leveraging on a lot of word of mouth publicity.
“There are 654 million websites in the world and 5 million apps (All stores) and everyone can be our customer”, says Manoj Surya, founder of TruePush.
TruePush – Startup Challenges
As said by Manoj, TruePush did face many challenges, but the product market fit was never an issue for them. There were many incidents when the team had to move that extra mile for getting things done.
Manoj recalls, “One day we shared our product on ProductHunt 9th with no expectations. The team in festive mood was heading into Sankranti/ Pongal vacation and to our surprise, TruePush was trending on number 3 on ProductHunt and with close to 900 % increase in our numbers, we suddenly had to cancel our holiday plans and continued to work from office for the next few days.”
As said by Manoj, there are 70-80 companies in Push notifications segment that is doing well worldwide, but of these, TruePush is the only one which has all features free forever. PushCrew, Pushnami, Izooto etc are some of the competitors.
We made it free helping our clients to save up to $6000 compared to their prices while giving a robust product.
TruePush – Growth
TruePush has been accepted well by its target customers and has big names such as Govt of Telangana and NASA space apps as its client. Currently, it has 1700+ clients and sends 2+ billion notifications a month and aims at reaching 1 billion a day in the next quarter of the year.
TruePush – Awards
TruePush has recently entered the High Performers quadrant under the Push notifications category in March 2020 on the G2 review platform. This entrance has made it win the High Performers (Spring 2020) award by G2, which is the most searched and trusted review platform. By earning the most positive reviews on this platform, the startup has stepped much ahead of its competitors within a short span.
Along with receiving good reviews, feedbacks, and acceptance in the global market, TruePush has also received many global awards such as the “9th Most Popular Push Notifications Service in India” by BuiltWith, “Rising Star Award – 2019” and “Premium Usability Award – 2019” by FinancesOnline, and the “Fastest Growing Software in Push Notification” by SaaSworthy.
Besides, TruePush managed to come up as the 3rd top most company in the ProductHunt on Jan 9th, 2019. It has also trended on Betalist and beta page home pages.
TruePush – Future Plans
The company has a huge prospect for growth. Its future plans include-
Hitting 100M devices through its clients in 2020
Introducing more re-engagement tools In the next 1-2 years.
Emerging as a market leader in Push Notifications segment in the next 3 years.
It is important for companies and makers to feel liberated and deliver their best product to the world rather than thinking about making huge profits. It is incredibly hard to get your customers attention but once you retain them, it is easier to generate more ROI with the same customers
TruePush – FAQs
What is TruePush?
TruePush, a leading customer engagement platform in association with Amazon AWS presented the highly anticipated event of Fuckup Night Volume 4 Hyderabad- Quarantine Edition in May 2020.
Who is the founder of TruePush?
Ravi Vaka and Manoj Surya are the founder of TruePush.
Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by the organization it is based on.
An average customer procuring fuel for their usage face multiple issues when it comes to storage, spillage, and transportation. Make-shift diesel carriers posed an enormous accident-liability and proved to be costly. With the advent of technology in the fuel industry, these issues are now being solved in cost-effective, environment effective, and most convenient ways possible. To this end, the startup ecosystem in the fuel industry has offered safer alternatives to procuring fuels.
To tackle these problems, Humsafar India offers doorstep diesel refueling services to industries that require diesel for static and heavy equipment and machinery. Read this article to know about Humsafar India, founders, products, business model, revenue model, startup challenges, funding, competitors, wiki, and future plans.
November 26, 2020 – Humsafar announced that it has tied up with Okara Group to launch doorstep diesel delivery services across cities in Maharashtra including Mumbai, Pune, Nagpur, Thane, Nashik. As part of the deal, it will provide technical and digital support to the new venture under the strategic alliance.
In a statement, Humsafar reported that it has received an order of 120 automated mobile fuel dispensing bowsers for Okara Fuelogics for diesel delivery. Okara Fuelogics will utilize the ‘Fuel Humsafar’ app for its orders.
Dilpreet Sadana, Co-founder and Technology Head at Humsafar said: “Our alliance with Okara Group is mainly to provide doorstep diesel delivery services in Maharashtra and to help entities like housing societies, industries as well as malls with a regular supply of diesel”.
Humsafar – About and How it Works
Humsafar, a consumer brand of Samridhi Highway Solutions Pvt Ltd, offers doorstep diesel refueling services to industries that require diesel for equipment. Humsafar’s solution promises convenience, easy-to-use technology, and cost-effective alternatives to traditional methods of diesel procurement. With the assurance of safety and zero wastage, it is leading last-mile delivery in diesel while enabling a safer environment for all.
The team’s vision for Humsafar is to make ‘last-mile connectivity’ efficient, convenient, and safe. Once the government legalized Doorstep Diesel Delivery (DDD) in 2017, the startup jumped at the opportunity to make a difference.
“As a fourth-generation fuel entrepreneur, I was eager to make the change from operating retail outlets to bringing in innovation into the fuel industry. Today, we are proud of the impact Humsafar has had in the lives of our customers”, says Sanya Goel, founder of Humsafar India.
Humsafar India
Humsafar – Target Market Size
The government of India amended the Petroleum Regulations to enable Doorstep Diesel Delivery for static equipment, as well as heavy machinery. Petroleum and Safety Organisation (PESO) consequently drafted protocols to be followed at the point of loading and unloading, means of safe transportation, and protocols to oversee and facilitate the process with adequate training.
Going by the recent announcements, the fuel industry is set to further liberalize the market and pave avenues for new market segments for Diesel, Petrol, and CNG door delivery. The demand for fuel per year is at 85 billion liters, out of which approximately 43% of the demand is for diesel. This demand poses a huge opportunity for the doorstep diesel delivery market in the country.
Currently, besides Oil Company Dealers who have top-loading gantry facilities, a few startups are actively operating in this sector. The segment has already proven to be a disrupter. Notwithstanding resistance at certain levels, the segment is set to see a large number of dealers enter and expand their reach.
MOPNG and Oil companies are also enabling the scale-up by easing up the sector and bringing in additional regulations in view of the flammable nature of the product. Startups can increase the scope and area of operations that will enable them to break even faster and generate revenues.
“I would always join my father at various retail outlets and observed that many rickshawala’s would come in with barrels, fill it up with diesel and then load it. My first thought was – why in this day and age, we still have to do such hard labour to load and unload diesel, a necessary commodity. Surely there has to be a better way. I couldn’t fathom the thought of effort and all sorts of safety violations that were involved in this process. This made me question the available alternatives at hand to find out that there were none. None that was legal anyway”, recalls Sanya while talking about the idea of Humsafar.
When Sanya began with her groundwork, she discovered a large pool of customers who were facing pilferage, safety, quality, and quantity issues when it came to transporting diesel from point A to point B. The answer that then lay before her was simple – a solution that can promise delivery with the assurance of safety, zero wastage, and cost-effectiveness.
“If I had to pick a Eureka moment, it would be the moment my father decided to support the idea. He always gave me the freedom to explore, come up with solutions and is always ready to give me a shot”, says Sanya Goel, owner of Humsafar.
