Investor Deck

Farm-to-Fork D2C startup delivering 100% chemical preservative free milk, dairy products
and farm-fresh vegetables and fruits, within 12 to 24 hours of milking / harvesting
Daily Fresh market is $130 billion with online adoption
rate of 1.15% and growing at 60% CAGR

Total Grocery Market Online Adoption Online Grocery

- $608 billion Rate - 0.7% - $4.2 billion
2021 Online Daily Fresh
Daily Fresh Essential* Online Adoption
- $130 billion Rate - 1.15% Essential*
- $1.5 billion
Daily Fresh Online Daily
Market CAGR Fresh Market
11.4 % CAGR 60 %

Online Daily Fresh

Daily Fresh Essential* Online Adoption
2025 - $200 billion Rate - 5% Essential*
- $10 billion

* Daily Fresh Essential market includes Dairy,

Vegetable & Fruits; It excludes Meat & Bakery
Desi Farms is focused on High Margin, High Growth ‘Modern
Dairy Products’ & ‘Premium Milk’ (~170,000 Cr market by 2025)
Market data for 2020 High Margin, moderate Growth Ice-cream High Margin, High Growth
7000 Cr
SMP (11500 Cr), Cream (3000 Cr) & Target Market
45% Whey (900 Cr) not shown Lassi
10,00,000 Cr (~ 150 billion USD)
Total Indian Dairy market 3500 Cr Premium Milk
40% UHT Milk Flavoured Milk 2000 Cr
8500 Cr 4000 Cr

Gross Margin
35% Butter Milk Yoghurt
2,20,000 Cr (~ $30 B) 3900 Cr 900 Cr
21% Organized Curd Cheese
30% 2000 Cr III IV 4500 Cr
Paneer
25% 1800 Cr
I II
49,500 Cr Butter
Target Market

Modern Dairy 20% 5600 Cr

Ghee
25000 Cr 2020 Market Size
15%
2,000 Cr Liquid Milk Traditional
Premium Milk 10% 128,000 Cr
Modern

5% 10% 15% 20% 25% 30% 35% 40% 45%

Growth Rate (CAGR)
Addressing the “Biggest Indian Dairy Consumer Challenge”
by offering Preservative & Chemical Free Dairy
Dairy is ~ 21% cost of urban household expenditure,
but consumer faces a serious health threat & trust deficit

Milk Adulteration Preservative

Over 70% of the milk is Preservatives added to enhance shelf

adulterated in the Country life, due to poor last mile cold food
Leading supply chain & high (2 to 6 days)
to delivery time

Demand for natural; chemical preservative free

dairy
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Desi Farms ‘Farm to Fork’ fully Integrated model
No middleman from milking to consumer; fully owned processing & Supply chain

Milking to Processing
& City Hub
(Temperature maintained <2 Deg
C & <-18 Deg C as required) 100% milk goes ISO 9001-2015
Sourced from organized certified Processing in Tailored Refrigerated
through 20 point
dairy only Ahmednagar (1 Lakh Ltrs delivery Vans
quality check per day Capacity)

Direct to Consumers

‘Direct to home’ Delivery Exclusive Outlets

(Online Sales) (Offline Sales)
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Differentiating over Competitors through unique
business model

• Focus: Milk Vs Value added products

• Market Strategy: Only Online Vs Online + Offline
• Business Model: Unique highly efficient last mile ecosystem through exclusive outlets
• 60% high Average Order Value (AOV)
• In Pune, daily revenue is similar with 75% less marketing budget & 60% less customers
Journey so far
• Monthly sale of 40.6 Lakhs.
100,000 Ltrs Plant in • Of this 28 Lakh was
Desi Farms Ahmednagar FY18-19 sale of Distributor sales
Sunil Shahi joins as
founded operational 4.3 Cr investor & mentor in
Nov 2019

May 2016 Nov 2016 March 2019 Oct 2019 • Business Pivot
to focus on “Modern
Dairy products/
Premium Milk” &
Dec 2019
“direct to
customers”.
• Stopped distributor
4Cr fund raise business
in June 2021
Mar 2022 Jan 2021 Jan 2020

• ARR – 16 Cr • ARR – 4.2 Cr • ARR – 1.4 Cr

• 50 Exclusive outlet • 10 FOFO outlet • 2 Exclusive outlet
• +4500 Online subscription • 1275 Online subscription • 410 Online subscription
customers customers customers
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Traction so far

Franchise Fee & Charges Monthly Revenue (in Rs Lakhs)

• 16 Cr ARR, grown 4X in last 12 months; 10X in 24 Online Sale
months Franchise Sale
YOY Revenue up 4X 130.6
• 30%+ Gross Margin
111.0 27.5
107.9
• 8000+ customers, over 50% on subscription, +25k app
download 26.5 31.0
84.6
42.6
• +60K orders home delivered monthly. Over 7 Lakhs 19.3

orders delivered in last 18 months 42.7 39.0

44.9 28.5
• 50 Exclusive franchise Outlets (FOFO); 43 in Pune & 7 34.7
in Navi Mumbai 22.8
60.5
18.4
36.8 38.7 41.0
11.3
• Over 48 Preservative Free milk & Dairy SKU 7.2 16.3
22.1
manufactured inhouse under stringent quality control 4.1
Jan'-20 Apr-21 Jul-21 Oct-21 Jan-22 Feb-22 Mar-22

