Elevator pitch:

Fresh milk isn't always healthy if the cows are not fed organic fodder and properly cared for.

The extensive use of antibiotics in dairy farming can leave residues in milk, causing us to unknowingly consume antibiotics with each sip.

At Akshayakalpa, we ensure that your milk is not just fresh but also healthy and completely free of antibiotics.

Here's a breakdown of the problems they're solving:

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1. Unsustainable dairy farming practices: Conventional dairy farming often involves intensive farming methods, leading to soil degradation, water pollution, and biodiversity loss.

2. Exploitation of farmers: Many dairy farmers face low incomes, unfair trade practices, and limited market access, making it difficult for them to sustain their livelihoods.

3. Animal welfare concerns: Industrial dairy farming often prioritizes efficiency over animal well-being, leading to inhumane treatment and poor living conditions.

4. Chemical-laden dairy products: Conventional dairy products may contain harmful chemicals, antibiotics, and hormones, posing health risks to consumers.

5. Lack of transparency: Dairy supply chains can be opaque, making it difficult for consumers to trace the origin and quality of dairy products.

Now, let me explain how they are solving this:

1. Sustainable farming practices: Akshayakalpa promotes organic, regenerative farming methods that enhance soil health, conserve water, and promote biodiversity.

2. Empowering farmers: They work directly with local farmers, providing fair prices, training, and market access to improve their livelihoods.

3. Animal welfare: Akshayakalpa prioritizes compassionate animal treatment, ensuring that cows are raised humanely.

4. Chemical-free dairy products: They offer certified organic, chemical-free dairy products, ensuring consumer safety and health.

5. Transparency: Akshayakalpa maintains transparent supply chains, enabling consumers to trace the origin and quality of their dairy products.

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Understanding Core Value Proposition:

Akshayakalpa is India's first certified organic milk and milk products brand that delivers high-quality, chemical-free dairy products while supporting farmers with fair practices, promoting animal welfare, and ensuring environmental sustainability.

Product Features:

1. Doorstep Delivery: Certified organic products like milk, dairy items, and groceries are delivered right to your door.
2. Early Morning Delivery: Receive your orders by 7:00 AM for added convenience.
3. Flexible Subscription Plans: Easily pause and resume your daily orders for milk and other essentials as needed.
4. Complimentary Farm Visit: Platinum customers can enjoy a 2-day, 1-night stay to trace the journey of the milk from farm to table.

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Product Stage:

Ideal Customers:

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ICP Prioritization:

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Ideal Customer Profile 1: Health-Conscious Professional:

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Ideal Customer Profile 2: Fitness Enthusiast

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Customer Insights:

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1. Health is a top priority: The customer actively seeks healthy options, exercises regularly, and follows a balanced diet.

2. Trust and authenticity matter: The customer values trustworthy brands, reads labels carefully and researches products online.

3. Convenience is crucial: The customer leads a busy life and seeks convenient solutions that fit his lifestyle.

4. Willingness to pay a premium: The customer is willing to pay more for high-quality, organic products.

5. Digital savvy: The customer spend significant amount of time on social media, uses online search, and prefers email newsletters.

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Product Journey Map:

Trigger: Concern about child's health and nutrition

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Understand Competition:

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Understanding Market Size:

Steps to Estimate TAM:

• Population of India: Approximately 1.4 billion people.
• Per Capita Dairy Consumption: The average per capita consumption of dairy in India is about 430 grams per day, translating to approximately 157 kg per year.
• Dairy Market Size: The dairy market in India is around INR 11 lakh crore (~USD 132 billion) annually. (Assuming 1kg milk cost INR 50)
• Market Share of Organic Dairy: Organic dairy currently holds a small portion of the market, estimated at 1% of the total dairy market.

TAM Calculation:

TAM = Total Dairy Market Size × Percentage of Market Interested in Organic Dairy

TAM= INR 11,00,000 crore × 1% = INR 11,000 crore

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Steps to Estimate SAM:

• Geographical Focus: Focus on urban areas and Tier 1 and Tier 2 cities where there is more awareness and demand for organic products.
• Urban Population: About 35% of India's population lives in urban areas, which translates to approximately 490 million people.
• Potential Organic Consumers: Assuming a higher interest in organic products among urban consumers, let's estimate that around 10% of urban consumers are potential buyers of organic milk.

SAM Calculation:

SAM = Urban Dairy Market Size × Percentage of Urban Consumers Interested in Organic Dairy

Urban Dairy Market Size = Total Dairy Market Size × Urban Population Percentage

Urban Dairy Market Size = INR 11,00,000 crore × 35%=INR 3,85,000 crore

SAM = INR 3,85,000 crore × 10% = INR 38,500 crore

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Steps to Estimate SOM:

• Let's assume Akshayakalpa currently targets 10% of the SAM due to its specific operational and distribution capabilities.

