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Aura Gold Clean™
Table of Contents:
1. About Grenova Labs
2. About the product
3. User manual
4. Precautions
5. Promotional/Marketing material
6. How to order?
7. Contact Details
1. About Grenova Labs
Mission Statement:
“To become a leading supplier for environmentally friendly, Biodegradable and consumer safe retail
chemical products for Domestic and retail markets in India and abroad.”
Vision:
The vision of the founders is to “Create and run a successful business that brings value to all
Stakeholders, including founders, investors, employees and business partners through continuously
introducing environmentally friendly retail products to the Indian retail market”
We believe success can be achieved by:
1. Identifying niche markets 2. Choosing biodegradable and environmentally friendly ingredients 3. Creating products that are simple to use but very effective in their job 4. Producing the products at the highest quality norms 5. Making sure they are consumer friendly 6. Packing them in the packaging that are attractive, easy to use and help the retailer to sell
more. 7. Offering conducive eco system for the employees that offers both job satisfaction and
growth prospects
Company profile:
Established in 2015, we aim to be an organization that is known for bringing out the best chemical
based products for very specific applications to the market. Backed by European partners with
decades of experience in the global chemical industry and with a track record of bringing out
innovative revolutionary products for the past 30 years, Grenova Labs India is an organization that is
well prepared and adjusted to establish itself in the Indian market. All the partners are in agreement
that a good understanding of the local market is the key to succeeding in the Indian FMCG industry.
Thus, even despite the technology being European, lot of emphasis is placed on understanding the
needs of the Indian market and consumer to make sure the consumer products are useful and are
appreciated by the Indian consumer.
Goal:
We want our products to be sold all over India and our aim is that every Indian consumer knows
about our products and find them useful and worthy of their time and money.
Our goal is to build brands that represent the highest standards in the industry by putting great
importance in not only the products we offer but the packaging and presentation it comes with.
What should consumer feel when they hear about our brands and products?
- Trust, “I trust the brands and products they sell”
- Safety, “I feel safe using their products, I have no doubts”
- Ecofriendly, “I know the product is safe for the environment”
- Healthy, “their products will not harm my health”
- Beauty, “their products looks attractive”
- Quality, “I know the that the highest standards are implemented and maintained at
every step of their production cycle”
- Innovation, “their company represents the some of the brightest talents in the
industry who work together to bring out the most advanced (chemical) technology in the
market specifically designed for our needs”
Partners
The partnership between DCP, headquartered in Belgium, and the partners of Grenova Labs is a
longstanding one, stretching over a decade where both worked together to bring out and market
some of the most innovative and revolutionary products in Europe and across the world. This fruitful
and successful partnership was the basis of the foundation of Grenova Labs and will continue to be
so in the future.
2. About the product
Aura Gold Clean™
Aura Gold Clean™ is a gentle formula for cleaning your precious jewellery at home in an easy and
safe manner. It was developed in Belgium, Europe. This proven product uses precision technology to
remove dirt, cosmetic residues, soap scum, sweat etc. from your ornament’s surface, restoring its
natural shine. After using the liquid you can wipe your ornaments with the Aura Gold Clean™ Cloth
woven from fine microfibers, to further enhance luster.
Brand vision and philosophy:
Vision:
To empower every woman to make their own choices.
Philosophy:
Life is all about making choices. It is only when you are free to make those choices you truly
experience and own the success that you truly deserve. Celebrate you choices!
Precision technology, what is it?
Aura Gold Clean Liquid reduces the surface tension, and to ensure that the prepared solution can
penetrate into small tiny gaps and clean your jewellery with maximum efficacy. It does so without
touching the surface of the gold. Everything which is not part of the surface is removed.
The Aura Gold Clean™ Cloth is a special chemical coated cloth which ensures the tarnish is removed
from the gold surface bringing out its natural shine. It is meant to be used after cleaning with the
liquid.
What can/will it clean?
Gold and Platinum
Diamonds, natural gemstones and natural pearls
Why Aura Gold Clean?
