PROJECT REPORT

1
By: Vineet Chauhan
 Our Vision Statement

“grow before you eat”

Making INDIA a self sufficient in the healthy food production by promoting clean and organic
food through the Indoor farming to the Urban population.
India is the sixth largest economy in the world with a population of 1.3 billion.

According to the Food and Agriculture Organization of the United Nations (FAO), approximately one-third of all
food produced in the world is lost or wasted.
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 How Smart Garden Works?

1. Innovative self-growing garden with built in sensors and Smart Soil takes care of your plants automatically.

2. Monitors water, light, and nutrient levels to make sure plants are getting everything they need, without pesticides,
hormones, or other substances.

3. Automatically delivers optimal amounts of water, oxygen, and nutrients to your plants so they thrive with zero effort on your
part.

4. Easy-to-use design means you just plug it in, add water, and let the Smart Garden take care of everything else.

Hydroponics or soil-less farming involves growing crops without soil, using only the mineral nutrients in a water solvent.
Another simple method used by Triton uses a balanced mixture of cocopeat, perlite and clay balls, instead of soil.
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https://www.youtube.com/watch?v=aKd5ydHdIcg
 Health benefits of Indoor gardening
✓ Absorb harmful gases and release oxygen

✓ Maintains humidity

✓ Fresh and pesticide free vegetables, herbs & flowers

✓ Better sleep

✓ Lower stress level

✓ Mental health improvement

✓ Better aesthetics and decoration

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 Target Customers
The target customer market for this business is "mid and high-income individuals and households
who are and wants to engage in gardening activity". There is a serious lack of knowledge around
the aspects of gardening like how much water needs to be provided and maintaining moisture,
heat and sunlight levels for different plants depending on the season. Another pain point for
working professionals who are interested in the maintenance of gardens is that they have very
limited time to spare for gardening. They need devices which can help them maintain beautiful
gardens without having to spend a lot of time.

With the demand for organic, local food

exceeding supply, and people choosing to live in
smaller spaces and urban environments, more
people will grow indoors.

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Market Potential

➢ Up to 42% Marketing opportunity

➢ Up to 56Cr Indian population

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 SWOT Analysis
Strengths
Weaknesses
• Innovative product
• No equivalent in the market • High initial cost
• Less energy consuming • Time to be spent on repairs after
• Less need for monitoring warranty
• Low space requirement
• Rich of nutrients
• Freshness of vegetables /
flowers
• Can be used as a home
decoration

Opportunities Threats
• Attractiveness • Substitutes (Vegetable market stalls)
• More attention can be • Dependence on electricity (Indoor
drawn from fresh food garden)
lovers • Cheap vegetables in the market
• Less competitors
• Hatred in chemical
fertilizers after arsenic
issue.
Business Threats
Appliance manufacturers — R&D and business units from many of the major appliance manufacturers,
from Arçelik to IKEA (who already developed a small, inexpensive unit) to Whirlpool are prototyping and assessing
the consumer indoor farming appliance space. As consumer awareness of this product/appliance category matures,
several of these manufacturers and brands will try to build their own devices/appliances, potentially spurring M&A
activity to the top category startups.

Business Insights

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 Business Model
The business model for this idea would involve three streams.

The first stream is, of course, the sale of the Smart Garden Device
Smart Garden devices.

The second stream will be providing plant

Plant Pods
pods.

