Pre COVID COVID Current

Grocery 29% 40% 48%

Convenience 33% 40% 33%
E&D 24% 11% 14%
86% 91% 95%

Consumption Point Available outlets Total Ind. Coverage

Lakhs Lakhs
Grocery Urban 50 35
Rural 70 30
Convenience Urban 1.5 1.45
Rural 0.2 0.2
E&D Urban 30 15
Rural 40 10

Ind. Avg. (Sales/month) HBL (Sales/month)

Consumption Point (in Cr.) (in Cr.)

Grocery Urban ₹ 630.0 ₹ 320.0

Rural ₹ 120.0 ₹ 25.0
Convenience Urban ₹ 725.0 ₹ 390.0
Rural ₹ 50.0 ₹ 15.0
E&D Urban ₹ 450.0 ₹ 250.0
Rural ₹ 200.0 ₹ 45.0
Total ₹ 2,175.0 ₹ 1,045.0
 0.026070481242895 0.02996733212341
0.006517620310724 0.00749183303085
0.343656343656344 0.27157894736842
0.171828171828172 0.13578947368421
0.021657509157509 0.02640350877193
0.012994505494506 0.01584210526316

Ind. Avg. HBL avg.

HBL coverage Sale/outlet/month Sale/outlet/month One time cost of acquisition
Lakhs Rs. Lakhs Rs. Lakhs Rs. Lakhs
16 0.018 0.02 0.05
5 0.004 0.005 0.01
1.3 0.5 0.3 0.3
0.1 0.25 0.15 0.2
5 0.03 0.05 0.1
1.5 0.02 0.03 0.05

Ind. Avg. (Sales/yr) HBL (Sales/yr) Market Share

(in Cr.) (in Cr.)

₹ 7,560.0 ₹ 3,840.0 51%

₹ 1,440.0 ₹ 300.0 21%
₹ 8,700.0 ₹ 4,680.0 54%
₹ 600.0 ₹ 180.0 30%
₹ 5,400.0 ₹ 3,000.0 56%
₹ 2,400.0 ₹ 540.0 23%
₹ 26,100.0 ₹ 12,540.0 48%
Competition pressure factor Average activation cost vs sales increase
Cost (Rs. Lakhs) Min threshold for activation (Rs. Lakhs) Sales increase %
1.2 0.005 0.005 15%
0.8 0.001 0.001 30%
1.5 0.1 0.3 10%
1 0.02 0.1 20%
1.75 0.01 0.1 5%
1 0.002 0.02 5%
 Pre COVID COVID Current
Grocery 29% 40% 48%
Convenience 33% 40% 33%
E&D 24% 11% 14%
86% 91% 95%

Consumption Point Available outlets Total Ind. Coverage HBL coverage

Lakhs Lakhs Lakhs
Grocery Urban 50 35 16
Rural 70 30 5
Convenience Urban 1.5 1.45 1.3
Rural 0.2 0.2 0.1
E&D Urban 30 15 5
Rural 40 10 1.5

Ind. Avg. (Sales/month) HBL (Sales/month) Ind. Avg. (Sales/yr)

Consumption Point (in Cr.) (in Cr.) (in Cr.)

Grocery Urban ₹ 630.0 ₹ 417.13 ₹ 7,560.0

Rural ₹ 120.0 ₹ 32.59 ₹ 1,440.0
Convenience Urban ₹ 725.0 ₹ 446.75 ₹ 8,700.0
Rural ₹ 50.0 ₹ 17.18 ₹ 600.0
E&D Urban ₹ 450.0 ₹ 108.29 ₹ 5,400.0
Rural ₹ 200.0 ₹ 19.49 ₹ 2,400.0
Total ₹ 2,175.0 ₹ 1,041.4 ₹ 26,100.0
 Ind. Avg. HBL avg.
Sale/outlet/month Sale/outlet/month One time cost of acquisition Competition pressure factor
Rs. Lakhs Rs. Lakhs Rs. Lakhs
0.018 0.026 0.05 1.2
0.004 0.007 0.01 0.8
0.5 0.344 0.3 1.5
0.25 0.172 0.2 1
0.03 0.022 0.1 1.75
0.02 0.013 0.05 1

HBL (Sales/yr) Market Share

(in Cr.)

₹ 5,005.53 66%
₹ 391.06 27%
₹ 5,361.04 62%
₹ 206.19 34%
₹ 1,299.45 24%
₹ 233.90 10%
₹ 12,497.17 48%
 Average activation cost vs sales increase
Cost (Rs. Lakhs) Min threshold for activation (Rs. Lakhs) Sales increase %
0.005 0.005 15%
0.001 0.001 30%
0.1 0.3 10%
0.02 0.1 20%
0.01 0.1 5%
0.002 0.02 5%
 Pre COVID COVID Current
Grocery 29% 40% 48%
Convenience 33% 40% 33%
E&D 24% 11% 14%
86% 91% 95%

Consumption Point Available outlets Total Ind. Coverage

Lakhs Lakhs
Grocery Urban 50 35
Rural 70 30
Convenience Urban 1.5 1.45
Rural 0.2 0.2
E&D Urban 30 15
Rural 40 10

Ind. Avg. (Sales/month) HBL (Sales/month)

Consumption Point (in Cr.) (in Cr.)

