Milaap Mart-An

Ecosystem
Transforming Local
Retail, Producers &
Consumers
Business Case
Study
Rishabh
Singh IIMB
Swayam
Proble Solutio Value Market Competition Future Plan
m n Proposition Overview GTM
Local Retailers Farmers Consumer
Small Manufacturers s
Limited Product Market Access Price Inflation
Market Access
Range Competitive wastes due to inadequate Unpredictable
wasted
Pressure wastes storage. price because of Availability Lack of
inventory
Low margin middle man variety
price
Customer Lack of proper market Quality issues
Middlemen,
retention information, Transportation costs
Lack of proper market
Less bargaining
power with information, distribution
suppliers
Primary Secondary
Reseach Research

Farmers &
Manufactur

25%
Retailers
5% - 10%
er
High raw
40%
margin
forecasting
material cost stock availability 40%
Market closure of
wastes issues FICCI, price
access 200,000
Customer Deloitte recieved by
Income kirana stores,
retention farmers
Inequality
Wastage 40
Transportatio
n
IB EF, wastes
because storage
%
Consumers 200+
and ims
50% 50%
Variety of Consumers

product
20 retailers
some
67 Niti Aayog, India’s McKinsey, consumers
less bargaining
Fluctuating price
Availability issue
farmers 1
small power with % agricultural produce is
wasted due to supply chain
paying more because of
Middleman
Quality issue Manufacture suppliers, RAI inefficiencies.
r
Proble Solutio Value Market Competitio GT Future
m n Proposition Overview n M Plan

An Ecosystem for consumers, local retailers, small manufacturer

and farmers.
Retailers: PRODUCERS:
Consumers:
Inventory Insights: Real-time This ecosystem offers them
Access to Fresh Local
demand forecasting to manage A direct channel to
Products: Convenient access
stock, reducing waste and retailers, Ensuring fair
to a variety of quality local
enhancing margins. prices, Reducing
goods.
Customer Retention Tools: dependency on
Sustainable Choices: Support
Loyalty programs and promotions intermediaries and
local businesses and reduce
to improve customer retention. Promoting local products.
carbon footprint by sourcing
Delivery facility Distribution
closer to home.

Farme Manufa
r c
turer
Retaile
r Consumer
s

Milaa
p
Proble Solutio Value Market Competitio GT Future
m n Proposition Overview n M Plan

Solving Problems with Real

Benefits

Financial Benefit: Functional Benefit:

Environmental Benefit :
Reduced inventory costs Demand-based
Reduce carbon
for retailers. production and supply.
footprint lower
Better prices for Easy access for
farmers. carbon migration
consumers to fresh,
employment
local products

Proof of
Concept

othe
r
28
Sold 200+
%
orders
within 3 months,
30-400% with the help of
37 3 retailers
Indian consumers want to buy locally % and earn
revenue of
sourced items 72%

Growing Demand for Kirana stores in tier 2 cities Kirana store transformation
process experienced
2lakh+ with a
Local Products, are ready to embrace
delloite technology to scale up their revenue growth, accenture profit 45k+.
business. Invest India Via whatsapp
or from App
Proble Solutio Value Market Competitio GT Future
m n Proposition Overview n M Plan

Total Addressable Market Serviceable Available Market (SAM): Tier

(TAM): The online grocery market, 2 and tier 3 cities that have access to
Serviceable Obtainable
specifically, is estimated to grow digital platforms and online payment
Market (SOM): local
to $24 billion by 2025 as e- systems, This market segment is estimated
competition, and brand
commerce adoption rises. at $8-10 billion for online groceries,
trust,10-15% of the SAM,
population growth and reflecting growing internet penetration
equating to $0.8–1.5 billion
increasing consumer spending. and a preference for convenience in
these regions.

68%
Government Support:
"V ocal for Local" and
other initiatives
40% 45%
promoting local sourcing
and business Accenture, kirana stores, willing PWC, Indian consumers
to partner up with online prefer shopping at B usiness Insider, Indians
empowerment.
delivery and supply platforms to stores offering switched to buying locally-
help them grow. personalized grown produce since the
promotions and loyalty pandemic
programs
Proble Solutio Value Market Competitio GT Future
m n Proposition Overview n M Plan

Competitor Sustainability Strategy Key Differentiators

Local Sourcing Focus: Local Empowerment:

Prioritize local goods to Supports local retailers,
No one working in cut down on producers, and
this Modal. transportation and manufacturers with tools
reduce carbon footprint. for self-sufficiency.
Some of the
Recurring Revenue Sustainability Alignment:
competitors work on
Streams: Diverse Reduces reliance on
some segments are
income sources provide national supply chains
Amazon, Flipkart, stability and scalability. and supports eco-
udaan, Reliance, Customer Loyalty conscious shopping.
Dehaat through Value-Added Data-Driven Growth:
Services: Offer Leverages insights to
exclusive benefits to optimize stock
loyal consumers, driving management, customer
retention and brand engagement, and regional
advocacy. expansion.
Proble Solutio Value Market Competitio GT Future
m n Proposition Overview n M Plan

Customer Acquisition Strategy

Retailers: Partner with local Farmers & Producers: Consumers: Use hyper-local
kirana stores to demonstrate Collaborate with agricultural marketing (social media, flyers,
platform benefits; incentives for cooperatives; training sessions radio) and local influencers to
early adoption. for seamless digital integration. increase brand awareness in
each region.

Marketing Tactics

Hyperlocal Referral Social Media Partnerships with Influencer Marketing

Marketing Programs Campaigns NGOs and
Government
Use location- Offer Focus on social
Programs
based incentives media platforms Collaborate
Collaborate with with
digital ads for early like Instagram
government influencers
targeting adopters to and WhatsApp
schemes like focusing on
urban areas refer new to build
eNAM (National sustainability,
and farmers’ retailers, awareness
Agriculture Market) food, or local
markets in manufacturer through
or NGO initiatives artisans to
rural regions. s, and storytelling—
that support small promote the
consumers. sharing the
farmers and local platform.
journey of local
artisans to
farmers, retailers,
onboard them onto
and
Proble Solutio Value Market Competitio GT Future
m n Proposition Overview n M Plan

Revenue Model First Year Sustainability

Projection Strategy

1.Subscription Fees: Assuming acquire 1000+ Recurring Revenue

₹200/month for retailers Consumers and 200+ Streams Focus on Local
and producers. Reatiler & Producers Sourcing and Reduced
2.Transaction Fees: Revenue : Costs
2% commission on Subscription Fees : Rs Customer Loyalty
each transaction. 200/ month *200 through Value-Added
3.Logistics Services: retailers* months= 3.5+ Services: Data Driven
Revenue from Lakh Transaction Fees Expansion
transportation solutions. : Rs 5+ cr. 2%
4.Ad Space & commission = 10lakh+
Sponsored Listings: Logistics and Distribution
Paid promotional Services Ad Space and
options for local Sponsored Listing
producers. Freemium
Access Cost : Model for
5.Freemium Model: Basic Basic
Tech. Rs
platform access with 50000
optional premium Marketing Rs 1
upgrades. lakh operation : 3
Lakh
Thank You