Acquisition project | Hachi

About Hachi :

Hachi is an early-stage gourmet healthy treats brand, offering indulgent cakes, cookies, and granola with a clean-label promise (no refined sugar, no preservatives, millet-based ingredients).

It operates within a crowded but rapidly growing premium healthy snacking market in India, driven by rising health consciousness, the millet revival, and demand for clean-label alternatives.

Compared to more established players like Slurrp Farm, Open Secret, and The Whole Truth, Hachi currently has minimal brand awareness and limited market penetration.

The brand is at a stage where increasing discovery, driving first trials, and establishing emotional trust are the key focus.

The competitive landscape includes both direct competitors offering healthy baked products and indirect players offering broader clean-label snacks, intensifying the challenge of consumer mindshare.

Market Problem:

The broader snacking landscape in India presents consumers with a persistent trade-off:

1. In the healthy snacking segment:
   
   Health-conscious consumers want snacks that taste indulgent, not medicinal.
   However, most healthy options — such as protein bars, sugar-free treats, and low-calorie snacks — taste dry, bland, or synthetic.
   These products offer nutritional value but often lack emotional satisfaction and indulgent taste.
   
2. In the traditional indulgent segment:
   
   Cakes, cookies, and desserts deliver rich, comforting taste experiences, but are typically loaded with refined flour, sugar, preservatives, and additives — making them an occasional guilty pleasure rather than a daily treat.

Hachi's Solution:

• Taste-first healthy indulgences — rich cakes, crunchy cookies, satisfying granola.
• Built on millets (ragi) — tapping into India's heritage superfoods trend.
• No refined sugar, no preservatives — purely clean, real ingredients.
• Crafted for moments of craving — whether a late-night dessert, a 4PM pick-me-up, or a thoughtful gift.

Hachi 's Product Catalogue

Competitor Landscape

1. Direct Competitors (Similar Products: Healthy Bakes - Cakes, Cookies, Granola)

2. Indirect Competitors (Different Formats: Bars, Nuts, Chips)

Elevator Pitch

"Ever feel like healthy snacks are a punishment and desserts are a guilty secret?
Finding something that feels good — really good — without the crash or the guilt shouldn’t be so hard.

That’s where Hachi comes in.

Rich, satisfying treats — cakes, cookies, granola — crafted with ancient grains, premium nuts, and clean, honest ingredients. No refined sugar. No preservatives.

No compromises. No guilt. Just real, everyday indulgence you can feel good about."

Hachi's ICP

ICP Prioritization Table

​Understanding Core Value Proposition

Key Emotional Benefits

• Freedom to indulge without guilt or second-guessing.
• Emotional comfort from food that satisfies cravings authentically.
• Confidence that what they are eating aligns with their health goals.
• Small daily victories — choosing pleasure and wellness together.

Key Functional Benefits

• Made with ancient grains (ragi), premium nuts, and natural sweeteners.
• Zero refined sugar, zero preservatives, zero artificial additives.
• Rich taste and texture — designed to replace both dry “healthy” snacks and guilt-heavy desserts.
• Fits everyday consumption — snackable at 4PM slumps, late nights, post-gym cravings, and festive moments.

Market Trends & Tailwinds

1. Wellness is no longer a niche — it’s becoming everyday life.
   Urban consumers are moving beyond just counting calories.
   They're looking for food that feels good, fits their wellness goals, and satisfies their cravings too.
   
2. Healthy snacking is becoming normal, not exceptional.
   Search interest for "healthy snacks" has grown steadily by 15–30% between 2021–2024, especially among millennials and Gen Z.
   What was once a "fitness-only" conversation is now part of daily eating habits.
   
3. Premiumization is happening everywhere — including snacks.
   Consumers today are willing to pay extra for better ingredients, better stories, and brands that align with how they want to live.
   Premium everyday indulgence is no longer just about imported chocolates or artisanal coffee — it’s about smarter, cleaner choices at every small moment.
   
4. Gifting is shifting toward wellness too.
   Whether it's Diwali gifts, corporate onboarding kits, or birthdays — people don’t just want to give (or get) another sugar-loaded box.
   There’s a growing move toward thoughtful, health-forward gifting — gifts that show care without compromise.
   
5. Millets are riding a big positive wave.
   After the UN declared 2023 as the International Year of Millets, and with the Indian government pushing millet awareness, ingredients like ragi are no longer “old school” — they're now seen as smart, healthy choices for modern consumers.
   
6. The emotional side of food is getting stronger.
   Eating is no longer just about "fuel."
   Consumers are choosing foods that make them feel good emotionally and mentally — not just physically.
   

All of this creates the perfect moment for Hachi.
Taste-first, guilt-free treats made with clean, real ingredients — exactly what modern consumers are quietly searching for.