While Sanya had her father’s support, the government too opened the sector for deliveries and that paved the way to this becoming a reality. The initial days were challenging and at times frustrating with revenues taking time to come in, ensuring good quality with limited resources, etc. But as they proceeded, they learned to perfect processes, streamline operations and ensure efficiency with whatever resources available.
Humsafar – Founders and Team
Sanya Goel, and her brother Mayank Agarwal are the Founders of Humsafar India.
Mayank Agarwal, Dilpreet Sadana, and Sanya Goel
They also have two mentors, her father, Nishit Goel, and her uncle, Dilpreet Sadana. Yes, it’s all in the family.
Sanya Goel, Founder, and Director at Humsafar India – She is 27 years old and hold a Masters Degree in Innovation and Entrepreneurship from the University of Warwick. Sanya has a keen eye for detail, and in her team, she specializes in identifying and addressing the various needs of customers as well as overseeing easy-to-use UI development.
Mayank Agarwal, Co-founder of Humsafar India – Mayank comes from a Finance background and has been in the petrol pump business for about 7-8 years. He holds a Masters Degree in Finance and Business Administration from ICFAI and makes sure that the company stays financially strong.
Her father, Nishit Goel, is an entrepreneur too and is the “let’s-do-it man”. He is the company’s mentor. He loves new ideas and is always up for a challenge. Dilpreet Sardana, a mentor, is a tech wiz. He founded Truck Khoj back in 2002 before GPS systems were mainstream to help businesses track their trucks.
Besides the core team, Humsafar India also has a Corporate Marketing team, Field Marketing Executives who are foot soldiers, and Bowser crew who are like family. They also have a Tech Team, PR and Social Media team, and Fabrication Team working closely. The approximate team size of the startup is 50.
The company also has an advisory council consisting of experts from the Oil & Gas industry to guide the team in the right direction with their excellent knowledge and business acumen.
“Our work culture is very democratic. We all come from diverse backgrounds, our own set of expertise and knowledge and we respect that. With a flat structure, we all work together. There are no hierarchies here, except on paper. That’s the beauty of startups – it encourages discussions and everyone feels like they belong”, says Mayank Agarwal, founder of Humsafar India, talking about work culture.
Fuel Humsafar is a tech-based doorstep diesel delivery solution that caters to customers that require diesel for equipment that is difficult to take to a petrol pump. To this end, the company offers convenient, safe, and cost-effective solutions to cater to the needs of this industry.
Humsafar India Delivery Trucks
Apart from directly catering to diesel delivery needs, it also provides a 360-degree solution for the market itself. The startup fabricates PESO approved Bowsers to enable other partners to deliver diesel in a safe, compliant manner. Apart from loading at petrol stations, they are also authorized to pick up diesel from oil terminals directly.
Humsafar initially started with Loyalty programs for retail outlets, moved to diesel delivery services, and eventually to Bowser Fabrication services. They’re also going to be venturing into the smaller volume segment, Jerry Cans, for 20 liters deliveries of diesel.
What sets the company apart is its ability to offer end-to-end solutions:
There is already time tested Petrol pump partners, their own bowsers, and the Fuel Humsafar app, which demonstrates the solid experience in the product – the company operates in every touchpoint of the ecosystem.
75-year legacy – This assurance of trust in the quality and quantity of diesel being delivered truly sets them apart. They are an established name in the industry, and customers believe in them.
Ability to deliver diesel swiftly – The company delivers diesel within 8 hours. They’re able to achieve this with the number of partner petrol stations they have along with a large number of Bowsers available at any given time in the area of operation.
Going beyond diesel delivery, the team is actively trying to bring about a behavioral change in the procurement method. They want everyone to stop using illegal, unsafe methods and shift to legal, safe alternatives. They’re building a safe ecosystem around us by also helping other retail outlets safely transport diesel.
The company offers convenient solutions with easy-to-use technology. It makes the entire procurement process straightforward and simple so that anyone, anywhere can use it anytime.
Humsafar – Business Model
Humsafar India works on three business models –
Diesel Door Delivery Services: The startup operates via the app ‘Fuel Humsafar’, available on both, Play Store and Apple Store. It primarily delivers diesel for static or heavy machinery in the B2B segment. Its customers include Hospitals, Farmers, Hotels, Construction sites, Schools, Factories, etc.
Technology: It has various partner retail outlets who in turn, offer Diesel Door delivery service of their own. To them, the company franchise the tech platform.
Bowser Fabrication Services: Going beyond the tech platform, Humsafar India also offers Bowser Fabrication services to ensure a safer environment for the transportation of diesel. The DDD industry is all set to boom and as many as 4000-5000 retail outlets are set to offer delivery services. To this end, ensuring diesel is transported in PESO compliant bowsers is the top priority. They have successfully fabricated over 47 bowsers in the last five months of the service introduction.
As described above, there are three distinct pillars for revenue inflow:
Diesel Door Delivery: Revenue in the DDD model comes in through the delivery charges associated with the service. They are now able to convert these casual customers into captive customers. Incidentally, this is also the most profitable market segment as it is very large, they do not require bulk volumes nor do they seek discounts/credits.
Technology: Petrol pump dealers join as Vendor partners in various locations all over the country, against a franchise fee. Besides, vendor partners pay a margin for new volumes brought in by the organization using their field Marketing team.
Humsafar brand of Bowsers Fabrication
Humsafar – Name, Tagline and Logo
“Back in 2016, we ran loyalty programmes for partner retail outlets to reward cash customers who bought diesel regularly from us. This loyalty programme was called Humsafar. The programme was a success, it helped create a network of customers and build trust among them”, says Sanya Goel, Humsafar founder.
When they ventured into the Diesel Door Delivery space, they chose to continue with Humsafar as the customers were already familiar with the brand. The name Humsafar came about to convey that we are with you in your journey.
Humsafar India Logo
Breaking down the logo, Humsafar is represented by fuel and a road. The road signifies both, the journey that one undertakes and more directly, a representation of doorstep delivery. The fuel drop consists of two parts, the blue stands for loyalty and companionship, and the orange indicates energy. As a whole, it represents Fuel that is loyal, energizing and with you during your journey.
As per the FranchiseIndia.com, Humsafar India Franchising Details are as follows:
Humsafar Franchising Expansion Locations in India:
Humsafar Franchising Expansion Locations
Distribution & Franchising Details:
Investment
Range of Rs.30 Lakh – Rs.50 Lakh
Franchise/Brand fee
Rs. 2,50,000
Royalty/Commission
33%
Anticipated ROI
50%
Payback period (channel partner)
1-2 years
Dealership term
5 years
The dealership term is renewable
Training details, field assistance, expert guidance etc., will be provided
You can get exclusive territorial right to a unit franchisee
Humsafar – User Acquisition and Growth
Humsafar reported revenue of Rs 22 million (2019-20). It has delivered nearly 5.5 million litres of fuel valued at Rs 325 million during the year.
