Team Name: MythBusters

Maverick 1: Abhishek Dogra Year: 2nd Year

Maverick 2: Akanksha Singh Year: 2nd Year

Maverick 3: Govind Pradeep Year: 2nd Year

Campus: XIMB
Market Analysis
Ssssshhhhh.Dont Talk about It !!!
Sanitary
Do not touch pickle, do not exercise, do not wear white Only 12% of India's 355 million
Consumer Research Napkin Usage
menstruating women use
clothes and do not utter the word 'period. sanitary napkins
Proposed Idea Menstruation is Taboo Over 88% of women resort to
12% shocking alternatives like non
Religious Views
sanitised cloth, ashes and husk
Go to Market Menstruating women are traditionally considered sand
ritually impure and given rules to follow RTI
During menstruation, women are not allowed to enter
Financial Analysis Incidents of Reproductive Tract
the kitchen and temples, sleep in the day-time, bathe,
wear flowers, have sex, touch other males or females 70% Infection (RTI) is 70% more
common among these women

Issues with the existing Non-biodegradable Napkins Inadequate menstrual

Key Insight Dropout rate
432 million soiled pad waste is created per annum in India - enough to protection makes adolescent
The industry faces cover a landfill spread over 24 hectares girls (age group 12-18 years)
complexities at the 23% miss 5 days of school in a
ground level due to Additionally, it requires high amounts of fossil fuel energy to produce the month (50 days a year)
the stronghold of plastic for these products, resulting in a large carbon footprint Around 23% of these girls
actually drop out of school
the social taboo
No proper sanitation/disposal facilities in rural India may lead to disposal after they started
attached to periods Affordability
menstruating
near a water body
in India; There is an
ecological issue of Around 70% of women in India
The plastic would end up going into the soil already worsened due to 30% say their family can't afford to
increased carbon fertilizers and pesticides buy them
footprint (Source: Times
of India) Incinerating menstrual waste is a dangerous practice as it is linked to
 MARKET SHARE
Market Analysis
Sanitary Pads market As per census 2011, Indias total population: 121 Cr
14%
(India) : 2900 Cr INR 68.8% Rural Population : 83.3 Cr
Consumer Research 2% Urban Population : 37.7 Cr

Proposed Idea 56%

28%
Rural Population : 83.3 Cr
Male Population (Rural) : 427.9 million
Go to Market Female Population (Rural) : 405.1 million

PGHH J&J Unicharm Others

Financial Analysis
Penetration of Sanitary Products(India)
Target Segment
Urban 25%
Female in the Age group of 0-10 yrs.(Rural) : 79.99 m
Rural 6.7%
63.9% Female in the Age group of 11-50 yrs.(Rural): 260.67 m
Overall 15.8% Female in the Age group of 50+ yrs.(Rural) : 66.44 m
Key Insight
Reaching the Rural Market Leaders Analysis (PGHH) Challenges in Rural Penetration
segment of 260.67
million customers Strength Weakness
PGHH is reaching 4m- PGHH is not Affordability Awareness
at an affordable 5m school girls every present/strong at
price(Source : Census 2011, year through its the lowest
Motilal Oswal Securities Ltd. )
extensive category commoditized end
development program of the Feminine
(Parivartan) Hygiene market High Fixed Distribution
Cost Cost
Market Analysis Primary Research - Methodology Sample Profile
35
Research Objective To understand the attitude towards Menstruation Period 30
Consumer Research 25
20
Sample size 63 In depth Interviews Males 15
Research Design Females and Males Questionnaires 10
Online & Offline 5
Proposed Idea Across various age groups Females
0
12 yrs to 18 yrs - 30 yrs - 50 yrs +
Research Analysis Inferential Analysis 17 yrs 30 50 Yrs
Go to Market
Primary Research
Financial Analysis
Male attitude towards Menstrual Cycle (in %) Female Attitude towards Menstrual Cycle(in %)
Women should learn to talk openly about menstruation 85 Get the sanitary pads wrapped in newspaper while buying 75
Unaware till got their first period 62
Menstruation should not be referred to as a curse 81 Never ask male family member to buy napkin 60
In school sex education did not touch upon the subject 68 Avoid wearing white 58
Avoid any form of exercise 54
Feel more embarresed to buy a napkin than a condom 42 Feel uncomfortable watching sanitary napkin ads with 48
Still follow restrictions handed down from mother 41
Become uncomfortable at the mention of the word periods 28
Key Insight Family treat daughters as impure during periods 22
Primary research Primary Research Key findings for Rural Market
conducted and got
the consumer Women are reluctant to be seen buying sanitary Local Pads are in rectangular shape which are not
behavior pads from Male Shopkeepers stable

