New Retail

The Integration of Online, Offline, Logistics and Data across a single Value Chain
Team

Founders

Key Investors

2
 Managed
Fulfillment
own last mile customer satisfaction

3
 Starting with $42B Organized Lifestyle Retail in India
50%
1st Party Online
- Driven primarily through partnerships
25% 35% - Highly fragmented market of partners
- Warehouse as only/primary stockpoint

25%
3rd Party Online
- Driven through Myntra/Jabong
15% - Used as liquidation channels for old stock
- Inventory model as primary mode of partnerships

Loss of Sale in Store

- No current player that competes with Fynd Store
- Potential Monopoly if captured fast

Data Driven Sales in Store

- Loyalty the only contributor to this at present
- Data driven influencing is potentially limitless

30%
Target Share of Store Sales
Across all Distribution Channels

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Significantly Changing the Economics for Retailers
Currently assets segregated into independent silos to serve different demand channels

Offline Online

Company Owned Franchisee 1st Party 3rd Party

Marketplace Inventory
Model Model

Multi Brand Outlet Wholesaler/Distributor

Scaling for these “pseudo-centralized” supply points is linear in terms of

warehousing square-footage and stocking density, both of which are,
Linear Cost Drivers
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Centralized Aggregation & Distribution of Supply

API Consumption Channels

Launch In:
Brand Web E-Comm
Oct 2017
Partner

Consolidated Supply

In-Store Retail Channel

Catalogue Warehouse Live Since:

Feb 2017

Multi Brand Single Brand

Direct to Consumer Channel

Live Since:
Jan 2016
Fify

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5 years of Bridging Physical-Digital Retail
2012 Dec Launched Shopsense, instore customer engagement solution in Diesel, Mumbai

2013 May Built Big Bazaar Direct, an agent driven ecommerce platform for Future Group
Aug Launched Shopsense in Being Human, Mumbai. Monthly SAAS model. Engaging 30%+ walk-ins

2014 Jan Scaled up Shopsense in Being Human all over India. Launched Shopsense in Nike, US Polo Assn, Flying Machine, others
Mar Pilot of Shopsense with Giordano in Dubai and Abu Dhabi

2015 Aug Pivot from Shopsense to . From Instore Customer Engagement to Omnichannel Store Driven ECommerce

2016 Jan Launch of Fynd, Store Driven ECommerce in Mumbai

Jun Scale Up of Fynd ECommerce Channel to fulfill all over India. Driving 3-4% of store sales for the top 20% of brands

2017 Jan Launch of Store, instore omnichannel platform. Driving 12-15% of store sales
Aug Pilot launch of Open API with Smart Shop in 120k retailers

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Key Supply Snapshot
Brands
Deep relations with India’s top fashion retailers and brands

116k Styles | $ Value of Stock*

India’s largest in-season inventory

7k Real-time Stores | 119M Stock

India’s only company with such access at scale

Cities Fulfilled From

Covering all Tier 1 & major Tier 2 cities, and counting

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Integrations with Existing Retail Data Systems
ERP: Global Inventory

Point of Sale: Store Inventory

Delivery Integration CRM: Loyalty

Only company in India to achieve integrations at scale across systems

Time, effort and these non-trivial integrations create a significant entry barrier for others

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 Revenue Model: Commission on Transactions

API Consumers

Comm: X%
Consolidated Supply

Consumer Demand
Catalogue Warehouse
In-Store Channels

Comm: X%

Multi Brand Single Brand

Direct to Consumer Channel

Comm: X%

NOTE: Potential to increase commissions from sellers by an additional X% 10

 Roadmap
We are continuously working towards improving our offerings and technology to provide a better
customer shopping experience and a more efficient platform

Business Operations Engineering

Category Expansion:
3 Hr Delivery Data Products
Kids, Beauty, Decor

Fynd Store International Pilot Trends based Mix & Match

Try & Buy

Personalised Contextual
Product Bid Ads
Vision Search

Visual Search In-App Chat

NOTE: Above list is only representative, not exhaustive. Discovery of products and opportunities is ongoing 11
High Level System Architecture
Supply Side Network Effects
More
Larger
7 Brands/ 1
Inventory Feed
Retailers

Better Inventory
2
Understanding
Better
5 Larger Share of 6 Fulfillment
Pocket Optimization
More
3
Distribution
Channels

4 More Sales

Ensures stickiness and relevance of Fynd to the brand/retailer,

and to the various distribution channels/partners
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Internet Enabled Companies...

