Mentor Club Project | Country Delight

Welcome to Sushil's Mentor Club project. This project is my concise yet in-depth submission to the GX mentor club. This project consists of 3 main sections:

Understand - This section covers:
1. A brief understanding of the Country Delight product/service
2. A brief understanding of the Country Delight market
User Call Questionnaire - This section is a questionnaire I would use to understand key insights about the users of Country Delight.
Country Delight Referral Program - This section scopes out the referral sub-lever for Country Delight

Understand

The Country Delight Product

Country Delight was launched in 2015 by 2 IIM grads, Chakradhar Gade and Nitin Kaushal. The core problem that they were trying to solve was access to fresh milk that tasted similar to what people were used to in their countryside hometowns. They went up against industry giants like Amul and Mother Dairy claiming that they were serving customers stale, adulterated milk.

9 years since its launch, Country Delight has raised a total of $199M with its latest valuation being reported as $811M.

Today, Country Delight delivers fresh, pure milk on a subscription basis using an internet first approach to ~6 lakh customers in 18 cities across 11 Indian states. Apart from different types of milk products, Country Delight offers a wide range of fruits and vegetables delivered to your doorstep by 8AM in the morning. They've achieved this by going direct to consumer and owning the entire supply chain.

The Country Delight Market

1. TAM (Total Addressable Market):

Definition: The total market demand for dairy products in India.
Estimation: The Indian dairy market is valued at approximately $160 billion USD. This includes all dairy products consumed across the country, both in the organized and unorganized sectors.

2. SAM (Serviceable Available Market):

Definition: The portion of TAM that Country Delight could potentially serve, focusing on the organized dairy market and direct-to-consumer (D2C) delivery model.
Estimation: The organized dairy sector in India is estimated to be around 25-30% of the total dairy market, which is approximately $40-48 billion USD. This includes consumers in urban areas who prefer branded and quality-assured products.

3. SOM (Serviceable Obtainable Market):

Definition: The portion of SAM that Country Delight can realistically capture in the near term.
Estimation: Assuming Country Delight targets urban middle-to-upper-class households and can capture 2-5% of the SAM, the SOM could be estimated at $800 million to $2.4 billion USD. This considers the company’s current geographic reach, brand positioning, and operational capacity.

These figures are estimates and can vary depending on market conditions, competition, and the company's growth strategies.

Country Delight competes against the likes of Amul, Mother Dairy, and Nandini indirectly. They also compete against the local doodhwala and other internet first dairy delivery providers such as bbdaily, Akshayakalpa, Happy Nature, and Provilac Dairy Farms.

User Research

To truly understand the users of Country Delight, we'd have to conduct user interviews with:

Active users of Country Delight
Churned users of Country Delight
People who drink milk but don't drink Country Delight

Research goal: To identify key user insights about the purchase and consumption habits of dairy, fresh fruits, and vegetables by people in tier 1 cities in India

User Calling Questionnaire

What does your day look like?
How do you purchase fruits and vegetables? How often do you cook?
How often do you buy/consume milk?
How do you consume milk?
How were you purchasing milk, fruits, and vegetables before Country Delight?
When and how did you come across Country Delight?
What do you like/dislike about Country Delight?
Whom do you live with?
Where do you live? (Gated society/Apartment/Independent House/Other)

Things to note:

No ice cream questions, no pitches/suggestions.
These questions will be asked in the flow of the conversation.
- Example script start: "Hey <name>, thank you so much for joining me so early in the morning! I've got my coffee here with me (show mug) which is a great kickstart to the day. Do you also start your day with coffee? (Proceed to dig deeper into whether they drink coffee/tea with milk, how they buy milk, how the rest of the day looks like, and so on)

Hypotheses to be validated/invalidated:

Country Delight users are primarily people living in societies/apartments (No access to doodhwala)
Country Delight users are not people who live with roommates/colleagues. They are primarily people living with their newly married partners or young families.
Country Delight users are primarily people who have moved from their family home (No access to doodhwala)
Country Delight users buy fruits and vegetables for their cook (is this a new person on the decision bench?)

Country Delight Referral Program

This section is a 2 pager on how to improve Country Delight's referral program.

Referral revamp goal: Increase monthly customer acquisition growth rate by 1.5% using referrals

Current referral program breakdown

Pros	Cons
Invite tracking system exists	Complicated terms & conditions
Easy discovery	Referee onboarding is broken
Rewards are in platform currency	Invite contact feature is buggy

There are a lot of minor fixes that can be done to improve referral rates using the current referral program. However, there is a big opportunity to drastically improve referral rates with a Society Ambassador program.

Society Ambassador Program

Who is the ICP?

Anyone who has spent more than Rs. 1,000 on Country Delight who lives in a gated society. Target up to 3 members per society.

Will this replace the existing referral program?

No. The goal is to add another layer on top of the existing referral program.
The existing referral program will be cleaned up as discussed in the hygiene section

What is the GTM for the new referral program?

Pre-launch:

PN at the time of delivery of milk/grocery
Envelope at the doorstep along with a card

Launch:

Referee onboarding

Referee installs the Country Delight app
Enters the code that they got from the society ambassadors
First screen reminds them of the 2 rewards that they get
- 40% on their first order
- If 10 households from the society order, they get a Country Delight Live Better package
The first screen also has a progress bar for the order amount: Eg: Rs. 300 more to qualify for the Country Delight Better Living Package

Referral Tracking

Introduce a special tag in the referral tracking for society members (based on address)
Allow invites via MyGate and ADDA

Why this program is better:

Utilizes the power of social status in a society
Creates buzz in society communities (MyGate, ADDA, WhatsApp communities)
Gets more orders from same location - higher average order value per km

Hygiene for existing referral program

Show a locked state when a user doesn't qualify for the referral program (Hasn't spent Rs. 150 in the last 30 days)
Fix invite contacts search: The search shows only first name. Searching for "Rahul" for example shows 10 Rahuls with no last name. This is confusing.
Fix remind feature: The remind feature currently redirects to WhatsApp but the flow breaks when a user signs up with a non-WhatsApp number.
Referee onboarding: The referee onboarding flow doesn't show that the code is applied even though it already is.

Summary: This project covered

Country delight product - Core Value prop of fresh and pure produce available at your doorstep on a subscription basis
Country delight market - Competition and the market size
User research - a detailed questionnaire for user calling
Revamped referral program - introduction of a society ambassador program and cleanup of the existing referral program