Most women do not use undergarments which Women use newspaper, cloth rags, leaves, hay and
poses a serious problem as the pads are of stick- on mud as alternatives which are uncomfortable and
variety cause irritation
Market Analysis Its not a taboo, its a commodity !!!
Consumer Research Our Idea : To create a social and sustainable enterprise for low cost biodegradable sanitary napkins
by bringing production closer to the rural customers aimed to Engage, Empower and Educate them

Proposed Idea Product Design Fluid-Permeable Layer

Bio-Non Woven Top Layer : Made from the same Advantage of
material as tea bags, this draws liquid away from Dettol Shuddhi
Go to Market the skin and into the pad Pad is that it can
Super-Absorbent Core easily be
Financial Analysis manufactured in
Banana Fibre Pulp : Easily available in India that
has high moisture absorption, anti-oxidant and smaller villages
bio-degradable using locally
sourced
Moisture Barrier materials and
without
Back Layer: Bio-Plastic is used to prevent Leakage sophisticated
from the back tools
Key Insight
Local production
and distribution can The bio-
Accessible ~100% Compostable degradable
disrupt the largely sanitary pad
under-served developed is
By setting up production units in The compostable Dettol Shuddhi pad
menstrual hygiene rural villages and urban slums, we is produced with locally sourced agri- affordable &
market aim to produce and distribute Dettol wastes. It is fully compostable and 50% cheaper
Shuddhi pads throughout villages aimed at solving rural and urban than average
and homes breaking the accessibility disposal issues all while ensuring retail price
barrier environmental sustainability point
Market Analysis The Approach

To ensure sustainability which includes livelihood creation,

Consumer Research product promotion and community awareness for a complete and
sustainable Menstrual Hygiene solution within prescribed quality
standards.
Proposed Idea
To empower the rural women and inherently promote financial
growth incurred by the economic base of the pyramid
Go to Market
The raw material used for the Each mini factory consists of
pads is derived from locally two machines and helps to
Financial Analysis available agricultural and plant generate employment for 14-
waste. 16 women directly

The mobile vans reach the Brand

champions at a common point One mini factory can provide
weekly to provide them new a hygienic menstrual
stocks and collect payments management option for 5000
women each month
Brand Champions
Women will act as agents of Mini factory is easy to operate and easy
change in their own communities to maintain. With basic training, women
by increasing the availability of can produce superior quality Sanitary
napkins pads Partnerships with NGOS, self-
by door to door selling help groups, local hospitals
by ensuring that behavior and The Business and volunteers to create
practice are changed awareness about hygienic
generates greater
Thereby ensuring lasting change practices
profit margin that is
and making the livelihood venture
a sustainable one returned to our
stakeholders
Market Analysis
360 promotion through mobile vans running
across villages showcasing series
Consumer Research awareness/publicity campaigns
Partnerships with Maa Tarini SHG Federation ,
Mahila Haat who have greater outreach in rural
Proposed Idea Identification of brand champions (only women)
who will go on to work as our sales distributors in
local village on incentive basis
Go to Market
Financial Analysis
Door to Door sales by our Brand Champions
Our brand champions will act as promotors,
educators and sales representatives
It will solve the issue of inhibition caused due to
presence of male shopkeepers which was identified
in the survey
Introduction of Vending Machines in school,
hospitals and other public institutions
Workshop/Talks in Urban regions to garner
volunteers for training/awareness
Pre Launch Phase
Gathering all residents through Gram Panchayat along with
of
the help of influencers(Female Doctor, Teachers etc.)
Workshops for education/awareness with free distribution
of refreshment, demonstration about use & disposal of the
product
Free sample distribution for 1 Period Cycle to encourage
familiarity with the product
Launch Phase
Promos with special focus on rural mothers
Dikhao Maa Apna Pyaar, Banao shuddh Apna Parivaar
Maa- Beti Shuddh Ghar Shuddh Gaon Shuddh
Getting enroled under the Government scheme of
Adolescent Reproductive and Sexual Health(ARSH) under
National Rural Health Mission(NRHM)
Post Launch Phase
Encourage our brand campions to continue
rendering their services by providing them
with other Dettol products as gifts
Introduce membership schemes for our
customers where member can avail various
incentives
Market Analysis Project Milestones
Creating Awareness, Training and Production Timeline
Consumer Research Feedback