It was a challenge to get customers to order diesel via an app. It required a behavior change and the team had to be patient while they built awareness around it. With steady communication about the benefits, the emphasis on legal means of diesel procurement and the dangers of illegal procurements had a positive effect on the target audience.
Once the customers experienced the app, there was no turning back. They loved how easy and convenient it was to use it and turned into active ambassadors. It’s an absolute delight when your customers accept and value your service.
The challenge post the initial 50 customers was to partner with retail outlets to expand the footprint. It required them to take the plunge and see the benefits themselves. They also used field marketing and social media marketing tools extensively to target specific geographic areas to build awareness and encourage trial.
The company is currently active in 12 states across the country including Delhi, Haryana, Punjab, and Rajasthan to name a few. They have fabricated over 47 bowsers in a short period of time and hope to expand their footprints to other areas soon.
Humsafar – Startup Challenges
The company’s biggest challenges have been the following –
To educate customers about the availability of safe, legal alternatives to diesel delivery services.
To remain competitively priced (they sell at MRP only).
To address these challenges, the team began actively communicating to customers about the benefits and convenience of shifting to legal, safe diesel delivery solutions and price-wise, they acquired customers in large numbers so that they can work on the economies of scale.
It is a bootstrapped startup. They might look for investments at a later stage when they achieve the scale they’ve set out to get.
Humsafar – Competitors
The market is relatively new. There are about seven to eight startups in different parts of the country in the space. Some of their competitors in the market are Repos, a Pune-based startup, and MyPetrolPump, a Bangalore-based startup. They’re doing very well in their respective markets.
Humsafar – Awards
The startups has been covered by India Today in their Coffee Table book for “Entrepreneurs under 30” for an organisation using tech in last-mile solutions, enabling accessibility to basic facilities.
Humsafar – Future Plans
The team has exciting plans for the future. At a macro level, they want to sustain the economies around work. They want to be among the top 3 diesel door delivery companies and lead the market evolution. They also want to work on the ‘last-mile delivery’ as a core capability and look outside of diesel deliveries too.
The company’s immediate plans include –
Onboarding more partner petrol stations to widen the area of operations
Expand services to other major cities
Work on franchise models of the business
Tap into new customer segments in a cost-effective manner
Continue to bring in cutting-edge technology into Bowser Fabrication and innovate across segments.
Sanya’s advice to the readers – “Have faith and most importantly, be patient. Don’t be in a mad rush for success. Begin by building brick by brick, perfecting your method as you go. Pursue excellence and growth will follow”.
Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by the organization it is based on.
Workouts are for adults, kids need to play. So, Kleinetics applied the rules of entertainment to make every session interesting. They took everyday games and added physical aspects to them, measuring the kids periodically, assigning a simple-to-understand score, to gauge the progress.
Kleinetics was founded in the year 2016 by Dr. Tejal Kanwar, and so far this Mumbai-based start-up has made its presence in 100+ localities. This includes residential complexes, academies/gymkhanas, and schools in the city.
Kleinetics aims to bring a quantifiable change in fitness levels of children. It is designed to offer an engaging fitness and athletics training program for children that combines certain aspects of game-play and cutting-edge global practices of functional fitness.
Kleinetics focus on Fun+Functional sessions, gamification, and quantification, customized for small groups. They also offer therapy for special needs kids that helps them overcome physical limitations, expand the range of joint motion and enhance muscle tone, increase recreational capabilities, and foster independence with the help of highly trained coaches.
Kleinetics is offering a FUN fitness program for children and adults. The regime offered by Kleinetics ascertains 100% coverage of key fitness areas including power, agility, cardio, and endurance and ensures that children perceive it as ‘play’, rather than ‘work’. Besides, the service deploys Fitness Scores, pioneer analytical software, which tracks physical progress over the four-month course of the training program.
The fitness activities combine memory, problem-solving, and attention and focus enhancing programs that enrich and improve children in terms of team building, self-confidence, social esteem, social skills and ability to deal with stress. How they differ from the rest is that the coaches are sports athletes, achievers in their games, who coach at Kleinetics to support themselves as they build their sports careers. This means they bring passion and playfulness along with the structured program in which they get trained by the chief coach and medical experts
Kleinetics – Founders and Team
Dr. Tejal Kanwar, Prashant Sardesai, and Saurabh Kanwar co-founded Kleinetics.
Dr. Tejal Kanwar | Founder, CEO – Kleinetics
Dr. Tejal Kanwar is the Co-Founder and CEO of Kleinetics. She has 18 years of medical and surgical practice as an Obstetrics & Gynaecologist and is a specialist in adolescent and lifestyle-related conditions.
Prashant Sardesai has 20 years of experience in content development. He is a serial entrepreneur and manages business strategy & Operationalisation and quality control of Kleinetics.
Saurabh Kanwar has been for 21 years in brand marketing. He is also the founder of leading digital content marketing firm – Flarepath. He handles product planning & customer experience in the startup.
Romal Sharma – Winner of various fitness competitions.
At Kleinetics, the smooth functioning and premium quality of the services is ensured by a team of certified trainers, who have been through 75 hours of core certification, apprenticeships, skills in sports, fitness coaching and physiotherapy. This includes 25 hours of classroom training and the most essential is the on-ground training.
The motive is to help as many women become financially independent and socially secure. Currently, the full-time staff is all women and there are plenty of female coaches working as consultants with them! Kleinetics believe that we need to get our girls more confident to be able to have more Sanias, Sindhus, Sakshis and Marys, Mithalis and Manikas.
Kleinetics – How it started?
Dr. Tejal Kanwar was always keen to contribute to the development of children. She observed how Indian children were lacking fitness and consequently becoming prone to diseases, and felt the urge to develop something that would bridge the gap. To answer why it leaped into Entrepreneurship, Dr. Tejal Kanwar realized the gap between the need for fitness and the actual physical activities performed by children.
As a practicing surgeon and a gynecologist specializing in adolescent health and PCOS for over 18 years, she wanted to place physical fitness alongside reading, writing and arithmetic and urge children to be physically literate through fun games and learning. This made her shape up the idea of Kleinetics that would bring a quantifiable difference in children’s fitness through its regime of activities.
As the idea struck her, she developed this unique program that positioned fitness alongside education, aiming to raise it to a form of literacy. Initially, the program was piloted as a community project, for children and adults alike. The first kids’ class was launched in Tejal’s complex with the help of fitness experts, which got diversified into premium Mumbai residential complexes in the early days. Success followed soon after and various schools have lapped up the ‘Make in India’ product and there’s no looking back.
The word Kleinetics comes from compounding ‘kinetic’ that is the study of motion. And the German word ‘Kleine’ means little/small. The motive is to evoke an engineered system that is built on doing small things for little people, with big outcomes.
Kleinetics Logo
Kleinetics – Startup Launch
Kleinetics aims at building kids into confident individuals on the playground so that they could hit the ball harder, endure hours of play, accept a loss and get back on their feet, be team players, and learn to manage their time balancing sports and academics.
The methodology they were using was first-of-a-kind, there was no marketing. The program was a big hit and the word spread that the children are enjoying this activity. Moms were their biggest ambassadors.