No gold loss, nor harm to natural Gemstones
Clean and shine your jewellery inside out for the ‘original new look’
Precision technology
o Removes all layers of:
Dust, Stains, Fat, Sweat, Soap scum, etc.
o Removes residues of makeup and cosmetics
Cause of infections and allergies
Some cosmetics are aggressive to gold
o Removes tarnish off of the gold surface
Compliant with European standards
Completely safe for hands and skin
Easy to use o Easy to clean
o Done within minutes
o Simple instructions
o No expertise needed
Flexibility
o The gold jewellery can be cleaned at home and at the convenient time
o As it can be cleaned so quickly, cleaning right before heading to a party or an event is
never been so easy
Safe:
o Safe to gold and gemstones Will not penetrate into the gold surface (contains no caustic unlike all home cleaning
products) Will clean the gemstones and bring back a natural shine
o Safe to the user Product is safe to skin and hands, safety instructions to be included
o Liquid is safe to environment An eco-friendly product to match the regulations and standards of the 21st century
Current challenges to clean jewellery at home:
There is no easy and safe solution to clean gold jewellery at home o Home users are either not cleaning the jewellery or cleaning them with products
that are not as effective, unsafe, and are corroding the gold and damaging the gemstones over a period of time.
Cleaning done by external parties o Rather expensive at certain places o Some customers do not trust it as there is a loss of gold o The methods used require expertise
Market research:
Indian Consumer: Source: http://www.gold.org/jewellery/india-market
Market opportunity: The fact that there is no loss of gold (gold is a very soft metal and can corrode easily) is the main
reason why we have developed the best jewellery care product in the world.
India is the largest jewellery market in the world (China’s gold consumption is mainly for electronic
circuits and not just jewellery). There is no established product like this in the market. And many
Indians do not go to the polisher for polishing because they fear the loss of gold when they give it for
polishing, even the smallest amounts can be very valuable. For this reason many Indian women never
go to the polisher as they do not trust the process. Even though jewellery is fashionable accessory, it
remains an investment. Nobody wants to damage that investment.
(source: http://www.investmentpostcards.com/wp-content/uploads/2010/04/consumption.jpg)
(source: http://moneymorning.com/files/2014/01/3-Gold-Demand-5-Times.gif)
Since the jewellery care segment has huge scope and remains an untapped market segment, our
product, Aura Gold Clean™, presents a great business case for you and help you further increase your
foothold. As you know jewellery is part of the culture in India, it remains the largest jewellery market
in the world. The product is 100% biodegradable and exceeds the latest European regulations. The
product can be marketed effectively through the personal/home care segment.
Unique Selling Points
Unique chemistry
First mover advantage o Initial monopoly o Difficult to bring out a competing product o Customers loyalty
No loss of gold
Value for money o Securing the value while at the same time maintaining the beauty of gold and
platinum jewellery
3. User manual
4. Precautions The product is not to be used on jewellery that is not allowed to get wet or dipped in water nor on
jewellery where gems and pearls have been glued onto the jewellery.
In India there are several type of jewellery which are not allowed to be dipped in water:
Kundan / Polki / Jadau, Jadtar, Jadaii
Gold plated jewellery
For traditional jewellery such Kundan any contact with water could potentially harm the jewellery, as
for example in the case of Kundan it’s due to the gold foil that is used under the uncut stones which
will get spoiled when it gets wet. However the Aura Gold Clean™ Cloth can be used instead to buff
the surface of the gold. Over a longer period of time the jewellery can be taken to a person with
expertise, such as a jeweller, for proper cleaning where the jeweller would remove each stone
separately and clean thoroughly.
For gold plated jewellery it’s a slightly different scenario. In a country like India there are several
types of qualities when it comes to gold plating. You’ll have very low quality products, which get
spoilt just by touching water. And you’ll have much higher quality ones where the layer of gold is
much thicker. Technically if the layer of gold is thick enough the cleaning can be done effectively, but
it is a space where quality control is an issue and the risk of spoiling the jewellery is too high as
consumers are not knowledgeable enough on this matter.
5. Promotional/Marketing material Leaflet:
Display stand
Posters
6. Contact details Grenova Labs India Pvt Ltd
Hyderabad Office: The Gateway
Flat no 101, Plot 1159, Ayyappa Society Park Road, Mega Hills, Madhapur, Hyderabad, Telangana
500081
Contact person: Manu Mekala
Mob: +91 7032460800
Factory and Registered Office: Door No: 3-164/1, Vigneshwar Nagar Road No 4, Gangaraju Nagar, KAKINADA – 533005, E.G.DIST,
A.P.
Tel.: 0884-2357878