Grocery Urban ₹ 630.0 ₹ 479.48

Rural ₹ 120.0 ₹ 37.46
Convenience Urban ₹ 725.0 ₹ 353.05
Rural ₹ 50.0 ₹ 13.58
E&D Urban ₹ 450.0 ₹ 132.02
Rural ₹ 200.0 ₹ 23.76
Total (95%) ₹ 2,175.0 ₹ 1,039.3
Total (100%)
 Ind. Avg. HBL avg.
HBL coverage Sale/outlet/month Sale/outlet/month One time cost of acquisition
Lakhs Rs. Lakhs Rs. Lakhs Rs. Lakhs
16 0.018 0.030 0.05
5 0.004 0.007 0.01
1.3 0.5 0.272 0.3
0.1 0.25 0.136 0.2
5 0.03 0.026 0.1
1.5 0.02 0.016 0.05

Ind. Avg. (Sales/yr) HBL (Sales/yr) Market Share

(in Cr.) (in Cr.)

₹ 7,560.0 ₹ 5,753.73 76%

₹ 1,440.0 ₹ 449.51 31%
₹ 8,700.0 ₹ 4,236.63 49%
₹ 600.0 ₹ 162.95 27%
₹ 5,400.0 ₹ 1,584.21 29%
₹ 2,400.0 ₹ 285.16 12%
₹ 26,100.0 ₹ 12,472.19 48%
₹ 13,128.62

Activation Budget ₹ 263

Acquisition Budget ₹ 394
Competition pressure factor Average activation cost vs sales increase
Cost (Rs. Lakhs) Min threshold for activation (Rs. Lakhs) Sales increase %
1.2 0.005 0.005 15%
0.8 0.001 0.001 30%
1.5 0.1 0.3 10%
1 0.02 0.1 20%
1.75 0.01 0.1 5%
1 0.002 0.02 5%
HBL Sales in Rs. Cr. Pre COVID COVID Current
Grocery ₹ 4,140.0 ₹ 5,396.6 ₹ 6,203.2
Convenience ₹ 4,860.0 ₹ 5,567.2 ₹ 4,399.6
E&D ₹ 3,540.0 ₹ 1,533.4 ₹ 1,869.4

HBL Sales (Rs. Cr.)

7,000
6,000 Grocery has increased
5,000 Convenience store and E&D decrease
4,000 Conv. Store peaked during COVID as pe
3,000
2,000
1,000
0 HBL Sales (R
Pre COVID COVID Current
14,000
Grocery Convenience E&D
12,000
10,000
8,000
HBL Sales in Rs. Cr. Pre COVID COVID Current 6,000
Urban ₹ 11,520.0 ₹ 11,666.0 ₹ 11,574.6
4,000
Rural ₹ 1,020.0 ₹ 831.2 ₹ 897.6
2,000
0
Pre COVID COV

Urban R

Current Sales (Rs. Cr.) Current Sales (Rs. Cr.)

Grocery ₹ 6,203.2
Others
Convenience ₹ 4,399.6 5%
E&D ₹ 1,869.4
E&D
Others ₹ 656.4 14%

Grocery
47%

Convenience
34%
 HBL Sales per year Pre COVID COVID Current
Grocery Urban ₹ 3,840.0 ₹ 5,005.5 ₹ 5,753.7
Rural ₹ 300.0 ₹ 391.1 ₹ 449.5
ConvenienceUrban ₹ 4,680.0 ₹ 5,361.0 ₹ 4,236.6
Rural ₹ 180.0 ₹ 206.2 ₹ 162.9
E&D Urban ₹ 3,000.0 ₹ 1,299.5 ₹ 1,584.2
Rural ₹ 540.0 ₹ 233.9 ₹ 285.2

as increased
nce store and E&D decrease
re peaked during COVID as people started hoarding supplies

HBL Sales (Rs. Cr.) HBL Sales (Rs. Cr.)

12,800
14,000
12,600
12,000
12,400
10,000
12,200
8,000 12,000 Rural
Urban
6,000 11,800
4,000 11,600
2,000 11,400

0 11,200
Pre COVID COVID Current
11,000
Pre COVID COVID Current
Urban Rural

ent Sales (Rs. Cr.)

Others
5%

Grocery
47%

nce
Rural was more affected by COVID
Rural Share decrease Maybe due to supply chain issues
Products
IC packs
Mobile packs
Large packs

*Focus should be on IC and mobile packs. This will icnrease sales in rural regions

Tagline: "Happiness wali feeling"

derived from
Open Happiness Taste the feeling

*Marketing campaign focused on Females Try to find the market share of males vs females
Segment Market Value
Bottled water 16000
Non-Alcoholic Bevera
Sparkling drinks 18000 Stagnant growth
Juices 10000 15-16% CAGR
Juices
23%

Bottled wate
Country Soft Drink consumption per capita 36%
US 1500
Germany 1200
Brazil 550 Sparkling drinks
41%
India 70

Soft Drink consumption per capita (in

bottles)
1600
1400
1200
1000 Company
800 HBL
PCL
600
Others
400
200
0
US Germany Brazil India
Non-Alcoholic Beverage Industry

Juices
23%

Bottled water
36%

Sparkling drinks
41%

Market Value
Others
28%
Market Value
52%
20%
28% HBL
52%

PCL
20%