Kleinetics – Business Model and Revenue Model
Kleinetics applied human-centered-design principles to the go-to-market, and it was evident that they would be able to sell the idea only if the class was in school or near the home since parents preferred not to travel. Kids gained in group dynamics and social gains.
The business model commenced with a slow, steady approach, without any marketing. Moms were the biggest ambassadors. Even if one child liked a demo, the mother would pass the word around helping generate warm leads. Kleinetics is a self-funded start-up, it strives to rely on one of the most direct ways of generating revenue.
The major challenge faced by Dr. Tejal Kanwar, Founder and CEO of Kleinetics was that her husband too was in an early-stage start-up. Most noteworthy, they were stretching resources and risking stability. But all doubts dissipated as everyone – her in-laws– were very supportive and encouraged her to take the plunge.
The early days were a blur, with no office. She worked from home, having equipment in the car. The team became her extended family. Interviews, several coffees, excel sheets, prop training, brainstorming new ideas, small victories, chief coach cooking lunch for the team, dousing daily fires, farewells and lots of problem-solving happened in her home.
Every single morning with her husband, the coffee ritual for 4 years has been to talk about work, where she picks his brains, argues and solves problems. Sometimes the discussions spill over to dinner, and the kids will politely ask them to shut up.
Probably the lowest point came early. They always knew that schools would provide for maximum impact and a larger number of receptive kids. Excitedly she went in for the first appointment as the principal was receptive, saying their academically-oriented kids would benefit.
The frustration started when they were handed over to the PT teacher. The portly gentleman blocked them saying they were no match for him. He yelled at them till they were out of the gate. The very person who should have resonated with their message the most was the most threatened. Subsequently with the blessings of encouraging parents in school PTA’s who evangelized their cause, helped get buy-in from the PT faculty.
Kleinetics – Competitors
A few market competitors with Kleinetics include Crossfit for kids (international) and Cult fit is the inspiration.
Kleinetics – Funding and Investors
Kleinetics is a fully-owned business by Dr. Tejal Kanwar. It is Bootstrapped currently.
Kleinetics – Advisors and Mentors
With the help of Mohit Sahni, an experimental beta project was put into motion in the neighborhood. Dr. Tejal Kanwar, Founder-CEO of Kleintics, used her wisdom in medical networks to help shape the product.
In the meantime, Saurabh Kanwar and Prashant Sardesai brought in a lot of their start-up experience, helping to avoid the pitfalls, set up the brand, content and business models.
Kleinetics – Social Responsibility
Kleinetics is a bootstrapped venture, which believes that the profitably of a business to grow is just not based on acquisitions and merger. But they should also be measured by the social problems that they solve apart from just profitability. They take pride in flourishing with a good team of hardworking women.
5 national-level female athletes are a core team member. The motive is to help as many women to become financially independent and socially secure. This world-class pure ‘Make in India’ product runs on the shoulders of strong women.
Kleinetics – Growth
Kleinetics has done well to grow its branch. It has imparted over 80,000 ‘Kids Hours’ of Training. It has 70 centers. Kleinetics has a renewal rate of more than 95%. Currently, Kleinetics offers its services in 100+ localities which include residential complexes, academies/gymkhanas, and schools in Mumbai.
Monthly 90% full attendance records in their training programs make it evident that the children are finding the course engaging and enjoyable enough. The performance lifts of the attendees have reached up to 88%, as reflected by the analytical software Fitness Scores, which tracks physical progress over four months of training.
Kleinetics – Awards and Recognition
Kleinetics’ training programs have received Media Recognition from top news portals, such as Afternoon Despatch and Courier, Mumbai Mirror, Financial Express, India Today. It has also received various recognition:
Recognized by Outlook Business WOW.
Best new idea Start-up by YourStory.
National Winner in the category of ‘Best physical education and sports education program’ by Indian education awards 2020 10th edition in Bangalore.
Chosen in TIECON 2020 as a unique startup for a pitch session. And the venture catalysts group chose Kleinetics for a unique session in March.
Recognized as a partner with Juniorthon, the largest marathon for kids, having trained 5000 kids in fitness for the event for the last 3 years.
A core team member of experts committed towards physical literacy initiatives in India founded by ELMS Hyderabad.
Written articles for children’s newspaper ‘Robinage’.
Received the Billennium Diva Fund Award.
Kleinetics is constantly recognized for its Community Services – Trained underprivileged girls’ kabaddi team and transformed them into assertive players. Some of them ended up being hired as Assistant Trainers.
The most rewarding moment for this venture came after a demo at a school for students with learning disabilities. The school invited them to experiment for their play therapy and helped them customize the program. They saw tremendous results, and it is still one of the most satisfying centers for them, because of the joy it brings the kids.
Kleinetics – Future Plans
In the next five years, Kleinetics aims to be physically present in all the metropolitan cities, Tier II regions across the country. The company is looking forward to deploying the cutting-edge technology. To sum up, they envision to achieve visibility in terms of Kleinetics Klan Fitness Arcades in every single locality.
It envisions servicing the metropolitan cities as well as the Tier II regions across the country within the next 7 years. The long-term goal for Kleinetics is to bring a quantifiable difference in children’s fitness.
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With increasing income and ease of accessibility to health-related information, Indians are now more health conscious than ever. From pursuing a gluten free diet to going vegan, there’s no shortage of trends followed in the name of fitness. This has caused people to favor organic foods over the traditional alternatives. This in turn has given rise to the Concept of Microgreens. Learn and Read more about the Microgreens Business in India, Farm2Fam – A Microgreen Startup and its company profile.
Microgreens are the first leaves that grow from the seeds of herbs, vegetables, or flowers. They are harvested within 14 days of seed germination. Micro-greens are found to be 40 times more nutrition than mature vegetables.
Observing the benefits of micro-greens and their rising demand, Keya Salot left her career in law and started ‘Farm2Fam’, a startup that offers live microgreens straight to one’s doorstep.
Farm2Fam is a Mumbai based startup which grows microgreens; these are free from pesticides, herbicides, and chemicals and delivered straight to the customer’s doorstep. Farm2Fam was founded in January 2019.
Farm2Fam aims to create awareness about the capacity of the human body to heal itself with natural nutrition. We intend to use technology in combination with traditional Indian agricultural methods to grow niche nutritional products.
Farm2Fam – Microgreens Industry
The microgreens industry is at a nascent stage at present since the mass isn’t that aware of microgreens, their usage and benefits yet. The exposure to microgreens is currently restricted to the USA and Europe with its fad slowly catching up across the globe.
Research by the University Of Maryland College Of Agriculture and Natural Resources (AGNR) and the United States Department of Agriculture (USDA), corroborates the fact that microgreens have more nutritional value than their mature counterparts.
There has been an increased focus on natural nutrition in recent times. Modern lifestyle has led to an influx of diseases like cancer, diabetes, blood pressure, thyroid, migraines, sinuses, etc. The size of the microgreens industry is bound to grow exponentially keeping this in mind. Microgreens often take center stage in a gourmet recipe and are added for flavor and presentation. However, microgreens are little gems loaded with nutrients such as beta-carotene, multi-vitamins, and lutein. The demand for microgreens will also lead to a drastic increase in urban farming.