The third one is to sale other gardening

equipment and material which may be Equipments / Accessories
required by a user. 9
 Proposed Range of Products

Model – 1 Model – 2
(3 plants) (9 plants)

Model – 4
Model – 3 (15 plants)
(12 plants)

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 Product Raw Material Cost Estimation
Model – 1 (3 plants) Model – 2 (9 plants) Model – 3 (12 plants) Model – 4 (15plants)
# Description Cost # Description Cost # Description Cost # Description Cost
1 Electronic Circuit 100.00 1 Electronic Circuit 200.00 1 Electronic Circuit 400.00 1 Marine Wood 3000.00
2 LED Light 600.00 2 LED Light 1080.00 2 LED Light 2400.00 2 Aluminium Frame 1000.00
3 Power Socket and Cable 100.00 3 Power Socket and Cable 100.00 3 Power Socket and Cable 250.00 3 Power Socket and Cable 250.00
4 U Shape Lid 16.85 4 U Shape Lid 50.55 4 U Shape Lid 67.40 4 Growing Module 2000.00
5 Germination Dome 9.50 5 Germination Dome 28.50 5 Germination Dome 38.00 5 LED Light 3000.00
6 Plant Cup 36.60 6 Plant Cup 109.80 6 Plant Cup 146.40 6 Water level indicator 50.00
7 Water level indicator 9.15 7 Water level indicator 9.15 7 Water level indicator 18.00 7 Plant Cup 183.00
8 Pot cover 64.27 8 Pot cover 149.96 8 Pot cover 257.08 8 Germination Dome 48.00
9 Pot / Water tank 250.00 9 Pot / Water tank 666.67 9 Pot / Water tank 2500.00 9 Lamp casing lower 250.00
10 Extension arm 58.45 10 Extension arm 175.35 10 Lamp casing lower 150.00 10 Lamp casing upper 250.00
11 Lamp casing lower 17.67 11 Lamp casing lower 53.01 11 Lamp casing upper 250.00 11 Wick 75.00
12 Lamp casing upper 31.31 12 Lamp casing upper 93.93 12 LED cover 75.00 12 Misc 1000.00
13 LED cover 6.20 13 LED cover 18.60 13 Wick 24.80 13 Motor 150.00
14 Wick 15.00 14 Wick 45.00 14 Packaging 60.00 Total RM Cost 11,256.00
15 Packaging 80.00 15 Packaging 160.00 15 Misc 400.00
16 Misc 205.00 16 Misc 314.48 16 Motor 150.00
Total RM Cost 1,600.00 Total RM Cost 3,255.00 Total RM Cost 7,186.68

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 Price List

# Item Type Price

1 Smart Garden Device - Model 1 3 plants 5,000.00
2 Smart Garden Device - Model 2 9 plants 10,000.00
3 Smart Garden Device - Model 3 12 plants 20,000.00
4 Smart Garden Device - Model 4 15 plants 33,000.00
5 Pods (pack of 1 pc.) Chilli, Basil, Tomato, etc. 200.00
6 Accessories Cutter, Wicks, etc. 100.00
 “Financial year *2020-21”
Considering sales of 30,000 units through E-Commerce channel.

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 Profit & Loss Statement
Model - 1 Model - 2 Model - 3 Model - 4
DESCRIPTION in Rs. in Rs. in Rs. in Rs.
Total Sales of Device 90,000,000.00 80,000,000.00 60,000,000.00 33,000,000.00
Total Sales of Pods (set of 3) 21,600,000.00 28,800,000.00 14,400,000.00 6,000,000.00
Total Sales of Equipments / Accessories 180,000.00 80,000.00 30,000.00 10,000.00
Total sales 111,780,000.00 108,880,000.00 74,430,000.00 39,010,000.00
less cost of Raw Material (device) 28,800,000.00 26,040,000.00 21,560,040.00 11,256,000.00
less cost of Raw Material (pods) 7,200,000.00 9,600,000.00 4,800,000.00 2,000,000.00
less cost of Raw Material (Equipments / Acc.) 45,000.00 20,000.00 7,500.00 2,500.00
Logistics, etc. 1,800,000.00 1,200,000.00 600,000.00 300,000.00
E-Commerce Margin (Amazon / Flipkart / etc.) 11,178,000.00 10,888,000.00 7,443,000.00 3,901,000.00
E-Commerce Customer Returns Loss 1,080,000.00 480,000.00 225,000.00
180,000.00 75,000.00
60,000.00
Warranty Cost 1,620,000.00 720,000.00 540,000.00
270,000.00 180,000.00
90,000.00
Total RM Cost 51,723,000.00 48,948,000.00 35,175,540.00
34,860,540.00 17,714,500.00
17,609,500.00
Gross PROFIT/net sales 60,057,000.00 59,932,000.00 39,254,460.00
39,569,460.00 21,295,500.00
21,400,500.00
18000 units 8000 units 3000 units 1000 units

