CHRIST (Deemed to be University) Bangalore

Team Name
Pioneer

Team Leader
Lydia R

Team members
Lydia R
Akhileshan P
Pranesh G
Nithin V
ABC Ltd is a global conglomerate that deals in FMCG products. India. They have
established a new division within their company called Innov8, which introduced a
new product line of sanitary napkins called Cloud. The Indian sanitary napkin market
size reached a value of almost USD 521.5 million in the year 2020. The market is
further expected to grow at a CAGR of 11% between 2021 and 2026 to reach a value
of almost USD 975.4 million by 2026. This E-commerce platform can be integrated
with the new product which is intergrated with the AI software which gets
information from the user and predicts.

Here, the user can update about their periodic cycle and their health conditions where
the application with Artificial Intelligence(AI), will help the user to predict the
upcoming cycle as well as they can customize the periodic cycle in par with the
requirements of the napkins (ie; the user gives the information about their cycle
(4days aprox) and their flow as in high, medium and low. The AI predicts their next
cycle and deliver the order two or three days prior to their cycle.This works in a
subscription model.

This model is currently not existing in the market, the competitors such as
stayfree,whisper, bella doesn’t have an e-commerce platform and there is no company
in this market which has prediction model with the supply of napkins.

Product: Sanitary napkins with AI intregrated prediction software

USP: Cotton, Rash or Acne free, Recyclable
Price: The price can be at Rs999 per year and Rs399 for 3 months.
Promotion: Influencer marketing
Place: Tier 1 and Tier 2 cities- D2C
Proposition: With AI integration it gets information from the customer and predicts
the upcoming cycle and also the requirements of pads can be customized.
Growth Plan: Product awareness, positioning of the product and diversification into
new product categories
Break even : Rs 2640000, from the 4th year Cloud would start making profits

Assuming a Rs1 Crore GMV and a 40% profit margin

Category % after margin Total Rs10 Crore GMV

Licensing 2.5% Rs 7,00,000

TPL 2% Rs 8,00,000

Marketing 2% Rs 8,00,000

Labour and
4% Rs 13,00,000
Warehouse

Manufacturing 25% Rs 23,00,000

Procurement 2.5% Rs 11,00,000

AI 2% Rs 30,00,000
Total 40% Rs 1,00,00,000