21 Year Old Unicorn Founder Reveals Quick Commerce Business Secrets
Summary
TLDRThe video script narrates the entrepreneurial journey of two friends who started their venture during the pandemic. Initially delivering groceries via WhatsApp in Bombay, they pivoted to a dark store model after realizing the limitations of their initial approach. With a focus on operational excellence, they rapidly scaled their business, securing significant funding rounds and achieving impressive sales figures. The story highlights their challenges, learnings, and the innovative strategies that contributed to their success in the competitive grocery market.
Takeaways
- 🌏 The interviewee was born in Bombay, moved to Dubai at age five, and later returned to India, noting a significant change in the country over time.
- 🏫 They and their friend KV both had a knack for building projects and started programming at a young age, which eventually led to their entrepreneurial journey.
- 🤝 The pair bonded over their shared interest in building things and KV's technical expertise, which played a significant role in their early projects.
- 💡 The idea to build a career out of their hobby came around when they were 14 or 15, inspired by Y Combinator's Startup School and Silicon Valley's entrepreneurial spirit.
- 🎓 They planned to attend Stanford University as a stepping stone to Silicon Valley, but the pandemic disrupted their plans, leading them to take a gap year.
- 🛒 During the pandemic, they started a grocery delivery service in Bombay to help their elderly neighbors, which eventually grew into a larger operation.
- 📈 They recognized the need for better control over the customer experience, which led to the concept of 'dark stores' – small, efficient warehouses for faster delivery.
- 💼 They secured initial funding from Contrary Capital's fellowship, which provided them with capital to pursue their entrepreneurial venture.
- 🚀 The business took off, growing rapidly with the implementation of the dark store model, leading to significant sales and further funding rounds.
- 💰 They raised substantial capital, including a Series A and B, and a CDC round led by Y Combinator's growth fund, valuing their company highly despite their young age.
- 🛑 The interviewee emphasizes the importance of operating excellence and discipline in the tough grocery business, highlighting their focus on efficiency and customer satisfaction.
Q & A
Where was the interviewee born and at what age did they move to Dubai?
-The interviewee was born in Bombay and moved to Dubai when they were about five years old.
What was the interviewee's experience like growing up in Dubai?
-The interviewee described their experience in Dubai as fun but sheltered, noting the absence of crime and describing it as being in a bubble.
How did the interviewee and their friend bond and work together on projects?
-The interviewee and their friend bonded over their shared interest in building projects. The friend was more technical, while the interviewee focused on the talking and presentation aspects.
What was the turning point that led the interviewee and their friend to consider building a career out of their hobby?
-The turning point was in 2017 when they started getting exposed to Y Combinator's Startup School, an online course that inspired them to consider building a career out of their hobby.
Why did the interviewee and their friend decide to apply to Stanford University?
-They decided to apply to Stanford as a way to get to Silicon Valley, believing that attending college there would be a good excuse to be in the area and learn from the community of builders.
How did the pandemic affect the interviewee's plans to attend college?
-The pandemic hit in March 2020, and the interviewee and their friend were unable to go to college as planned. They decided to take a gap year instead.
What was the first business idea the interviewee and their friend pursued during their gap year?
-Their first business idea was a delivery service for local stores in Bombay, which they initially managed through a WhatsApp group chat for their neighbors.
What is a 'dark store' and how did the interviewee's business evolve to include them?
-A 'dark store' is a small, tucked-away warehouse designed for efficient picking and packing of orders, rather than customer browsing. The interviewee's business evolved to include dark stores to improve delivery speed and quality, and to have better control over the customer experience.
How did the interviewee and their friend secure their initial funding for the dark store model?
-They secured initial funding through Contrary Capital's fellowship program, which provided them with 50,000 USD to work on their business idea during their gap year.
What was the impact of the interviewee's business on their local community during the early stages?
-In the early stages, their business provided a convenient delivery service for neighbors, especially the elderly, who were unable to leave their homes easily during the pandemic.
How did the interviewee's business scale up after the initial success with the dark store model?
-After the initial success, the business scaled up rapidly, with the interviewee raising significant funds from investors like Nexus, which led to aggressive growth and expansion of the dark store model.
What are the main sources of revenue for the interviewee's business currently?
-The main sources of revenue are sales from grocery items, advertising income from brands, and a small portion from delivery fees.