1.0 (1990s)

Creating large scale independent and new supply chains

Amazon, Alibaba

2.0 (2000s)

Seamlessly connecting disparate sources of engagement

Facebook, Google

3.0 (2010s)

Leverage significantly under-utilized existing assets

Airbnb, Uber

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 Existing Supply is Massively Under-Utilized

14 M drive 97% of $1.3T

physical stores Physical retail market share 2020E Total Retail Spend

Today, at any given time

7.5 M carry 6.3B worth $55B

lifestyle stores SKUs

Full price sell-throughs at the store level have fallen below 50%. Massive need to unlock
more distribution channels to inventory in store.

NOTE: Similar market fragmentation exists in East Asia, South East Asia and Middle East & North Africa 24
Fashion for the Now Generation

Fulfillment

Real-Time Discover, Browse

Inventory Order, Pay

Returns

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Unit Economics
Fynd Fynd Store

Product Value Rs.X Rs.X Discounts given by the brand

Comm. Rs.X Rs.X Target Commission over time: ~X%/~X%

Fee +Rs.X +Rs.X

Payment Fee X% -Rs.X -Rs.X

Delivery Cost (+ Returns) -Rs.X -Rs.X Cost reduces at larger volumes

Packaging -Rs.X -Rs.X

Margin X-X% +Rs.X +Rs.X

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 Fynd D2C Growth
Consistently growing at X% m-o-m. Strong first and second level metrics with positive unit economics

Xk Rs. XCr
Monthly Orders Monthly Sales

X% X
Contribution Margin 1 Post Order NPS

XM X%
Monthly Active Users Returns + Rejections

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 Fynd Store Growth
Consistently growing at X% m-o-m. Strong first and second level metrics with positive unit economics

Xk Rs. XCr
Monthly Orders Monthly Sales

X% Rs. X
Contribution Margin 2 Avg. Order Value

X X%
Stores Share of Store Sales

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Impact on Store Sales
Across Fynd & Fynd Store, we contribute X% of a store sales, making us a supremely valuable partner

Launched on Fynd: Mar 2016 Launched on Fynd & Fynd Store: Mar 2016 Launched on Fynd & Fynd Store: Feb 2017

- X Stores - X Stores - X Stores

- X Cities - X Cities - X Cities

- X Styles (X% Catalog Coverage) - X Styles (X% Catalog Coverage) - X Styles (X% Catalog Coverage)

Launched on Fynd Store: Aug 2017 X% of Store Sales X% of Store Sales

- X Stores
- X Cities

X% of Store Sales

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Fynd vs ECom 1.0

Continued Focus on Focus, for increasing profitability,

No Inventory - No Warehouse is on Private Labels
Zero Supply Side Risk Design Risk | Sell-Through Risk | Brand Building

Scale requires No Capacity Building Capacity building precedes scale

Category-wise, Geography-wise Inventory, Fulfillment Centres

Positioning always on Positioning for mass continues to be

Convenience, Quality, Variety Discounting
Profitable, Loyal Customers High CAC customers

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Deep Tech Enables Us to Grow Exponentially
GoFynd.io Open
Innovation

Continuous work on next generation of Products & APIs

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O2O Fulfillment Across India
Target Population Coverage
Rest of India: 2-5 Days
11%

20%

30%
Satellite City: Next Day

39%

Intra City: 8 Hours

4km: 4 Hours

Utilize the closest stock point strategy to fulfill

Piggyback on growing last mile delivery infrastructure
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 Organization Design

- Designed for large engineering

teams

- Tied closely with key

business/customer metrics
- Complete access to all internal
data sources
- Total Team Size: 83

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