Keya Salot is a law graduate from Government Law College, Mumbai. She worked with reputed farms prior to starting Farm2Fam. She always desired to be an entrepreneur and chose to study law for understanding entrepreneurship from a third perspective before taking it up permanently. As the founder, she likes to call herself as a sustainable urban farmer
Sustainable urban agriculture always interested Keya and was imperative for the ideation of Farm2Fam.
As they say, you cannot take entrepreneurship out of a Gujarati. I think being an entrepreneur comes very naturally to me. Once I was certain about working in sustainable urban agriculture, I quit my job in the legal profession and undertook this full-time.
Farm2Fam – How It Began
Keya is a vivid reader. She followed a few write-ups on sustainable urban agriculture, finding it exciting. With more studies on the topic over time, she realized that the ongoing climatic deterioration and never changing human habits will result in a world where people would have monetary resources but no food and water.
Sustainable urban agriculture can help the urban lot get access to fresher and healthier food. Therefore, she started working on sustainable urban agriculture as her preferred domain. Keya collaborated with several industry experts to set up a system, the synergy between Indian agricultural practices and the technology behind insulation and automation. Keya finally chose live microgreens as the product to launch for the following reasons:
Live microgreens are the perfect blend of taste and nutrition as they have up to 40 times more nutrition than the vegetables that we eat.
They enable people to eat food as fresh as possible.
Microgreens take us close to nature as it requires plucking them from the medium (shrubs, herbs, etc.) before consumption.
Farm2Fam – Name, Tagline, And Logo
Farm2Fam Logo
The name Farm2Fam exudes the company’s motto to deliver fresh food straight from the farm to households.
We need our products to be available in every household so that people do not suffer from lack of micro-nutrients. We would like to provide fresh produce locally, as it is very important to eat free from pesticides healthy food by using sustainable methods of agriculture.
Farm2Fam’s tagline is ‘Eat Local, Think Global’.
As Farm2Fam’s business is based on urban farming and agriculture, the logo comprises a green background.
Farm2Fam – Products
Farm2Fam introduced fresh and nutritious live microgreens to Mumbai and brought the vegetable confetti rationale from the west. The microgreens produced by Farm2Fam is an exceptional blend of traditional Indian agriculture methods and the latest technology in insulation and automation. Farm2Fam uses certified organic soil-less potting mixture that is specially formulated for early stages of plant growth.
Loaded with nutrition, Farm2Fam offers 40 exotic flavors that include: Swiss chard, Alfalfa, Nasturtium, Purple Kohlrabi, Sango Radish, and Sunflower to name a few.
We provide extremely fresh and niche products, grown in the city, to every doorstep and restaurant in Mumbai and we focus on improving the health of the end users.
Some major USPs of Farm2Fam products are:
No GMOs
No pesticides
No herbicides
No chemicals
Grown in an insulated environment
Microgreens are delivered at the customer’s doorstep live and fresh.
Wheatgrass and barley grass – 2 trays a week for Rs.2000.
For restaurants and hotels, Farm2Fam offers microgreens starting from INR 180-400.
Farm2Fam – User Acquisition
Farm2Fam successfully devised several samples and experiments for 12 months before launch. The nutritional values that the company provides through its live microgreens has attracted and retained customers. Today, the company has several customers who have subscribed to its services.
Farm2Fam tied up with ‘Illuminati’, a restaurant-cum-bar in Bandra Kurla Complex, for live micro-table tops. The experience with the end consumers was so good that the orders were doubled within two weeks.
Farm2Fam also showcased its products at Luke Coutinho’s Farmer Market. This helped Farm2Fam step up its awareness amongst people about its brand and products.
We showcased our distinct products like Kale Microgreens, Pink Radish Microgreens, Arugula Microgreens, Broccoli Microgreens, Cress Microgreens and spread the awareness of innovative, nutritious and healthy cooking. Our products have reached beyond medicine and the footfall was 2000+ people. Similar events will help us reach our end consumers directly.
Farm2Fam – Startup Challenges
With no expertise in agricultural/nutritional background, venturing into the field of agriculture combined with nutrition was a major hurdle for the Farm2Fam team as told by Keya. It took lots of effort and yearlong research to overcome this challenge.
Moreover, unstable weather conditions hampered the Farm2Fam team while developing an insulated environment for farming. Sourcing the right seeds and medium for growth was another problem. The Farm2Fam team had to undergo many trials and errors in selecting the right kind of seeds for the final products.
Farm2Fam – Competitors
Currently, Farm2Fam has no significant competition.
The idea of microgreens is new to Indians. There are negligible players in India who grow microgreens and provide them to end users and the hospitality industry; the case being that most of the restaurants in Mumbai get their microgreens from Bangalore. In addition, most of the players in Bangalore use hydroponics or plant pads as a medium of growth which requires the addition of organic chemicals/nutrition to the micros.
Farm2Fam is unique in its belief that plants should be given nutrition naturally. It grows the micros in a potting medium made using around 40+ ingredients such as coco peat, vermicompost, neem powder, etc.
Farm2Fam – Growth
Farm2Fam began in January 2019. In a short time span, the company has achieved and retained many customers and clients by providing high nutritional value microgreens. Farm2Fam’s products were tried and liked by famous health coach Luke Coutinho, anti-aging specialist Dr. Aalika Shah, leading cosmetologist Dr. Sonali Kohli, and many leading restaurants.
The company has also partnered with reputed restaurants like Taj Land’s End, ITC, Four Seasons, Out of the Blue, Sofitel, Foodhall Cookery Studio, and Punjab Grill.
Our achievements are in terms of the responses we receive. Several of our consumers have gotten rid of their migraines, sinuses, etc. by using our products regularly. Also, we count our orders being doubled with restaurants as quite an achievement.
In 2020, Farm2Fam sees itself in every household with a target of 300+ consumers every month and catering to around 100 restaurants. Over the next 5 years, it intends to launch new products like blueberries, raspberries, live saffron, etc. Farm2Fam will soon be partnering with marquee brands such as Pizza Express, Bay route, and White Charcoal.
“I have learned most things from the people around me. My husband and my parents are my role models. Renowned chefs always inspired me and their advice were a great help in flourishing our business. Consumers are the real mentors for us, as their responses play a major role and push us to produce variant products” – Keya Salot, Founder Farm2Fam
Farm2Fam /Microgreens – FAQs
What are the Health benefits of Microgreens?
Microgreens are Rich in nutrients, which can help in preventing a range of diseases, managing weight & boosting both mental and physical health and well-being. The Antioxidants Content help the body eliminate unstable waste molecules known as free radicals
Who is the Founder of Farm2Fam?
Keya Salot is the Founder of Farm2Fam, a startup that offers live microgreens straight to one’s doorstep.
What are the Healthiest Microgreens?
Pea Shoots, Radish Sprouts, Sunflower Shoot, Wheatgrass, Basil shoots etc., are some of the healthiest microgreens. Researchers also found that microgreens like red cabbage, cilantro, and radish contain up to 40 times higher levels of vital nutrients than their mature counterparts.