How does the interviewee's business model compare to traditional grocery stores and other online platforms?
-The business model focuses on high throughput per square foot and low fixed costs, making it more efficient than traditional stores. It also offers free delivery above a certain amount and lower prices than most other formats, including online platforms.
What is the current state of the interviewee's business in terms of funding and growth?
-The business has raised over 500 million dollars and is experiencing rapid growth, with the founders still maintaining significant equity in the company.
Outlines
🌏 Childhood and Early Entrepreneurship
The speaker recounts his childhood in Bombay and Dubai, highlighting the sheltered yet enjoyable experience in Dubai. He discusses the lack of crime and the bubble-like environment, which has since changed. He never envisioned spending his life in India, but after returning, he found a new perspective. The speaker and his friend KV bonded over building projects and programming, which they pursued as a hobby. They were exposed to startup culture and entrepreneurship through Y Combinator's Startup School, leading them to consider building a career out of their passion. Their journey began with a move to Stanford, which was interrupted by the pandemic, prompting them to take a gap year and explore entrepreneurial opportunities in Bombay.
🛍️ Transition to Dark Stores and Scaling Business
The speaker describes the evolution of their business from a WhatsApp-based grocery delivery service to the establishment of dark stores, which are micro-warehouses tucked away in alleys, operated by pickers and packers instead of customers. They realized the need to control the customer experience end-to-end and began experimenting with dark stores to improve delivery speed and quality. The business received early investment from Contrary Capital, which allowed them to scale. They faced the classic 'chicken and egg' problem of supply and demand in marketplace businesses but focused on solving the supply side first by convincing local stores to join their platform. This hands-on approach provided valuable insights into customer needs and preferences.
🚀 Rapid Growth and Fundraising
After pivoting to the dark store model and experiencing rapid growth, the company attracted the attention of Y Combinator, which provided a significant investment. The founders focused on improving delivery speed, realizing that faster delivery times led to a positive feedback loop of increased throughput and lower costs per delivery. They managed to reduce delivery times from 45-60 minutes to a much faster rate. The business's momentum led to a series of successful fundraising rounds, including a Series A and a Series B, which fueled exponential growth. The founders emphasize the importance of operating excellence and discipline in the tough grocery business, aiming to build a massive enterprise.
💰 Business Model and Market Positioning
The speaker discusses the company's financial performance, noting a significant increase in sales from the launch of their first dark store. They explain their business model, which includes revenue from sales, advertising income, and delivery fees. The company operates on a low fixed cost base due to high throughput in their stores and has optimized variable costs, particularly last-mile delivery costs. They position themselves as a high-emerge business with a competitive advantage in delivery speed and cost. The founders also touch on the potential of the grocery market in India, which they see as a majority of consumption and a significant opportunity for growth.
Mindmap
Keywords
💡Dubai
💡Programming
💡Y Combinator
💡Silicon Valley
💡Dark Stores
💡Pandemic
💡Kirana Stores
💡Series A Funding
💡Product-Market Fit
💡Grocery Delivery
💡Marketplace Model
Highlights
The speaker discusses their upbringing in Bombay and Dubai, highlighting the sheltered yet fun environment of Dubai.
They share their early interest in programming, starting at the age of 10 or 11, and how it led to various projects during their childhood.
The bond between the speakers was formed through a shared interest in building and creating, with one being more technical and the other focusing on communication.
The decision to apply to Stanford was influenced by the desire to be in Silicon Valley, aiming to immerse themselves in the tech community.
The impact of the 2020 pandemic led to a shift in plans, with the speakers taking a gap year and exploring entrepreneurial opportunities.
The idea of starting a business during the pandemic began with helping neighbors by delivering groceries through a WhatsApp group.
The transition from informal grocery delivery to building an app, named Kerala Cart, to scale the operation.
The realization of the need to control the customer experience end-to-end led to the concept of dark stores.
A detailed explanation of what dark stores are, including their size and operational differences from traditional supermarkets.
The journey of securing initial funding from Contrary Capital, which provided a significant boost to their startup.
The strategy of solving the supply side first by personally visiting and convincing local stores to join their platform.
The importance of operating excellence and discipline in the grocery business, and the challenges of achieving product-market fit.