Market Sizing

🛠 TAM (Total Addressable Market)

• The Indian healthy snacking market is estimated at around ₹30,000 Cr (~$3.8B) as of 2023 (Statista, IMARC, ET Retail reports).
• This includes functional health foods, low-calorie snacks, protein bars, premium baked goods, etc.

📢 TAM = ₹30,000 Cr

🛠 SAM (Serviceable Available Market)

• Hachi is not targeting the entire healthy snacking audience.
• We are focusing on the premium, clean-label, wellness-conscious urban segment —
  the slice of consumers who prioritize ingredients, emotional satisfaction, and daily mindful indulgence.
• Based on market studies, this segment accounts for about 15–20% of the total healthy snacking market.

Thus:

• 15–20% of ₹30,000 Cr = ₹4,500 Cr to ₹6,000 Cr

📢 SAM = ₹4,500–₹6,000 Cr

This factors in:

• Urban concentration (Tier 1 and top Tier 2 cities)
• Premium willingness-to-pay
• Lifestyle alignment with Hachi’s emotional + clean-label positioning.

🛠 SOM (Serviceable Obtainable Market)

• Early-stage D2C brands, even with strong positioning, usually realistically capture ~0.5% to 2% of their SAM over the first few years.
• Given competition (Whole Truth, Open Secret, others) and Hachi's current brand awareness,
  we conservatively target ~1% of our SAM.

Thus:

• 1% of ₹4,500 Cr = ₹45 Cr
• 1% of ₹6,000 Cr = ₹60 Cr

📢 SOM = ₹45–₹60 Cr over the next 2–3 years

Acquisition Channel for Hachi

​

Selected Channels :

1. Litmus Test for CAC:LTV

At early stage, CAC : LTV should be minimum 1:3.

• CAC Estimate via Instagram Ads: ₹500–₹600.
• AOV: ₹800–₹1,000.
• Early LTV (assuming 2–3 repeats/year): ₹2,400–₹3,000.

Thus, early CAC:LTV expected is 1:4 to 1:5.
Good enough to start scaling Instagram Paid Ads aggressively.

⚡ However, this only holds if referral + organic growth improves retention alongside paid.

2. Primary ICP

Primary ICP: Wellness-Driven Urban Achievers

• Age 25–38, Tier 1 cities (Mumbai, Bangalore, Delhi NCR)
• Mindset: Health-focused but craving emotional satisfaction.
• Behavior: Fitness-conscious, clean-eating, premium spenders, Instagram active, care about lifestyle + aesthetic.

ICP B: Gifting-First Buyer (female and male)

• Age: 28–45
• Location: Metro + Tier 2
• Interests: Festive gifting, D2C snacks, gourmet hampers, “unique gift ideas”
• Pain point: Wants to gift something non-basic, premium, and health-respecting

Both segments are reachable on Reels with different creative and CTA strategy.

3. Selected advertising channel > Instagram

Instagram Captures Cravings at the Right Micro-Moments

Instagram is a "browse to feel" platform —
not a "browse to decide" platform like Google.

• Hachi’s products solve emotional cravings (comfort, reward, self-care) more than functional needs.
• Instagram is where users browse passively, seeking emotional stimulation.
• Cravings can be triggered instantly via rich visuals, storytelling Reels, and snackable Story ads.
• Hachi’s ICPs (urban wellness achievers aged 25–38) are native to Instagram’s culture — fitness, clean eating, lifestyle gifting, mindful indulgence.

Objective of the Campaign

To acquire high-intent first-time Hachi buyers by interrupting craving moments through visually indulgent Instagram Reels, static & story ads and converting them with guilt-free emotional resolution, focused on:

• Late-night snackers seeking indulgence without guilt
• Health-conscious buyers who don’t trust processed bars
• Gifting-first shoppers who want to give premium, clean indulgence

5. Value Proposition vs CAC Alignment

If Hachi sells “healthy snacks,” it competes with foxnuts and roasted chips = lower price anchor = higher CAC.

If Hachi sells “clean indulgent treats,”
it competes emotionally with premium gifting chocolates, artisanal desserts = higher value perception = lower CAC relative to ticket size.

Therefore, craving + emotional fulfillment will be the core paid advertising positioning —
not just "low sugar" functionality.

5. Audience segmentation & Messaging

6.Ad Formats & Visual Strategy

Hachi's creative strategy will span 3 primary formats, each serving a specific psychological and functional purpose in the funnel:

1. Instagram Reels (Top-of-Funnel: Pattern Breaking + Craving Trigger)

• Purpose: Top-of-funnel attention
• Creative Tactics:
• • Sound-on visuals (crunch, drizzle)
  • Emotional opening lines: “Still fighting your 9PM craving?”
  • Story arc: Problem → Guilt → Crave → Relief (Hachi)
• Hook Angles:
• • “Feels like dessert. Fuels like oats.”
  • “So good, you’ll forget it’s ragi.”