Yearly sales from all 4 models = 33.4cr considering with a

Net profit of = 17.06cr by selling 30,000 units only.
 Fixed Expenses
Expenses
Sales & Marketing Exp. 3,600,000.00
Utilities (electricity, water) 120,000.00
Rent & rates 240,000.00
R&D Expenses 600,000.00
Repairs & maintenance 120,000.00
Insurance 100,000.00
Salary expenses 4,200,000.00
Interest 1,112,560.40
ERP System 96,000.00
Misc 120,000.00
Total expenses 10,308,560.40
 CAPEX (all 4 models)
CAPEX Model - 1 CAPEX Model - 2
# Equipments in Rs. Remarks # Equipments in Rs. Remarks
1 Packing machine - Available 1 Packing machine - Available
2 Conveyor for Assembly - Available 2 Conveyor for Assembly - Available
3 Storage Racks, Trolleys, etc. 300,000.00 3 Storage Racks, Trolleys, etc. 300,000.00
can be reduced by modifying can be reduced by modifying
4 Tooling Development 3,000,000.00 old tools 4 Tooling Development 4,000,000.00 old tools
5 Assembly Tools - Available 5 Assembly Tools - Available
6 Bar Code Machine - Available 6 Bar Code Machine - Available
Total Investment 3,300,000.00 Total Investment 4,300,000.00
Payback in 1 month Payback in 1 month
CAPEX Model - 3 CAPEX Model - 4
# Equipments in Rs. Remarks # Equipments in Rs. Remarks
1 Packing machine - Available 1 Packing machine - Available
2 Conveyor for Assembly - Available 2 Conveyor for Assembly - Available
3 Storage Racks, Trolleys, etc. 300,000.00 3 Storage Racks, Trolleys, etc. 300,000.00
can be reduced by modifying can be reduced by modifying old
4 Tooling Development 7,000,000.00 old tools 4 Tooling Development 3,000,000.00 tools
5 Assembly Tools - Available 5 Assembly Tools - Available
6 Bar Code Machine - Available 6 Bar Code Machine - Available
Total Investment 7,300,000.00 Total Investment 3,300,000.00
Payback in 3 months Payback in 4 months
*note: Molding tools for U shape lid, Germination dome, Plant cup, Extension arm, etc. will be common for all 4 models, hence
will reduce the Capex which is shown individually.
 Worst Case Scenario
Sales down by 50% and Raw material cost up by 10%.
Model - 1 Model - 2 Model - 3 Model - 4
PROFIT & LOSS in Rs. in Rs. in Rs. in Rs.
Total Sales of Machine 45,000,000.00 40,000,000.00 30,000,000.00 16,500,000.00
Total Sales of Pods 10,800,000.00 14,400,000.00 7,200,000.00 3,000,000.00
Total Sales of Equipments / Accessories 90,000.00 40,000.00 15,000.00 5,000.00
Total sales 55,890,000.00 54,440,000.00 37,215,000.00 19,505,000.00
less cost of Raw Material 15,840,000.00 14,322,000.00 11,858,022.00 6,190,800.00

Logistics, etc. 1,350,000.00 600,000.00 225,000.00 75,000.00

E-Commerce Margin (Amazon / Flipkart / etc.) 5,589,000.00 5,444,000.00 3,721,500.00 1,950,500.00
E-Commerce Customer Returns Loss 675,000.00 300,000.00 112,500.00 37,500.00
Warranty Cost 1,620,000.00 720,000.00 270,000.00 90,000.00
Total RM Cost 25,074,000.00 21,386,000.00 16,187,022.00 8,343,800.00
Gross PROFIT/net sales 30,816,000.00 33,054,000.00 21,027,978.00 11,161,200.00
9,000 units 4,000 units 1,500 units 500 units