What are Microgreens?
Microgreens are the first leaves that grow from the seeds of herbs, vegetables, or flowers. They are harvested within 14 days of seed germination. Micro-greens are found to be 40 times more nutrition than mature vegetables.
As we all know India is a place for Art and Culture, but if you look at the current situation, most of the people here are losing their hobby or passion and young people are not getting the opportunity to make their hobby in the profession. But there is a market place which is big enough to purchase the artworks from them.
Here comes Amar Canvas with a vision to create a bridge between the artist and the buyer globally. Amar Canvas was launched by Mr. Rahul Basak & Mr. Amit Kumar Mahishya Das in 2018. Read more about Amar Canvas company profile, founders, growth, funding, and future plans.
Amar Canvas takes sign-ups on its website by the artists and after the documentation and verification, it allows the artists to upload their product pictures. And after the second round of verification, it allows the product to be in the product list for the buyers to buy. The great part here is that this platform provides 100% profit to the demand of an artist.
“In this way, we believe people will create more art because they can as well earn from it and not only that, they don’t have to choose any other profession apart from their hobby.”, said Rahul Basak, founder of Amar Canvas.
Amar Canvas – Target Market Size
The market is definitely a big one if one calculates including the hospitality industry of India. On the contrary, Amar Canvas is focusing more on the Interior designing industry which includes interior designing of houses and offices.
Founders of Amar Canvas and team
Amar Canvas was founded by Mr. Rahul Basak and Mr. Amit Kumar Mahishya Das in 2018.
Mr. Rahul Basak and Mr. Amit Kumar Mahishya Das
Rahul Basak is the Co-founder and CEO of Amar Canvas, and Chief Editor of “My Canvas Talk”. He is also the director of ADRB ART Private Limited. Apart from these Mr. Basak is a documentary photographer, the projects done by him were featured in MTV NESCAFE LAB. He is also one of the Indians to hold Adobe’s Behance Coin. He is currently working on his first book.
Amit Kumar Mahishya Das is the Co-founder and COO – Amit is an experienced director with a demonstrated history of working in the information technology and services industry. He is skilled in Customer Service, Strategic Planning, Business Development, Strategy, and Team Building. He graduated from Techno India, Salt Lake.
The team strength currently at Amar Canvas is 10 people.
All of this started when Mr. Basak visited Hong Kong, and being an artist himself he noticed the gap of the market. When he was studying engineering, whenever he talked about making his art as a profession, there was no scope available at the time.
While returning to India, he talked to his close friend Mr. Das, (now the co-founder) about this. And after that within a day, they arrived at the mission of creating a company to help the young artist and everyone who is seeking the market. After this day, there was no turning back and as of today, these co-founders have started their second company as well which is My Canvas Talk.
Amar Canvas – Name, Tagline, and Logo
The main perspective of creating or coming up with the name was, the co-founder duo wanted to make an international service but keeping in mind that it originated from Kolkata, they used a Bengali word called “Amar” which means your own and the second part is the most famous word among the artists all around the world “Canvas”. So all in all, it means “A canvas of your own.”
“The day when we launched the company we already had close to 20k+ followers on our online portals. And we did one of Eastern India’s biggest startup launch press conferences at Kolkata Press Club in front of 60+ journalists. Most of the things we did were via social media as well via collaboration with My Canvas Talk.”, added Rahul Basak, Co-founder of Amar Canvas.
Amar Canvas Launch
Amar Canvas – Startup Challenges
The most challenging part for Amar Canvas and the team was believing in things when they were not even real.
“We crashed so many times and I believe as a friend to me, Amit was always the biggest support, that helped us to grow. So, trust me, your co-founder matters the most.”, added Rahul Basak, owner of Amar Canvas.
This venture is growing regularly. Soon, all the products will be available according to the global region in dollars or euros. And not only this soon they will start taking the artist registration from different countries as well.
Amar Canvas – Awards
The awards and recognitions backed by Amar Canvas are:
“The Best Organization Facilitating Artists” By Indian Women And Youth Skills Foundation
Amar Canvas won the title “Best Social Impact Startup” from all over INDIA by The Indian Awards
“The 10 Most Promising Startup of The Year 2019-20 in India” by The Intellectual Indian
Amar Canvas – Future Plans
Amar Canvas is now working towards taking the artist registration from different countries.
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All of us at different times have gone through the struggle of finding the right courses online. Either we get mixed results or the paid advertisements take over the real organic results and we end up in a mess. To create an effective solution to this problem, Mr. Keyul Shah launched Coursesity in 2017.
Coursesity is a search engine to discover the best online courses and tutorials available on the internet. Coursesity aggregates online courses from different education providers and E – learning platforms and categorizes them. Coursesity makes it easy for learners to find and compare different courses for their next learning.
Coursesity as a platform makes it easy for the students to correctly locate the courses they want to study. This is how it works. Coursesity lists all the courses available on different online learning platforms and MOOCs in one place and categorizes them based on topic, price, ratings, and reviews. For users, it is a one-stop solution where they can search and compare the courses on the various subjects they want to learn. This saves a lot of time for users. Users don’t need to waste time visiting each eLearning or MOOCs sites and then look for the course.
Coursesity Website Image
Initially, it started as a search engine for only programming courses, but over time they made a little pivot and expanded to different categories including design courses, marketing courses, business courses and so on.
Coursesity – USPs and Innovation
Coursesity empowers students and learners to achieve their career goals by learning new skills.
Some USPs of Catalyst Group are:
It lets the users discover free and the best online courses across 200 different subjects including programming, design, marketing, business, personal development and so on.
It records & tracks the progress of the courses they are taking online.
It connects the users with other learners at the same level to get help in learning.
E-learning is estimated to be a $325 billion market by 2025. So ideally the opportunity for a successful edtech startup is huge. Globally, $107 billion is spent on online education. In addition to this, the market size of coding boot camp is estimated to be $260 million. In India, with major players like Unacademy, Byju’s, Gradeup, Toppr, and Vedantu, the online education market is estimated to grow at a CAGR of over 20% during the forecast period.
In recent years, the online education industry has already seen some large acquisitions like LinkedIn acquired Lynda for $1.5 billion, and General Assembly, the largest coding Bootcamp, was acquired for $412 million.
Coursesity – Founder and team
Coursesity is founded by Mr. Keyul Shah.
Keyul is a serial maker and software engineer. Before launching Coursesity, he has launched many products including Bot Stash, Entry Level Jobs, an android app, messenger chatbot and so on. He has graduated with a Master’s degree in Computer Science from Arizona State University, USA.
How was Coursesity Started
Three years back, Keyul was preparing for the software engineer interview. That time, he looked for online courses that could help him to revise the technical concepts and technologies.
In this process, I realized that I had to spend more time looking for right courses on various e Learning platforms instead of spending time on actual learning – says Keyul.