Ideal for “Wellness Cravers” and “Impulse Foodie Explorers”

2. Instagram Static Posts (Mid-Funnel: Trust Building + Ingredient Proof)

• Purpose: Give credibility after initial exposure
• Creative Tactics:
• • Side-by-side comparisons:
  • • Hachi vs regular cookie (visual: ingredient list clarity)
    • “What’s inside?” (Ragi. Almonds. No BS.)
  • Reviews & social proof:
  • • “5000+ happy snackers. No refined sugar.”
    • UGC testimonial cut-ins
• Caption Strategy:
• • Blend warmth + sharpness:
    “Tastes indulgent. Bakes clean. That’s the Hachi promise.”

Ideal for retargeting, educating new followers, and priming repeat views

3. Instagram Stories (Bottom-Funnel: Action Driving + Urgency)

• Purpose: Convert warmed-up audience via impulse + urgency
• Creative Tactics:
• • Countdown timers (“Next batch goes live in 3 hours!”)
  • Swipe Up: “Try Double Chocolate Granola — only 500 packs available”
  • Highlight gifting:
  • • Visual: Open box + message card
    • Line: “Not your average mithai. Order for Diwali.”

Ideal for converting “Gift Givers” and “Repeat Orders”

7. Testing Plan

• Test Reels intros:
  A/B hook lines
  • “Ever feel guilty eating dessert?”
  • “This isn’t a protein bar. It’s better.”
• Test Static image types:
  • Ingredient flatlays vs lifestyle imagery
  • Quotes vs before-after visuals
• Test Stories CTA tone:
  • Friendly: “Your cravings deserve better.”
  • Urgent: “Only 250 boxes left. Order now.”

8. Sample Static Ad Creatives

​

1. ​Program Name

We don't just ask users to refer.
We invite them to become part of a joyful movement — helping their friends snack smarter, feel better, and still love their cravings.

✅ Emotional mission, not transactional referral.
✅ Builds pride and belonging for the referrer.

2. Customer Trigger Points (When We Ask for Referrals)

3. Referral Incentive Structure

4. Personalized Sharing (Custom Message Option)

When users share their referral link, they can:

• Choose a sharing vibe: Funny, Caring, Foodie
• Write a small note (optional) when sending to a friend

Example:

"Hey, thought of you because this Double Chocolate Granola is the best thing I’ve eaten all week — and it’s actually healthy. You HAVE to try it!"

5. Physical Referral Reminder (Unboxing Moment)

Inside every Hachi order, include a small, beautifully designed Guilt-Free Gang Invitation Card:

• Front:

  "Loved every bite?
  Pass on the joy. Invite someone to the Guilt-Free Gang."

• Back:
• • Your personal referral code
  • QR code to share easily
  • Brief message:

    "Snack smarter. Feel better. Be Guilt-free — together."

6. Discovery Points for Referrals

Tracking and Gamifying Referrals

Once a customer enters the referral flow, Hachi needs to keep them emotionally engaged, not just mechanically sharing links.
To achieve this, we will build a live "Guilt-Free Gang" dashboard inside the user’s account —
a simple but powerful tracker that shows real progress towards rewards.

The dashboard will display:

• Referrals Sent: Number of friends invited through their link, keeping the momentum visible.
• Referrals Redeemed: Number of friends who actually placed an order, reinforcing impact and success.
• Guilt-free Coins Earned: The accumulated rewards available for redemption, creating a growing sense of tangible benefit.
• Guilt-free Coins Balance: Real-time balance they can use to get discounts on their next indulgence.

Every metric will update dynamically, giving users constant feedback — a small dopamine hit each time they open their account.
This taps into natural human craving for progress and validation, keeping the referral engine alive without nagging.

But tracking alone isn't enough.

We will layer a simple but powerful Milestone Reward System to gamify referrals further.
Instead of a vague "refer more and earn," users will have specific, achievable missions:

• On completing 3 successful referrals, the user unlocks an extra ₹250 bonus in Guilt-free Coins — an immediate, feel-good win.
• On reaching 5 successful referrals, they receive a Free Mini Treat Box (containing Double Chocolate Granola or Cookies) — a delightful physical surprise, creating an emotional unboxing moment.
• On 10 successful referrals, they unlock a Hachi Premium Hamper — a special curated box that feels aspirational and worth bragging about.

Each milestone will trigger an animated celebration inside the dashboard — confetti, playful messages like "You’re officially a Guilt-free Champion!" — making the referral journey feel alive and joyful.

Additionally, after every referral milestone, users will get the option to share their achievement socially —
for example:

"I just unlocked a Hachi Premium Hamper by spreading guilt-free cravings! 🎉 Join the Guilt-Free Gang and snack smarter!"

This turns individual rewards into social proof and subtle brand amplification.