Sagar Bhansali

• Responsible for setting overall direction of the company as well as product development & marketing activities

• Prior experience in product management with Siemens. Has versatile experience in India & middle east

• BE from University of Mumbai & MBA from Spjain Centre of Management. Obtained 2 gold medals for overall performance in MBA

Management Team

Aakash Agarwal

• Responsible for finance & operations activities of the company• Prior experience of working with a management consultancy with operations

in India , Middle east & Africa. • BE from University of Mumbai & Masters in Engineering management from

Duke University , USA. Currently pursuing final level CFA

Problem

Overuse of chemical fertilizers & change in climatic conditions (droughts) is creating havoc

for farmers , consumers & environment

Solution

Biochar + nutrients = Anulekh = 2nd Green Revolution

• Our organic (non-chemical) product rejuvenates soil by altering chemical , physical & biological characteristics

• Farmers earn additional income by reducing input costs (fertilizer, water) & increasing income (growth in yield)

Marketing plan

Agriculture

Landscaping , golf parks , sports fields

Home gardens , Nursery

Horticultural crop farmers

Cash crop farmers

Individual conventional crop farmers

Organic farmers Organic Organic

Corporate & contract farmers C & C C & C

* Diagram not drawn to scale

Customer Acquisition Strategy

Corporate Farmers

• Direct sales• Free samples , University testing reports & roadshows to

attract corporate / contract farmers• Offer bulk discounts since distribution costs will be lower• R&D to produce Biochar catered to individual corporate

needs

Individual Farmers

• Sell Biochar using existing distribution network for fertilizers• Free samples to develop proof of concept / demo plots /

roadshows• Tap opinion leaders such as panchayats , crop associations ,

co-operatives

Market Size

Rs 20,000 Crore

• This figure is for only Maharashtra & Gujarat• Total area under cultivation for horticulture & cash

crops is app 235 lakh acres in Gujarat & Maharashtra• Average selling price of Rs 10,000/tonne is considered• Application rate of 1 ton/acre/year is considered

*source internet

Typical Customer

• Horticultural farmer , Cash crop farmers• Part of the produce is exported• Uses irrigation water & chemical fertilizers• Age 25-35• Located in Maharashtra & Gujarat• Male• Literate & has done basic schooling• Married• Has above average income level• Has access to a mobile phone• Willing to experiment new things in order for future gains - “ Early

adopter”

Competition

None in India as of now = 1st mover advantage

Challenge will be to educate customers & create a market

Potential competitors in future :

• Substitute organic products • Fertilizer companies• Other agri-input companies• International Biochar makers• Startups

Monetizing by-products

• Generate renewable energy – off the grid or on the grid (big scale) – significant additional capex required

• Heat generated during process can be supplied to nearby industry• Refrigeration plants to setup cold supply chain in rural areas• Activated carbon for use in chemical , pharma industry• Bio-coal used for industries which currently use coal • Bio-oil can be further processed as a energy source or fuel

additive

Depends on size & location of plant

Current stage - Validation

Validation

• Giving free samples to farmers for testing on land• Tie up with agricultural universities for joint research &

field trials• Interest shown by Nurseries in Pune & Mumbai to stock

Biochar for landscaping & home gardening applications• Approaching contract farmers

Discovery

Validation

Efficiency

Scale

Sustain

Conservation

Risks and Mitigation

Risk Mitigation

Slow adoption by farmers Speak to decision influencers such as Panchayat and give free samples

Product does not make cost-benefit analysis to farmers

Target high value crops initially and eventually bring down price

Unavailability of feedstock Long term contracts with processors , setup own procurement channel

Competitors with deep pockets enter market

Create brand loyalty and focus on Research and Development

Monetizing byproducts such as power proves to be difficult

Create business model independent of monetizing of byproducts

P & L (1)

P & L (2-3)

P & L (3-3)

Investments Made

Investment Summary

• Total investment till date – INR 3.5 lakh & counting

• Source – Bootstrapping

Funds requirement & deploymentPhase 1 : Rs 2.5 Crore

• Capex to Setup 1st mini plant & fund operations for 2 years

• Extensive R & D • Hire key personnel• Cover marketing & admin expenses

Phase 2 : Rs 20 Crores

• Capex to Setup other plants• Further invest in R & D • Brand building• Setup franchisee model for scaling of decentralized

manufacturing

Milestones to be achieved after funding

• Completion of validation stage

• Product development

• Identification of crops, soil types, regions which will be ideal targets for our product

• Basic distribution network in place for a few districts

• Formation of solid team

• Setting the stage for growth stage