Yearly sales from all 4 models = 16.7cr considering with a

Net profit of = 8.57cr by selling 30,000 units only.
 Worst Case Scenario CAPEX (all 4 models)
CAPEX Model - 1 CAPEX Model - 2
# Equipments in Rs. Remarks # Equipments in Rs. Remarks
1 Packing machine - Available 1 Packing machine - Available

2 Conveyor for Assembly - Available 2 Conveyor for Assembly - Available

3 Storage Racks, Trolleys, etc. 300,000.00 3 Storage Racks, Trolleys, etc. 300,000.00
can be reduced by modifying can be reduced by modifying
4 Tooling Development 3,000,000.00 old tools 4 Tooling Development 4,000,000.00 old tools
5 Assembly Tools - Available 5 Assembly Tools - Available

6 Bar Code Machine - Available 6 Bar Code Machine - Available

Total Investment 3,300,000.00 Total Investment 4,300,000.00

Payback in 2 months Payback in 2 months

CAPEX Model - 3 CAPEX Model - 4

# Equipments in Rs. Remarks # Equipments in Rs. Remarks
1 Packing machine - Available 1 Packing machine - Available

2 Conveyor for Assembly - Available 2 Conveyor for Assembly - Available

3 Storage Racks, Trolleys, etc. 300,000.00 3 Storage Racks, Trolleys, etc. 300,000.00
can be reduced by modifying can be reduced by modifying old
4 Tooling Development 7,000,000.00 old tools 4 Tooling Development 3,000,000.00 tools
5 Assembly Tools - Available 5 Assembly Tools - Available

6 Bar Code Machine - Available 6 Bar Code Machine - Available

Total Investment 7,300,000.00 Total Investment 3,300,000.00

Payback in 8 months Payback in 46 months

CAGR Report

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“considering CAGR 18.1%, the proposed sales for the
Financial year 2023-24”
Description in Rs.
Growth Rate 18.1%
Number of Periods 3.00
Sales in 2020-21 334,100,000.00
Sales in 2023-24 550,333,776.77
Pods Recurring Sales 253,163,878.80
Total Growth 803,497,655.57

Total sales = 80.3cr

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 Indian players in Indoor plant supplies

Revenue: $11.5M Revenue: $28.3M Revenue: $3.9M

Revenue: $6.2M

Revenue: $7.3M

Revenue: $10M

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 Major Global Players

Revenue: $2.5M Revenue: $2.0M

Revenue: $2.0M

Revenue: $1.0M
Revenue: $1.0M

Indian Brand

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 A short study on “Click & Grow”, the leading producer of smart indoor
gardens.
Click & Grow was founded by Mattias Lepp in 2009 and has shipped its
products to more than 500,000 (Five Lacs) customers around the world.
Click & Grow is headquartered in Tallinn, Estonia.

CLICK & GROW RAISES $11 MILLION IN INVESTMENT

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Company Name Click and Grow
Founded 2009
Employees 34
Origin San Francisco, California
Annual Revenue $8.22M
Website www.clickandgrow.com

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 This company has produced
Three lacs Eighteen thousand
Two hundred and Forty three
Devices in 3 years.

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 Technical Specifications of
Click and Grow Smart Garden
Basic Model of 3 plants.

Plant Pod Capacity 3

Width 300 mm
Height 210-470 mm
Depth 120 mm
Power Consumption 8W
Power Consumption Per Mo
3.8 kWh
nth
Water Tank Capacity 1.2 L
Color Options White, grey or beige 26
 Company Name Click and Grow
Founded 2014 Indian Reseller of CLICK and GROW, California
Employees 10
Origin Pune , Maharashtra
Annual Revenue Not available
Website www.growsmartgreenscom

Grow Smart Greens is an exclusive VAR of Click and Grow and brings to India the complete range of smart gardening solutions
and products.
A range of products inspired our team to bring the technology to India and share the love for a healthier lifestyle with the urban
residents.

