Fudfill introduction- nov'15

Fudfill – Online marketplace for Farm to Kitchen produce

Natural • Fresh • Organic • Healthy

Copyright © 2015, Fudfill.com 2

Mission & Vision

Aspire to be the Largest Natural foods retailer of India by 2020

Fudfill is a Natural Foods Marketplace

A curated selection of natural, organic and fresh foods freshly made, pesticides and chemical free

Directly sourced from local producers and food brands and delivered to customers

To grow and sustain natural foods by creating farm-to-table access

Be the sole provider for large consumption items to subscribers – Dairy, eggs, fruits and vegetables, dry grocery, healthy snacks and beverages


Problem statement – Supply side

Producers- Farmers and local artisans/chefs/brands

I wish to supply fresh/natural produce. Is there a demand for these products?

‘How do I reach my target customer?’

‘How do I get better value for my product?’

‘Can I get my product delivered fresh to the customer?’

Few States Leading The Way


Problem statement – Demand Side

Consumers

Is the food available in market safe/free from pesticide and chemicals?

‘Can I trust someone to provide me with good food where quality is ensured?’

‘Is there someone who can provide me with an entire range of Fresh/Natural/Organic food’


Big Trends we are betting on

A move towards healthier and more natural food choices− Fresh− Preservative-free− Chemical-free

Increasing interest in pesticide free and organic food

For consumers to discover, access and order groceriesand other food products online

For producers to make their produce accessible and discoverable

Changing food habits

Mobile tech-enabled

supply chains


Solving the problem – Sustainably and Profitably

Customer Pre-orders or takes periodic subscription(1-3 days in advance)

Fudfill takes order and processes(same day)

Food Producers process and package(within 1-2 days)

We pick the order from producer….

….and deliver to customer

Farm-to-Kitchen with limited capex, supply chain disintermediation and quality assurance

No large warehouses No/Limited Intermediaries

Fudfill checks processes at its suppliers and provides assurance via periodic lab tests


Product Portfolio – Optimising for Volumes and Margins

Subscription Categories

• Low CAC (Customer Acquisition Cost)• Daily / Weekly Touch Points for Up-selling

Organic Groceries

Fresh Gourmet Food

Incr

easi

ng M

argi

ns

Subscription Categories

1. Focused on acquiring subscription customers with limited marketing 2. Up-selling groceries and gourmet food products to subscription customers 3. Margins can be further expanded through own labels and scale

10-15%

15-25%

20-30%


Our competitive differentiators

Positioning of natural, fresh and organic as a differentiator

Provide trust and assurance via process checks, testing and certifications and guidance on health and nutritional requirements

Curation around customer needs (Natural, Quality, Health, Kids and Lifestyle related)

Supply Chain optimized for unit economics which is operationally positive


Consumer App

Key Features● Subscription Management ● Buy products online● Push Notifications

Field Force App

Key Features● Route Optimization● Remote Route Assignment ● Runner Tracking

Website: www.fudfill.com

Our technology foundation

Android Version is Ready (Under Development)

Products● Organic Dairy and eggs● Fresh Fruits from Farm● Organic Cold Press Juice● Organic Grocery, Honey etc● Organic Tea/Coffee

https://play.google.com/store/apps/details?id=com.fudfill

http://www.fudfill.com/

https://play.google.com/store/apps/details?id=com.fudfill


Solid Founding Team with strong credentials

Vivek Kuttapan – Fulfillment, Sourcing

Nishant Gupta – Marketing, Customer Service, Finance 15 years across consulting and consumer products industryLead programs at emerging and large consumer companies- Sales and Distribution expansion- Setting up processes/systems for current and future scale- Customer Service/NPS program management- Financial due diligence

• 12 yrs experience in Strategy and Operations

• Transformation programs at ITC Agri, Raymond, Samsung

- Logistics – strategy, design, set up and optimization- Sourcing and Procurement – Supplier development

and optimization

• Started e-commerce (marketplace) website profitshopping.in in 2009 at age of 24

• Expertise in scaling high traffic websites• Lead Architect - Bitgifting.com; Bitgiving.com; Juvalia.com; BJP.org;

Americanswan.com

Hemant Kelanka – Technology

http://profitshopping.in/

http://bitgifting.com/


Where we are in the journey…

• Initial pilot running for 4 months now in Gurgaon and South Delhi

• 10-12 K deliveries per month growing at 25-30% month on month

• Looking to accelerate growth with a seed funding of $ 1 Mn

1. Develop Technology Platforms – Consumer, Supplier and Logistics side2. Sourcing capabilities (Full Portfolio)3. Warehousing- Sorting/Packing for select products4. Developing Content and Team 5. Geography expansion – All major areas of Delhi NCR

• Targeting 100 - 150 K deliveries per month post 4-6 months of seed capital


[email protected]+91-9818680310

[email protected]+91-9811313215

mailto:[email protected]

mailto:[email protected]