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Execution Roadmap,
600Cr ARR, 15% EBIDTA

Exclusive Franchise Outlets Number of customers 180000 Exit Month ARR in Cr (Annualized
Subscription customers Revenue Rate)
300
Footfall customers 600
250
80000

110000
160 360

50000
60000
80 180
100000
45 30000
25000 60000 60
11 8370 14000 16
2140 4500 30000 4
800 3870 11000
2020-21 2021-22 2022-23 2023-24 2024-25 2025-26 1340
2020-21 2021-22 2022-23 2023-24 2024-25 2025-26
2020-21 2021-22 2022-23 2023-24 2024-25 2025-26
Team & Investors
Sunil Shahi Prateek Gupta Gopal Bhageria
Co-founder & CEO, Co-Founder & COO, Technology Stack Lead; 25
25 years Exp 19 years exp as Entrepreneur years Exp
B-Tech - NIT Hamirpur, Founded Desi Farms in 2016 B-Tech - NIT Hamirpur,
MBA - Kelley School of Business MBA – IIT Kharagpur

• Ex CEO & Board Member - Greaves Cotton Ltd,
Ampere Vehicles Pvt Ltd, Bestway Agencies Pvt Ltd. ,
Greaves Leasing & Finance Ltd
• Ex Director – Cummins Inc
Successful track in scaling business and driving profitable
growth. Led Greaves diversification into Non auto & E-
mobility space through both organic and inorganic route.
Sunil Shahi joined as investor in Dec 2019.
From Jan 2022 he took over as full time CEO
Aashish Tirpathi, Supply Chain
leader
10 years Exp, MBA – SJSMOM, IIT
Mumbai
Ex Cummins, TCS
Started his entrepreneurial journey at the age of
17 by founding Laxmi Industries which is one of
the largest Wire Mesh Manufacturer in
Maharashtra.
INVESTORS & MENTORS
Ashwath Ram, Managing Director –
Cummins India Ltd (16000 Cr in India,
Part of $25B Cummins Inc)
Sandeep Sinha, CEO – TAFE
(Worlds 3rd largest Tractor company,
~12000 Cr rev)
Niranjan Kirloskar, Managing
Director, Fleetguard Filters
Praneet Gupta, Partner
Bain Consulting
MD & Founder – Sujosu Technology
(tech start up in cloud platform development);
IBM Master Inventor with 40 US patents in AI,
Cloud, block chain, IoT, Smart grid)
Vijendra Yadav
CEO & Co-founder – Accops Systems
(a global leading tech provider)
Nagendra Sastri
Managing Director – Proclink
Venture Catalysts is India's No 1 & World No 3, startup
incubator backed by an angel network consisting of
CXOs, Corporate Executives and Family Offices
Comparable Transactions

Company Name Month of Funding Amount (INR Valuation in EV to ARR

Funding Cr) INR Cr Multiple

Country Delight March’22 498 4410 7x

Waycool Jan ‘22 840 3500 6.5X
Crofarm Feb’22 235 1000 9x
Ninjarcart Dec’21 1095 5600 6.5x
Fraazo Oct 21 350 2000 10x
Median 7.5X
Now Raising pre Series A – 9 Cr

This is bridge round for Series A of 40 Cr

Fund Utilization planned from Oct 2022

Bridge Round at Valuation of 60Cr Pre money.

Team built
up & Capex

25% This Runway to help achieve ARR of +50Cr

60%
Current round funds will be mostly utilised into
customer acquisition, tech building &
achieving an ARR of +50 Cr

Customer Acquisition 15%

Content Marketing, Commitment already received for 3.5 Cr (2.5Cr
Brand Promotion received & 1 Cr in Soft Commitment)
Backend & front end
Tech stack & Product
development

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Our Plant in Ahmednagar (set up in 2016-17)
• ISO 9001-2015 certified, located in Ahmednagar, Maharashtra, the highest cow milk producing district in Maharashtra
• Daily milk processing capacity of 100,000 liters/day
• Fully equipped test lab for inward milk checks
• Five tailored refrigerated delivery vehicles to maintain milk/milk products temperature below 2 Deg C

STATE-OF-THE-ART
MACHINERY Ahmednagar Plant Refrigerated Vehicles Cold Room

Testing Lab Milk storage tanks Hygienic work environment

Franchise Update – 24 exclusive outlets opened in last 6
months, 7 in Navi Mumbai (Total 50 Outlets in Pune+Navi Mumbai)
Back Up Slides
Field Marketing Campaign – 285 society events in last 6
months
Online Marketing Campaign - over 300 posts in last 6
months
https://www.instagram.com/desifarmsindia/?hl=en https://www.linkedin.com/company/desi-
farms/?originalSubdomain=in
https://www.facebook.com/desifarmsindia/
https://desifarmsindia.com/
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