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 Import/Export Data of Click and Grow company (USA only)
Sr. Per Unit Selling Price (source:
Month HS Code Description Loading Port Country Quantity Unit Shipper_Name More Details Purchase Price
No. (INR) amazon)

SMART GARDEN 9,WHITE,US P/N AK96-US1-02R SMA GARDEN 9,DARK

1 28-Sep-18 292149 58201, HONG KONG HK, HONG KONG 360 CTN 4648 WISE ALLY More 1,673,280.00 5,399,640.00
GREY,US P/N AK96-US8-02R . . .

2 20-Sep-18 292149 SMART GARDEN 9,BEIGE,US P/N AK96-US1-02R US P/N AK96-US8-02R . . . 58201, HONG KONG HK, HONG KONG 360 CTN 4772 WISE ALLY More 1,717,920.00 5,399,640.00

3 10-Sep-18 292149 360CTNS SMART GARDEN 9??WHITE,US P/N AK96-US16-US1-02R . . . 58201, HONG KONG HK, HONG KONG 720 CTN 4772 WISE ALLY More 3,435,840.00 10,799,280.00

SMART GARDEN 9,WHITE,US P/N AK96-US1-02R SMA GARDEN 9,DARK

4 15-Aug-18 292149 58201, HONG KONG HK, HONG KONG 360 CTN 4648 WISE ALLY More 1,673,280.00 5,399,640.00
GREY,US P/N AK96-US8-02R . . .

5 14-Jul-17 292149 SMART GARDEN 9, BEIGE,US P/N AK96-US1-01R . . 58201, HONG KONG HK, HONG KONG 360 CTN 4853 XXXXXXXX More 1,747,080.00 5,399,640.00

6 20-Jun-17 292149 SMART GARDEN 9,WHITE,US P/N AK96-US1-01R . . 58201, HONG KONG HK, HONG KONG 342 CTN 4545 XXXXXXXX More 1,554,390.00 5,129,658.00

CONTAINER NO UACU8412275 SEAL NO HLB 345068 SMART GARDEN

7 6-May-17 292149 58201, HONG KONG HK, HONG KONG 720 CTN 4853 XXXXXXXX More 3,494,160.00 10,799,280.00
9,WHITE,US P/N AK96-US1-01 R . . .

8 15-Apr-17 292149 720CTN SMART GARDEN,WHITE,US P/N AK16-US1-02 . . 58201, HONG KONG HK, HONG KONG 720 CTN 6968 XXXXXXXX More 5,016,960.00 10,799,280.00

TCLU4159977 4582.6KG 50.88CBM 196CTNS/ 588PCS4CTNS/ 492PCS

9 22-Mar-17 292149 58201, HONG KONG HK, HONG KONG 856 CTN 10240 XXXXXXXX More 8,765,440.00 12,839,144.00
SMART GARDEN 9, BEIGE,US P/N A K96-US7-01R . .

10 24-Feb-18 292149 SMART GARDEN 9,BEIGE,US P/N AK96-US7-02R . 58201, HONG KONG HK, HONG KONG 180 CTN 4545 XXXX More 818,100.00 2,699,820.00

11 2-Feb-18 292149 360CTNS SMART GARDEN 9??WHITE,US P/N AK96-US16-US1-02R . . . 58201, HONG KONG HK, HONG KONG 720 CTN 9545 XXXX More 6,872,400.00 10,799,280.00

12 360CTNS SMART GARDEN 9??WHITE,US P/N AK96-US16-US1-02R . . . 0.00 0.00

CNTR MOFU0663195 SEAL MOL572361M 268 CTNS 92CTNS SMART

13 10-Feb-18 292149 58201, HONG KONG HK, HONG KONG 720 CTN 9545 WISE ALLY More 6,872,400.00 10,799,280.00
GARDEN 9,BEIGE,US P/N AK96-US7 -02R . .

