‘Koparo’ की Founder से अपनी तारीफ़ सुनकर Shark Aman हुए खुश | Shark Tank India S3 | Full Pitch

Shark Tank India

9 Feb 202417:13

Summary

TLDRSimran, founder of Kapaaro, pitches her eco-friendly cleaning products brand to the Sharks. She highlights strong growth, having reached 300,000 units sold in 2.5 years through online and offline channels. Simran positions Kapaaro against FMCG brands, touting competitive pricing, safe ingredients, and leveraging India's increasing awareness of toxins in conventional cleaners. The Sharks offer positive feedback and indicate significant market potential. One offers an investment deal which Simran declines, preferring to scale herself at present. She invites them to meet her team to explore future partnerships.

Takeaways

😊 Simran founded eco-friendly cleaning brand Kapaaro that uses coconut-based cleaners
😮 Kapaaro has reached 3 lakh units across India in 2.5 years
🧼 Kapaaro product range includes dish wash liquids, surface cleaners, laundry liquids etc.
👍 Kapaaro products are eco-friendly, pet-safe and child-safe
💲 Kapaaro revenue was 4.5 crores last year, projected to be 12 crores this year
💰 Simran raised funding of 5.6 crores and then 12 crores for Kapaaro
📈 Current monthly revenue is 80 lakhs with 66% gross margins
🔜 Plans to scale through offline distribution via Reliance and online via e-commerce
🤝 Received acquisition offer from investors but Simran wants to grow Kapaaro herself
💡 Opportunity for eco-friendly cleaning brands as market is currently dominated by MNC brands using harsh chemicals

Q & A

What natural ingredient does Kapaero use as a cleaning agent?
-Kapaero uses coconut-based surfactants as their cleaning agents.
What are some key product categories offered by Kapaero?
-Some key product categories offered by Kapaero include dish washing liquids, laundry liquids, home and surface cleaners, hand washes, and cleaning accessories.
How does Simran plan to grow Kapaero's business further?
-Simran plans to grow Kapaero through a national deal with Reliance to expand offline distribution. She also plans to optimize pricing strategy and build close e-commerce partnerships.
What is Kapaero's current monthly revenue?
-As per the discussion, Kapaero's current monthly revenue is around 80 lakhs INR.
How much funding has Kapaero raised so far?
-Kapaero has raised two rounds of funding so far - 5.6 crores INR in November 2021 at a 32 crore valuation, and 12 crores INR in February 2023 at a 57 crore valuation.
What is Kapaero's current gross margin percentage?
-Kapaero's current gross margin percentage is 66%.
What is the size of the cleaning products industry in India?
-As per the discussion, the cleaning products industry size in India is around 55,000 crores INR.
How does Kapaero compare with other natural cleaning brands?
-Kapaero is currently bigger than most other natural cleaning startups except for Herbal Strategies. However, Kapaero's products are priced almost 50% lower than competition.
What toxic chemicals are commonly found in conventional cleaners?
-Bleach, phosphates, ammonia which can cause skin irritation, excema etc. are some toxic chemicals commonly found in conventional cleaners.
Why does Simran believe natural cleaners are the future?
-Increased awareness about impact of chemicals on health and environment is driving adoption of natural cleaners. Simran identified this as a white space opportunity in the Indian market.

Outlines

00:00

😊 Introducing cleaning brand Kapaaro and its products

Simran, the CEO of Kapaaro, introduces her coconut-based cleaning products brand. She talks about the issues with chemicals in conventional cleaners and the need for eco-friendly child-safe products. She showcases some products like dish wash liquids, floor cleaners etc.

05:02

😮 Health impacts of chemicals in laundry detergents

Discussion around health impacts of chemicals like bleaches, phosphates etc. commonly found in laundry detergents. Simran acknowledges growing awareness about this issue but believes the industry will take time to shift towards safer ingredients.

10:04

😀 Kapaaro's capability to expand into wider cleaning categories

Conversation around whether Kapaaro can expand beyond its current dish and laundry cleaners to also include hand wash products. Simran is building Kapaaro as a category-focused brand but is open to adding relevant ranges in future.

15:05

🤝 Ashutosh's offer to invest in Kapaaro

Ashutosh offers to invest in Kapaaro at a ~2x valuation from their last round. He sees potential for the brand given the white space in eco-friendly cleaning. Simran provides updates on Kapaaro's revenue, marketing spend, unit economics etc. But she avoids closing the deal.

Mindmap

Keywords

💡cleaning products

Cleaning products refers to items used for household cleaning tasks like dishwashing liquids, surface cleaners, laundry detergents etc. These are the main products being pitched and discussed in the video. The founder talks about formulating eco-friendly cleaning products using coconut based ingredients.

💡eco-friendly

Eco-friendly means not harmful to the environment. The founder emphasizes creating cleaning products that are eco-friendly i.e. using natural, non-toxic ingredients. This is positioned as a key differentiation from mainstream brands that use chemicals perceived as unhealthy.

💡distribution

Distribution refers to the channels through which products reach customers e.g. retail stores, e-commerce platforms etc. The founder discusses their omni-channel distribution strategy including websites, marketplaces like Amazon and offline retail.

💡formulation

Formulation refers to the process of selecting and combining various ingredients to create cleaning products. The video emphasizes coconut-based formulations as a key brand element.

💡market sizing

Market sizing is estimating the potential total revenue opportunity for a product. It helps assess business viability and set goals. The founder talks about a Rs. 5500 crore market size for cleaning products in India.

💡margin

Margin refers to the profit left after deducting costs. The founder states a 66% product gross margin resulting in 3-4% net margin currently and targets 6-10% through scale.

💡fundraise

Fundraise means securing investment capital. The founder has raised 2 rounds totaling over Rs. 17 crores from investors and talks about the valuation.

💡manufacturing

Manufacturing refers to production of cleaning products. This would need to be scaled up across India to meet demand if distribution via large retail chains happens.

💡omnichannel

Omnichannel refers to sales across multiple channels online and offline. The brand has presence across websites, marketplaces, offline stores and is working on expanding this.

💡working capital

Working capital means the funds available to meet operating expenses. The founder claims to have over Rs. 10 crores bank balance as cushion for daily costs.

Highlights

Simran is the CEO and Founder of Kapaaro, an eco-friendly cleaning brand

Kapaaro makes cleaning products without harmful chemicals, safe for pets and children

Kapaaro has reached 3 lakh units across India in 2.5 years

Kapaaro products are available on major e-commerce sites and their own website

The cleaning products industry in India is worth ₹55,000 crores

New, niche brands have an opportunity in the industry dominated by large FMCG players

Coconut and sugar cane are usually used as natural cleaning surfactants

Seventh Generation is a major global brand of natural cleaners based on coconut

Kapaaro is the second biggest brand after Herbal Strategies in the niche natural cleaning segment

Kapaaro raised funding rounds of ₹5.6 crores and ₹12 crores at ₹32 crores and ₹57 crores valuations

Kapaaro aims to grow gross margins from 33-34% currently to sustainably 8-10% through optimizing spends

Kapaaro has signed a national deal with Reliance Retail

To scale, pricing strategies and close e-commerce relationships will be key

Offline growth will be driven by sensory interaction with products

Equity transfer will be possible if pricing is at par with market leader