The growth of their business from zero to significant sales within 24 months, demonstrating rapid scaling and customer adoption.
Fundraising efforts, including a series A and series B, showcasing the company's ability to attract substantial investment.
The speakers' reflections on their experience at the age of 20-21, raising over 500 million dollars and their perspective on the journey ahead.
A discussion on the company's revenue streams, including sales, advertising income, and delivery fees, and their strategy for maintaining low costs.
The comparison between their business model and other formats like DMart and the ambition to compete in the grocery market.
The perspective on the grocery sector's significance within the overall consumption and retail landscape in India.
Transcripts
so I was born in Bombay and then when I
was about five moved to Dubai and we
ended up in the same class in like the
third grade
um the buy was fun uh a little bit
sheltered but fun
why shelter there's no crime there's
like a bit of a bubble uh so it's
changed now no
not really no not really now in fact
like so growing up I never thought that
I'd be like spending the rest of my life
in India but now when I go back to the
bike because India appears so bad I'm
gonna be a little bit harsher to you
guys no that's fine so it's just that I
get the pasta
we went to the typical path most people
ended up going to either
the UK us or Canada for University
and so that was just like the set paths
right and so uh so yeah we went to
school together uh I started programming
when I was like 10 or 11 and so we would
work on a bunch of projects growing up
do you live next to each other no for a
bit for a bit Yeah by Dubai yeah yeah so
we so basically I mean the two of us
we
I say both of us had a bit of an act for
building
um
that's how we bonded as well KV is
always a lot more Technical and smarter
than I was so he built out the actual
interesting stuff I just did the talking
um and yeah but we used to work on
things together by the time 2017 we said
okay like how do we make a career out of
this hobby like how do we build
for a living and that's when I guess
when you were 14 15 we started getting
exposed to
you know why combinators startup school
if you guys have heard of that it's like
uh no this was like a online course that
they had yeah so I mean basically
towards the end of school we said how do
we build a career out of building and we
figured that you know from the Y
combinator YouTube videos and like the
the sessions that we used to see online
we realized that this is community
people at Silicon Valley that basically
build for a living right
um we said how do we what's the best
excuse to get there what's the best use
for two Indian kids in Dubai to get
there probably go to college there and
so two of us applied forget Stanford
would be a good good excuse to go there
lucky enough to get in
um and so yeah that was supposed to be
the beginning of the journey you got in
together
yeah I mean he got an early I didn't get
in early I got into the regular decision
cycle so that's still so we're supposed
to start in September of 2020 right and
did you go to college
no no no we've activated I mean we so we
were supposed to go so March 2020
pandemic hits
um who was supposed to go couldn't go
and we said okay we can start our our
college education online uh but we had
like four Precious Years in like Silicon
Valley so we said you know if you're
gonna be waste a year or sitting on our
on our laptops in Dubai or Mumbai it's
not really worth it and so we decided to
take a year off and you know we didn't
really have anything planned for that
year like a lot of our a lot of our
friends had internships at Goldman or JP
Morgan
um but we were we just said let's take a
year off figure out you know figure out
what we can do
and yeah that's when we started
experimenting what is the first
experiment I mean we so we so we came to
Bombay uh firstly like when the pandemic
had came to Bombay multiple reasons why
family was here
um so we were staying in kv's house in
uh in Andheri East and so yeah that's
basically where we were so we were
Within Reach of our family in Bombay but
we were staying alone and we took a year
off March April 2020
knock down your local you know like a
local Mom and Pop Shop was disrupted the
online guys were taking seven eight days
to deliver it was a pain and most of our
neighbors were elderly
and so we
we're on a WhatsApp group chat and we
just we used to deliver for them because
we had nothing else to do uh so and you
would charge a fee for this initially we
did that WhatsApp group grew uh
eventually you start hitting that limit
uh 256. yeah 256 KV remembers but uh but
yeah each person could see what their
neighbor was ordering yeah it was not
very good idea so my place was in this
like it's called Shady Punjab Colony it
was just a bunch of punjabis in like I
don't know 50 years ago 40 years ago or
something and so it's just uh I don't
know maybe 100 200 houses there so it's
just the people within that and like two
or three stores nearby that we would
pick up in yeah stuff off and so that
was that and when it got to a certain
point we said let's build an app out of
it
so we can scale this and so we built out
the first generation it was called
Kerala card anyway I was basically a
pickup in drop service and that's what
that's how we we ended up building out
and started scaling over the course of