SOM Calculation:

SOM = SAM × Akshayakalpa’s Market Penetration

SOM = INR 38,500 crore × 10% = INR 3,850 crore

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Detailing your Acquisition Channel

As the product is in the early scaling stage, the objective is to experiment with different channels and identify the best one.

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Organic Channel:

Search Intent fulfilment:

Experiment 1: Existing Traffic

• • Low hanging keywords

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• • Existing keywords

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• • Lost keywords

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Experiment 2: Backlinks

We are not receiving traffic from backlink sources where competitors are. We need to improve our backlinks to outperform the competition.

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Content Loop

What are they already doing?

1. Making customers visit their farm and educate them about organic farming & showcase their commitment to sustainability & quality. Customers take photos & videos of their visit & share them on social media.

2. Posting educational content on social media

Experiment 3: Newsletter

We are publishing blogs about organic farming and organic products on our website. We can distribute these blogs via email newsletters.

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Referral:

They are already doing the referral, but I'm suggesting a few improvements they can incorporate to enhance it.

• Users are immediately prompted to invite friends after placing a free sample order without validating if the user is happy with the product. Also, no incentives are provided for the person sending the invitation.

• In the app, on the home screen, the user is asked to do the referral even if the user is not logged in.
• When the user logs in for the first time, they are asked to make a referral without validating whether the user is happy or not.

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Paid Ads:

They are already running paid ads on all digital platforms with the campaign objective of encouraging customers to book free samples.

Digital Channels

• Instagram
• LinkedIn
• Facebook

Audience Segment

• Location: Urban areas, Tier 1 and 2 cities
• Age: 30-50
• Interests: Organic living, sustainable farming, healthy eating, wellness
• Behaviours: Online shoppers, subscribers to health and wellness content

Let's calculate the CAC : LTV ratio & see is it worth acquiring customers through paid channels.

1. Average Order Value (AOV):

• • If a customer subscribes to daily deliveries, the AOV could be estimated based on the daily cost. Assuming a daily spend of ₹45 to ₹60 (depending on the type and quantity of products), the monthly spend would be approximately ₹1350 to ₹1800.​

2. Purchase Frequency:

• • With daily subscriptions, the purchase frequency is high, amounting to 365 transactions per year.

3. Customer Retention Period:

• • Given the daily subscription model, customers might stay longer if they are satisfied with the product. Assuming a retention period of 1.5 to 3 years, this is a conservative estimate for regular, satisfied customers.

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​LTV = Average Order Value (AOV) x Purchase Frequency x Customer Retention Period

Let's calculate a range:

• Lower Estimate:
  LTV = ₹45 x 365 x 1.5 = ₹24,637.50
• • AOV: ₹45 per day
  • Purchase Frequency: 365 transactions per year
  • Customer Retention Period: 1.5 years
• Higher Estimate:
  LTV = ₹60 x 365 x 3 = ₹65,700
• • AOV: ₹60 per day
  • Purchase Frequency: 365 transactions per year
  • Customer Retention Period: 3 years

The industry standard CAC for D2C milk delivery brands in India ranges from ₹300 to ₹1,000. However, for a premium organic brand like Akshayakalpa, the CAC might be higher, around ₹500 to ₹1,500, due to the targeted nature of its marketing efforts and the niche audience it serves.

Product Integration:

Choosing the product for integration,

User Flow: Cult.fit User Discovers Akshayakalpa Products

Step 1: Cult.fit Home page

- User logs in to their Cult.fit account

- Sees a personalized home page

Step 2: Membership Selection

- User selects a Cult.fit membership plan

- Sees membership details and pricing

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Step 2: Offer Display

- Below the membership details, a section displays:

- "Exclusive Offer: Get 1 Month Free Akshayakalpa Subscription!"

- Brief description of Akshayakalpa benefits

- "Learn More" link (optional)

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Step 3: Checkout

- User proceeds to checkout

- Review membership details and pricing

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Step 5: Payment and Confirmation

- User completes payment

- Receives membership confirmation email with Akshayakalpa free trial details

Step 6: Akshayakalpa Product Selection

- User receives an email with a link to select their free Akshayakalpa product

- Redirected to Akshayakalpa product selection page

Step 7: Product Selection and Confirmation

- User selects an Akshayakalpa product

- Confirms their free trial selection

- Receives confirmation email with trial details

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Thank you!

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