This experience resulted in him collecting all free programming courses from different e-learning sites and categorizing them based on the programming languages, frameworks, and tools. After collecting, he uploaded the list on GitHub and shared it on Reddit. It became an instant hit on Reddit. Different blogs & sites copied the list and posted it on their sites. Around 17,000 courses were visited in just four days from that list. And this validated the potential of the idea.
Coursesity Featured Courses
Post validating, he started brainstorming the features that need to be on the first MVP. The site aimed to keep it simple and easy for users to find programming courses. It took six weeks to build the first working version of the site.
The name “Coursesity” reflects the vision of the company. It’s simple! Course + University = Coursesity – A university of online learning.
Coursesity Logo
Coursesity – Startup Launch
After creating the first MVP of the site, the next step was to launch the first version to the public. Keyul posted the site on Product Hunt. It became the “number 1” product of the day on ProductHunt. In three days, 10,000 people visited the site just through Product Hunt.
The Product Hunt launch helped the Coursesity team to get the word out. When the word got out, a few technology press & blogs also wrote about the Coursesity launch. To diversify the audience base, they started a campaign that focused on a niche market. Reddit and Facebook groups are the best places to reach out to the niche audience. They have also started a publication on Medium for programmers.
Coursesity – Business Model and Revenue Model
Coursesity is currently working on two business models. These are the advertisement model and revenue sharing model.
Coursesity – Startup Challenges
As an entrepreneur, one always wants to ship the product with all the features but it takes so much time to build everything and there’s no definite way to know which features will the consumer use. So the idea of Coursesity was to focus on the features that solve the actual pain points of the audience. Build those essential features first and launch the product.
Never wait for your product to be perfect. Always measure the usage of the various features and keep iterating the product over the period. Set one metric and focus on how to grow it. This is an important trick that we learned when we were part of 10 weeks YCombinator backed Startup School – says the founder of Coursesity.
Coursesity – Competitors
Coursesity is a search engine to look for courses on all subjects and categories. While other platforms like Educart, Simplilearn, Dexler Education, etc are just focused on one or two categories, Coursesity is well diversified into all the categories. Coursesity also empowers learners to do more things in their online learning.
Coursesity – Funding and Investors
Coursesity is bootstrapped from day one. But it’s looking forward to raising funds from the right investors to expand the platform.
Coursesity – Advisors and Mentors
Coursesity team is learning from Combinator’s startup school and the Launch podcast.
Coursesity has more than 5,000 courses listed across 200 different subjects. And approximately 30,000 courses are viewed by users every month on the site.
India is the world’s largest producer of fruits and vegetables, with barely 10% penetration into the food processing industry. Thus, resulting in a lot of wastage of the fresh produce every single year. Besides, the farmers also struggle to get reasonable prices for their produce. Many times, due to lack of visibility and access to the right market, they either have to sell their produce at throwaway prices or simply just let it rot in the open. Hence, there is need for more and more startups venturing into the food processing sector.
Hyderabad based Zilli’s (formerly Kitchen D’lite) is a startup that has made a move in this direction. The startup is manufacturing dehydrated vegetable powders, thus not only reducing waste of vegetables by increasing its shelf life, but also making cooking easy and dishes interesting.
Zilli’s (formerly Kitchen D’lite) is a Hyderabad based startup that is into the food processing sector. The company deals in dehydrated vegetable powders and blends. Their products are made using fresh vegetables while ensuring that all the goodness of fresh vegetables remains intact. These products can be used in everyday cooking as a direct replacement for fresh vegetables.
Onion and garlic are staple ingredients in almost every recipe. But, peeling and chopping of onion and garlic could be a tiresome and time-consuming process. Lest, the onion tears, and the smelly hands. Similar is the case for all other vegetables. In addition, with the change in lifestyle and the busy schedules, there is a dire need for solutions that make cooking faster while also taking care of the health requirements. Zilli’s dehydrated powders attempt to make cooking easier and faster for the Indian homes. These products are especially very useful when making curries, gravies, soups, dips, frying batters, in baking, smoothies, and juices.
Zilli’s has collaborated with manufacturers who get their supply of raw materials directly from the farmers, thus eliminating the middlemen in the supply chain. This in turn empowers the farmers to get access to the end market and demand competitive prices for their produce.
Zilli’s vegetable powders can be used in varied ways–
Bake into loaves of bread and vegetables
Blend into sauces, green juices and smoothies
Shake them into vegetable juices, and salad dressings
Sprinkle onto salads, eggs, roasted vegetables, pasta etc
Stir into dips, soups, sauces, curries, gravies, casseroles, and stews
The products Zilli’s Offers are-
Garlic Powder
Red onion Powder
Tomato Powder
Ginger Powder
Green Chilly Powder
Tamarind Powder
Zilli’s also has two blends in its product catalog –
1. Kolkata Jhal Muri (Murmura/Puffed Rice) Masala– Jhal Muri is a staple snack in the eastern part of the country, specifically in West Bengal. It’s murmura/puffed rice with chopped onions, green chilies, coriander leaves, coconut, peanuts mixed in a very small quantity of mustard oil, and blended with the goodness of spices which makes it a very tasty and healthy snack.
2. Lemon Tea Masala– This Blend was launched with the idea to give that instant energy boost and freshness to ones’ body and mind. All you have to do is add a teaspoon of this masala to your freshly brewed tea (sugar/honey optional), and the tangy, salty lemon tea is ready to give that instant dose of energy.
The USPs of Zilli’s are:
100% Natural
100% Pure
Vegan
No Preservatives
No added flavors
Gluten-Free
Shelf life of 12 to 18 months
Premium Export Quality
Ready-to-use
We have never compromised on the quality of our products and our packaging, and that showed in the positive feedback that we were receiving from our customers.
The global market for dehydrated vegetables registered the revenue worth US$ 54,241.9M in 2017, which is likely to exceed US$ 90,636.0M by the end of 2028.
Future Market Insights expects the dehydrated vegetable market to observe stable growth at a promising CAGR of 4.8% over the 10-year assessment period, 2018-2028. While dehydrated vegetables within developed regions such as North America and Europe have been consistently registering significant consumption volumes, those within the emerging economies have moderate growth. However, the forecast period is expected to experience attractive growth rates in the case of developing countries due to growing awareness among consumers and increasing demand for dehydrated vegetables from households.
There has been a drastic change in lifestyle, and people are becoming busier than ever. They are consistently looking for options that save their time and makes their life easier while not compromising on their health. In a scenario like this, there is immense potential for Zilli’s products. We want to tap on this opportunity and make our brand a household name – says Anubhav
Founders of Kitchen D’lite and team
Anubhav Bhatnagar is the Founder of Kitchen D’lite. He is an XLRI alumnus and a first-generation entrepreneur with 6+ years of experience in Business Development. Like every other freshly graduated IT engineer, he started his career as a Software Engineer with Virtusa Consultancy Services Pvt Ltd. But that never gave him any satisfaction; hence, he started selling Lassi part-time. With learnings from his lassi shop, he started his new venture Sweetfrost.in with his friend that dealt in online delivery of cakes and gifts in Hyderabad and in 6 months of time, expanded his venture to cities of Bhopal, Delhi, Noida, Gurgaon, and Indore.