like a couple of months uh and that's
pretty much all we would do we were like
the customer support Executives we were
the delivery partner the delivery
drivers we were the guys that you know
packed the orders for the store and we
should do that for like 60 70 of the
time we've got some crazy stories save
that people probably with the podcast
um but that was that was the journey and
like as we were going through that we
interact with customers so much it
became clear to us that
if you really wanted to make something
meaningful and scale this we would have
to
I mean we would have to just control the
customer experience end to end and so
that's when we started experimenting
with dark stores what is the tax do yeah
so you can think about you know it's a
Dark Souls like a micro Warehouse or uh
you can think of it like a supermarket
right in the sense that you've got these
aisles but unlike a supermarket it's
tucked away in a back alley somewhere so
not in a front-facing Road and instead
of having customers moving around those
aisles you've got Pickers and Packers
that are zipping around you know packing
those how big is a typical dark stone
it's about three and a half thousand
square foot I mean we say three thousand
three thousand yeah
so we started experimenting with that
right leaks I mean not only did it help
us deliver faster short numbers
meaningfully better quality was
meaningfully better speed was in and or
at least have like a better handle on on
pricing than we initially done so how
did you go from delivering Groceries on
WhatsApp yeah did you guys start a
company where did the money to start a
dark store come from yeah I know sure so
and when we started getting like very
early traction we applied to this and we
actually met met with uh who's the first
investor in the company we applied to
this thing called um
a country capital of the fellowship and
it was a crazy idea for two kids sitting
in Bombay they basically said we'll give
you 40 lakhs for free and like no
questions on us just take 40 lakhs if
you're building something interesting
because basically so in covert a whole
bunch of people were taking Gap years
yeah start up or whatever and so these
guys had to pick five teams that are
working on something that have taken
time off of school so at that point
we're like a student focused PC fund
which I said we'll give fifty thousand
dollars to five teams that are working
on something in a gap year is this still
open can people apply I know the
fellowship is open but the fund is there
the fund is there what is it called
contrary Capital yeah okay and right
well so the guy that had invested he was
in India last weekend for the first time
yeah so that first time meeting him in
person since he put in that does he
still have Equity yeah
so he gave us basically 50k USD at a two
and a half million valuation because you
were like wow that's a bit like you were
just like that's crazy like that's
that's that we thought we were just like
putting a fast one of these guys
yeah I mean it was like we were like two
kids sitting in a living room on a
WhatsApp group chat and someone's like
okay this is two and a half million
dollars and I was like great and what
did you do with the 40 lakhs so we
started and I think like the initially
really we didn't have much of a plan it
was just like like our day-to-day was
basically like 50k like in in the early
days when you get like a pre-seed a cap
and I'm sure you know this right most of
it is just to like live so we barely
spent it how did it start skating you
had a WhatsApp group share a Punjab
it was pretty fun so I think this
investment happened in like August or
September 2020 yeah and October November
December so typically with Marketplace
businesses
um you have a chicken egg problem right
for example a food delivery business
either you have restaurants without
restaurants it's hard to get customers
and without customers is how to get
restaurants so it's like a chicken egg
problem and so we're like we have that
same thing and so we were like okay fine
which side do we solve first we said
let's solve the supply side and so every
day for those three months yeah we just
go to a different neighborhood in Bombay
like one day would be parale or borivali
or colaba if you just walk into as many
of these kirana stores yeah and try to
convince them to join as a seller over
those three months we went to every
single neighborhood you'd walk into
stores all day like morning to evening
and just do that
um
so neither of us had any sort of
background in sales but like trying to
sell software to like a banaya is
probably the best crash course in CS
that anyone is unbelievable because 10
out of 10 of them like I don't know if I
basically yeah
also forgiveness and two of them will
say okay fine I'll download your app and
by the time you walk out one of those
two is deleted yeah right and so and
they would give us feedback though on
like what they need to improve would
their margins go down versus selling
inside um yeah slightly like two three
percent yeah but who do you charge I
mean at that point
we just want to cover the payment gate
we were trying to figure out like the
different types of product market like
Commerce in retail right so one the
first core product Market fit for any
business is customer product Market fit
and then you get the economics product
market so we were just solving for
number one in 2020 how much did you sell