CNTR TCLU4416822 SEAL MOL 579401M 180CTNS CTNS SMART GARDEN

14 N/A 292149 N/A N/A 0 N/A 0 N/A N/A 0.00 0.00
9??DARK GREY,US P/N AK96-US8-02R . .

108CTNS SMART GARDEN,BEIGE,US P/N AK16-US7-0 -02R 108CTNS

15 14-Jan-18 292149 SMART GARDEN,BEIGE,US P/N AK16- US7-02R 252CTNS SMART GARDEN, 58201, HONG KONG HK, HONG KONG 0 CTN 13937 XXXX More 0.00 0.00
..

16 N/A 292149 SMART GARDEN,WHITE,US P/N AK16-US1-02R . . . N/A N/A N/A N/A 0 N/A N/A 43,641,250.00 96,263,582.00
28
52,622,332.00
 Hydroponic Startups in INDIA
• Hydroherbs (2017, Chennai): Integrated business for soil-less cultivation of vegetables & herbs and supply of produce
• Physiz (2017, Mumbai): Integrated solution for monitoring, management and control of indoor farms
• Greenilai Technologies (2016, Bangalore): Automated micro farming system for household hydroponic cultivation
• Rayyan Agro (2016, Sindhudurg): Hydroponic cultivation of vegetables
• Junga Fresh Green (2016, Delhi): Integrated business for soil-less cultivation of fruits & vegetables and supply of produce
• Crofters (2016, Chennai): Integrated Aqua gardening system
• The Bumi (2016, Bangalore): Connected hardware and software platform for garden cultivation
• Crop Stacks (2016, Panjim): Indoor farming solutions provider
• Sure Grow (2015, Coimbatore): Infrastructure solutions for commercial and household soil-less cultivation
• Macsxperts (2015, Bangalore): Vertical soil-less cultivation systems for commercial and household purposes
• GreenBeans (2015, Delhi): Infrastructure for urban hydroponics/greenhouse cultivation
• Sense It Out (2015, Pune): IoT controller for greenhouse management deployed as a service
• Bitmantis (2015, Bangalore): Smart solutions for Urban - health, safety and convenience
• capacloud (2014, Kolkata): Home vertical landscaping solutions
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• Future Farms (2014, Chennai): Developer and supplier of hydroponic based indoor agriculture systems
 Upcoming Products in Global Market
(Crowd Funded)
1. GrowChef - The first indoor hydroponics garden that actually gives harvest every single day. Any culinary herb now at hand.
https://www.kickstarter.com/projects/growchef/growchef-a-pod-of-greens-every-single-day

2. AVAGreens – Designed and made in Canada, this patent-pending smart indoor garden gives your plants a voice for the first
time. Unlike any other garden, your plants can finally tell you if they are too hot, need more water, or are ready to harvest.
https://www.avagrows.com/

3. Ogarden Smart - The perfect indoor gardening system - grows up to 90 fruits and veggies. Quick and easy, fully automatic and
beautifully designed.
https://www.kickstarter.com/projects/ogarden/ogarden-smart

4. Calla - Keep your herbs healthy all year round and enjoy fresh and creative cooking with Calla.
https://www.kickstarter.com/projects/940126036/calla-fresh-herbs-indoor-garden-0?ref=discovery&term=smart%20garden

5. CounterCrop - CounterCrop is the smart, self-contained indoor home garden that lets you grow great tasting greens right on
your countertop!
https://www.kickstarter.com/projects/548754341/countercrop-the-modern-way-to-grow-your-own-
food?ref=discovery&term=smart%20garden

& many more…

“Glimpse of the Models in Market”

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THANK YOU! 38