Realizing that scalability and profitability was an issue and both the partners being involved only part-time, he moved out of this to start something full-time. Being the experimental entrepreneur that he was, he ventured into SMSGrid.com that provided Bulk SMS and Digital Marketing services to customers. The start-up was growing aggressively, but the fall-out between the partners caused his exit. With little savings that he was left with, he started Kitchen D’lite in the summer of May 2018, and there has been no looking back ever since.
How was Kitchen D’lite Started
The idea for Kitchen D’lite got initiated right from Anubhav’s kitchen. While Anubhav loved cooking, he found the process of chopping onions and peeling garlic quite boring and time consuming.
I love cooking and often cook at home. One such day I was making lunch for my wife and me, I was preparing a curry which required a good quantity of onions and garlic. Now while onions and garlic add a lot of flavor to the curries and like a lot of homes, these are the two staple ingredients in my kitchen; but the process of chopping onions and peeling garlic is not a very pleasant experience.
Anubhav got curious to understand if such an experience is unique to his own self or if its an everyone’s problem. Initially, Anubhav spoke to people immediately next to him- his wife, mother, mother-in-law, and a couple of his friends to understand their experiences in the kitchen. As he realized that all of them had a similar experience, Anubhav started researching over the internet on possible solutions. One of the alternatives available in the market is garlic and onion paste by numerous brands. However, there is extensive use of preservatives in these products to increase their shelf life. This adulteration makes these products an unsustainable idea in the increasingly health-conscious society.
Anubhav further delved into the research, and finally, he came across food processing that keeps the natural essence of the products intact with no use of preservatives. With further studies, he acquainted himself with the concept of dehydration of food products and its innumerable benefits.
Anubhav to better understand the concept of dehydration of food, started experimenting at home using a microwave oven. Though he had multiple failed attempts, finally, he was able to successfully dehydrate garlic and onion and powder them. On trying them on his home cooked curries, Anubhav found that the results were amazing and the curries tasted even better with the powdered garlic and onion.
The first persons to validate the product were Anubhav’s own family members. Anubhav sent home-made samples to his parents, in-laws, and friends, and the feedback was positive! This made Anubhav to formally initiate the journey of Kitchen D’lite. The initial products offered by Kitchen D’lite were red onion powder and garlic powder.
The company has kept the name simple and easy to remember. As Anubhav narrates,
With our product category of dehydrated vegetable powders being relatively new in the market, we were sure that we did not want any fancy name or tagline for our brand. We wanted a simple name and tagline that would be easy to read and spell would immediately connect with the customers and would talk about the usability of our products.
Kitchen D’lite Logo
Zilli’s(formerly Kitchen D’lite) tagline is ‘Makes Cooking Easier’
Having such a simple name and tagline has helped Kitchen D’lite immensely as the customers could immediately connect the brand name with their own lives.
Kitchen D’lite – Business Model and Revenue Model
Zilli’s follows a simple B2C model of business. Initially, when Kitchen D’lite launched its products in the month of August 2018 on Amazon India with a minimal investment of Rs. 30,000, they sold barely 20 units in the first month of launch. But they scaled up gradually and steadily to selling 1500 units within six months of launch. Kitchen D’lite’s products have been ranked as Best Sellers in their category ever since. In addition to Amazon India, its products are also sold on Flipkart.com, Qtrove.com, and Kitchendlite.com
Currently, 70 percent of Kitchen D’lite revenue comes from selling its products on the e-commerce platforms. Twenty-five percent of the revenue comes from export, where they provide services like bulk export and private labeling. The remaining 5 percent comes from bulk purchases in national B2B like food startups, hotels, and restaurants. Moreover, the startup also displays its products in B2C exhibitions across India, which gives them a platform to interact and sell its products directly to the customers.
Kitchen D’lite – User Acquisition
As Kitchen D’lite is a startup venturing into a relatively new market of dehydrated vegetable powders, it was essential for the company to educate the customers of the benefits of using such products; besides popularizing its product in the market.
For intense and influential marketing Kitchen D’lite has used platforms like Facebook and Instagram Ads, Digital Marketing and Google Adwords. Influential marketing worked best for Kitchen D’lite. The company has associated with food bloggers and home chefs who would try various recipes using its products and provide feedback to their followers. This route provided the required credibility to Kitchen D’lite products in the market and increased its reach among the customers.
Prior to launching the services on Amazon India, Kitchen D’lite started by selling its products on its Facebook page, WhatsApp, and its website. The company has got its first order through their Facebook page. Once the company moved onto e-commerce websites like Amazon India, there has been looking back ever since. Kitchen D’lite acquired its initial customers within two months of launch. The company is operating on a lean model and its focus is to acquire customers organically.
Since we started our venture on a lean model, we were more focused on growing our customer base organically. We started receiving some 10 percent of our orders organically. We spend around Rs. 10,000 – Rs. 12,000 to acquire the first 100 customers as we were targeting low cost but effective marketing tools. It gives me immense pride to mention that today, almost 30 percent of our orders come from repeat customers. – quoted Anubhav
Kitchen D’lite – Startup Challenges
As Kitchen D’lite is venturing into a relatively new concept of dehydrated vegetable powders, the major challenge was to educate the prospective customers about the benefits of its products. Quite often company came across customers queries like, “Why would I go for these powders when I can buy fresh vegetables from the market,” “I prefer using fresh rather than these powders,” “My cook will not be interested in using such products.” Most of them would not understand how to use these products; some would find it difficult to believe that in spite of not having any preservatives, it has a long shelf life of 12 to 18 months.
However, influencer marketing helped the startup overcome this challenge to a large extent.
We did not want any paid feedback. We were looking for food bloggers and home chefs who would try our products in their everyday recipes and give us genuine feedback, whether good or bad. We wanted to take that risk, also because we were confident about the quality of our products and we use them in our kitchen. A lot of research went in picking the right influencers. We were not looking for the number of followers they had, rather we were more focused on the quality of their content and that they would be willing to do this without any commercials involved.
Shortly, Kitchen D’lite aims to introduce an entire range of dehydrated vegetable and fruit powders so that its customers get a more extensive range of catalog to choose from. Moreover, they are also consistently working towards introducing many more exciting blends that will promote a much healthier lifestyle. Over the long term, Kitchen D’lite aims to make a household name not just in India but also globally.
We are extremely inspired by the success story of the brand ID, that started with the simple idea of selling idli and dosa batter so that they could save the women from the trouble of making the batter at home. This simple idea of theirs brought convenience and change in the life of millions of women. This was their innovation! We believe that it’s not always the big things that count, we can bring innovation in very small and simple things as well. It’s about solving the problems nearer to home and bringing a change. Success will automatically fall in place.
Zilli’s(formerly Kitchen D’lite) is a step towards making cooking easy and saving your time. We bring to you onion and garlic powder for your daily kitchen recipes. It is 100% natural with no preservatives. We work very closely with our partners and manufacturers to ensure that every product is genuinely natural ans is of highest quality, with no loss of major nutrients.
Lakshya Singh