we hadn't launched the customer side yet
yeah like
with the app basically okay 2021 how
much do you sell so buy within 30 days
of launching 30 to 40 days we got to
about 300 orders a day
average order value yeah WTF is aov but
uh but yeah so very low average order
value but we was we were seeing product
Market fit and we talked to customers
because we would be the ones doing the
deliveries we had set up like our own
mini Customer Support Center in kv's
house and his mom was not very happy
about that 40 likes run out okay in this
process uh raise 40 lakhs and then we
kept like raising like 20 lakhs
follow-up from like a couple other other
Angel Investors in countries Network and
then when we got to like a certain scale
got to a certain level where it started
looking like you're gaining momentum we
got uh approached by y combinator so
this would have been late 2020. uh and
they would have been half a million or
something yeah it was five it was it was
125k it was 125k how does one apply to Y
combinator they have a form so they run
two batches every year January to March
and then July to September you have a
bunch of questions to fill them in and
apply yeah so and you meet them in
person in a non-covered but uh sometimes
yeah so I think the interviews are
virtual now so they have like a 10
minute interview yeah
like before covert they used to come
down the back door and do it uh but they
also do it virtually okay so 125k then
so we launched zero order sprinted Feb
is when we launched okay sorry mid Feb
yeah around that time Jan Feb so we
launched within 45 days we got it like
about 300 orders per day but when we
were doing it we realized you would
speak to customers right and they would
tell us upfront hey we're using the app
there's a lockdown we don't really want
to go out but we don't really like the
app it's not that good right uh once
this is locked out is over it's going to
go back to like buying offline
and we said so we don't need to
have product Market Fair like we had
induced product Market fit because of
like the weird circumstances and so
that's when we started talking to them
and like like that's pretty much what we
spent like a good week on just talking
to people
and we realized that okay our speed
sucked so that was one and you allowed
me to take back then 60 minutes 45 to 60
Minutes that sucked it sucked because
you know you've got the local I mean you
can just go downstairs and pick up pick
it up in 5-10 minutes otherwise right
what is the difference in cost between
delivering in two hours in 20 minutes
we're giving all the Trade Secrets like
us but we've got the the
the lower your distance per delivery you
actually get into this positive flywheel
where you're delivering faster and the
lower your distance whatever you
actually do more throughput per delivery
partner like what KB said so with the
same like if I'm paying somebody to give
you a sense right what is your last mile
cost per order it's how much you paying
a delivery driver per hour divided by
how many orders are you doing per hour
what is that typically
like varies by city but let's say 75
rupees per hour varies by City varies by
vehicle type yeah petroleum buy could be
75 other people yeah yeah other formats
would be would be different but yeah so
75 rupees per hour and if he does one
order but audio course February delivery
75 but if he's doing two orders per hour
why doesn't everybody else do this
deliver fast
I mean people are all right people are
living faster you saw the Amazon memo uh
globally right they're all pushing
foreign
we see this meaningfully in the
retention difference okay so 2021 end
2022 Financial year how much did
ready fy21 yeah nothing like probably a
couple Lacks 22. July 21 we actually
started like the first dark store and
started running the business just to
give some context end of March 45 days
into mid Feb to end of March basically
decided that okay this Marketplace model
not working and we said we'll pivot to
the Darkstar model spend a couple of
months then hiding a bit of a team
figuring it out and then July 21 is when
we launched the first tax
and yeah from July 21 to
today like about 24 months
went from order zero to to like today
north of 5 000 crore in sales
um so crazy that was crazy that's like
that's uh that is when did money come in
for the first time like serious
fundraise yeah so Nexus
um they essentially did our series a and
they were so this was actually like we
so they approached us
and we told them hey they said okay this
business is interesting what are you
doing kirana card 300 per day pretty
quickly maybe you can scale we actually
the first meeting we told them we're
going to shut this down this doesn't
work like we're talking to customers and
they're just telling us this doesn't
work right uh so we're shutting it down
and that was the first meeting like they
said we're interested in finding even we
started shutting this business down so
like don't forget us
um and then we started and then said
okay we're shutting it down what are you
gonna do and we told them that we think
this model has got better part of Market
fit and so when you walk them through
the thesis we actually showed them the
customer data they were like okay this
is exciting and that's when they funded
us so they put in
that was a 10 million series here that
they that was that this was right before
July 2021 but then it went pretty crazy
so July 21.