Proposed Idea Concept Product Design Prototype Pilot Mass

Design Planning Review Building Production Production

Go to Market
Sept. - Oct Nov- Dec Jan.-March April-June July 2018- Sept-Oct.
2017 2016 2018 2018 August 2019 2019
Financial Analysis
Partnership with Maa Tarini Production Facility Set-up and
SHG Federation to create training of workers about the
awareness in Rural area machinery

Promotion and Distribution activities Timeline Promotional Mix

Method Impact Reach Cost

Pre-Launch Post-Launch
Launch Activities Print Ads
Activities Activities

Point of Sales
Sept 2017- July 2018- Aug 2019
June 2018 Aug 2019 onwards
Personal
Demos
Market Analysis Pilot Project : Odisha ( 10 Mini Factories) Awareness Cost
Census 2011(in Million) Line Item Particulars Units Cost Per unit YEAR: Cost
Consumer Research Odisha Population 4.19
Initial Training (5 Days)
Urban Population 0.7 Trainers' Man-hours
Rural Population 3.49 10 6000 60000
(includes traveling days)
Proposed Idea
Rural Men Population 1.76 10 2500 25000
Support Staff
Rural Women Population 1.73
10 3000 30000
Go to Market Rural Women < 10 0.34 Trainers' travel & TA
Rural Women > 50 0.28 10 5000 50000
Trainers' stay
Rural Women (10-50) 1.11
Financial Analysis No. of Pads required per Other Expenses 10 1000 10000
month 8 Miscellenous
Total Pads requirement in Expenses(gifts, free sample 10 400000
Rural per Annum 106.56 and awareness pamphlet) 40000
Volume captured by Dettol
Shuddhi 8% Total 5,75,000
Volume captured by Dettol
Shuddhi(in number) 8.5248 Add 10% for overheads 57,500
Key Takeaway Expected Market ( Number
Expected market in of people)(not in million) 88800 Grand Total 6,32,500
Odisha is 1.11
million customers
Assumption : Assumption :
8 pads are required per cycle by a women 400 women attend the awareness program at
8% of rural market share is captured by Dettol once
Shuddhi in the Pilot Project
 Income Statement
Market Analysis 2018 2019 2020 2021 Assumptions :
Total Market 106.56 118.2816 131.292576 145.7347594 Population growth is same
Captured by Dettol Shuddhi 8% as previous decade : 11%
Consumer Research Market 8.52 9.46 10.50 11.66 1 Packet = 8 pads
In INR Operation cost increased
Selling Price of Product 20 20 20 20 as per inflation i.e. 3.74%
Proposed Idea Volume Sold 85,24,800 94,62,528 1,05,03,406 1,16,58,781

Volume Sold(Packets) 10,65,600 11,82,816 13,12,926 14,57,348

Go to Market
Revenue 2,13,12,000 2,36,56,320 2,62,58,515 2,91,46,952
Material Cost(material cost in 1 Mini factory*10
factories in Odisha) 79,34,888 82,31,653 85,39,517 88,58,895
Financial Analysis AMC 200000 207480 215240 223290
Transport 800000 829920 860959.008 893158.8749
Salary
Detailed Analysis
Unit worker (200 rps/day)*16 workers 800000 829920 860959 893159
Supervisior (1/unit)(@15000rps/month) 1800000 1800000 1800000 1800000
Women Distributors(10 workers/unit)(@2% of packet
sold) 4,26,240 4,73,126 5,25,170 5,82,939
Electricity(2500 rps/month) 300000 311220 322860 334935
Rent(4000/month) 480000 497952 516575 535895
Key Takeaway Awareness Cost 632500 632500 632500 632500
Net Profit Margin is Other Expenses 30000 30000 30000 30000
positive for all Operating Income 79,08,372 98,12,549 1,19,54,735 1,43,62,181
expected years. This Depreciation of Equipment(@10%) 50806.2 50806.2 50806.2 50806.2
can be scaled up to
EBIT 78,57,566 9761742.589 11903929.27 14311374.71
other places in India
Tax(@12% GST) 9,42,907.90 11,71,409.11 14,28,471.51 17,17,364.97

PAT 69,14,658 85,90,333 1,04,75,458 1,25,94,010

Net Profit Margin 32% 36% 40% 43%
Thank You