the first stocks to be launched in
bandra went crazy and we started growing
and these were good times we started
growing 100 a week it was like crazy how
did you match for that skill you need
physical people to deliver right yeah
yeah so or did you have idle drivers who
were delivering one order an hour and
they generally yeah
initially when we launch a dark store
but yeah so we're going 150 a week we
raised like this 10 million dollar
series a within 45 days of that again
without exact like it was crazy but
within 45 days of that we closed a 50
million dollar series B and then the
business started really going crazy this
is post-covered craziness post covert
craziness right like 150 a week 200 a
week we were like multiplying the
business every week it was it was like
it was on like we were barely sleeping
like three four hours a day without
exaggeration and then yeah like 70 days
into that
videos like the 100 million dollar CDC
and then yeah CDC it was December 21 it
was led by y combinators growth fund and
how many have you done now
we just started our fifth round
how much have you raised totally 5 30.
how does it feel to be 20 years old and
get 500 million dollars 21 and eight
days
obvious question right people must ask
you this a lot
I mean it's like it doesn't it doesn't
feel like much you've got a lot more to
do a long way to go so I know you have a
lot to do but how does 500 million
dollars feel no I mean really I mean how
much is left the last round I'm sure is
left
do you guys still have relevant
significant enough equity on the cap
table yeah I mean so the two of us own
about 25 total and on your say unit
economics say 75 rupees per hour driving
costs at some point of Time how much are
you passing on to your client today and
how much are you charging the Dark Souls
that we we work with
they do multiple times more throughput
per square foot than any other format of
Commerce in the country offline and
online so rent is a percentage of sales
for us is nothing it's one one and a
half percent so the fixed cost base is
so low because of how much throughput
that we've been able to do within the
same store because of how like how much
customer demand we see in the way that
we've designed the stores so throughput
is crazy fixed cost is very low and then
on the variable cost side which is the
last mile called solid per order costs
that's something that we optimize but we
basically like we've gotten it to a
pretty good level right now you
basically make you know margins from the
sale and we make advertising income so
like a Unilever Procter Gamble will will
you know advertise on the platform we
make a meaningful amount of advertising
income uh this is 100 margin business
because I was talking to me show and
they said delivery income is a big
portion of the revenue yeah yeah so if
you had to break up your Revenue into
four quadrants yeah can you break that
up it's three I mean it's like sales
um advertising income and delivery fees
inventory sales is like what most of it
is and then add income and delivery fees
is like between one and three percent
response yeah delivery fee is very small
so we do free delivery above 199 rupees
right so we don't really rely too much
until devices that's also because like a
market-based business I mean shows like
a zero commission business and so they
have to charge delivery so compared to
most of the formats of grocery we
actually have a meaningfully high
emergence structure and we are also
cheaper we're not as cheap as let's say
the Demons of the world
um that's very deep but we're like
meaningfully cheaper than most formats
are closely I was talking to someone
about zepto and they compared you with
dmart are you guys trying to compete
with dmart or are you trying to compete
with Commerce like because we I mean the
way that we look at it right it's like
you know this business is so tough it's
like one of those businesses where you
need to have this like insane obsession
with operating excellence and discipline
if you crack it somehow then you can
build a massive business
um if you look at what percentage is
grocery of consumption because I was
trying to work out this number 70 of
retail is whatever but if you were to
say broadly consumption let's say
Indian GDP 65 is consumption we leave
exports and all of that out 70 of 70 of
that let's say in America for example 70
of consumption or 60 is qsr if I were to
break apparently that way yeah food is
that such a big component in the US yeah
okay if I were to break that down for
India and put a tag against groceries
what percentage would it be
70. I can say the it's the majority of
consumption like so if you
X is GDP 70 of US 65 of this consumption
70 of 65 is grocery like your definition
of groceries like by dating right
perishables milk you know in some cases
meat I'm guessing organized is not more
than 10 20 organizers
all right hi I'm nikhil garmad I'd love
to know what you thought of the episode
uh comment like And subscribe and thank
you for watching
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「27歳で起業家を辞める」インド向けチャンネルを売却して起業した23歳の人生観とは?
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