Total Weight (in tonnes) 200000

Market Share Price (per 100 g)Weight (In Tonnes)

Take-You-To-The Cleaners 28.54% 7.20 57080
Wishy-Washy 23.47% 7.00 46940
Eyewash 11.85% 7.70 23700
Hogwash 9.58% 7.20 19160
Hath Ki Safai 7.39% 8.00 14780
Pair Ki Safai 7.38% 7.00 14760
Wash Out 5.47% 6.50 10940
India vs England (Dhulai) 1.54% 7.50 3080
95.22% 190440

% Sales in Town Categories

Villages Towns Cities
Take-You-To-The Cleaners 29.80% 34.00% 36.20%
Wishy-Washy 4.71% 35.43% 59.86%
Eyewash 7.46% 45.32% 47.22%
Hogwash 12.32% 32.34% 55.34%
Hath Ki Safai 12.41% 39.17% 48.42%
Pair Ki Safai 29.34% 42.32% 28.34%
Wash Out 26.12% 51.23% 22.65%
India vs England (Dhulai) 55.13% 34.00% 10.87%

% Sales in Income Categories

LIG MIG HIG
Take-You-To-The Cleaners 3.20% 32.20% 64.60%
Wishy-Washy 8.45% 37.23% 54.32%
Eyewash 12.21% 34.23% 53.56%
Hogwash 16.32% 41.34% 42.34%
Hath Ki Safai 18.35% 43.23% 38.42%
Pair Ki Safai 65.34% 22.32% 12.34%
Wash Out 31.12% 41.23% 27.65%
India vs England (Dhulai) 67.13% 14.00% 18.87%

Net Profit Margin 6%

P/E 32

Price (per 100 g)Retailer Margin Retailer %

Take-You-To-The Cleaners 6.60 0.26 3.94%
Wishy-Washy 6.30 0.27 4.29%
Eyewash 6.90 0.42 6.09%
Hogwash 6.30 0.33 5.24%
Hath Ki Safai 7.25 0.56 7.72%
Pair Ki Safai 6.50 0.33 5.08%
Wash Out 5.90 0.32 5.42%
India vs England (Dhulai) 6.75 0.73 10.81%

MRP Cost+Earning+Distributor Margin+Retailer Margin

Net Profit Margin Profit after taxes/ revenue

Cost of Trial 7 Rs./household

Population of India 125 crores
Households 25 crores
1% trial 0.25 crores
OPEX 1.75 Rs. crores

Increase in Trials (PKS) 4%

Increase in Trials (Wash Out) 2%

Trials Retention Rate Market Share

Pair Ki Safai 3.00% 51.14% 1.534%
Wash Out 2.00% 42.63% 0.853%

For PKS,
Discounting rate 9%
Growth Rate 2% 20
105
Year FCV Discount Rate
0 -187 -187.0000 -292
1 5.82 5.3394 28.62
2 5.9364 4.9965 29.1924
3 6.055128 4.6757 29.776248
4 6.17623056 4.3754 30.37177296
5 6.2997551712 4.0944 30.9792084192
6 6.4257502746 3.8315 31.5987925876
7 6.5542652801 3.5854 32.2307684393
8 6.6853505857 3.3552 32.8753838081
9 6.8190575974 3.1397 33.5328914843
10 6.9554387494 2.9381 34.203549314

NPV -146.6688
IRR -23%
No.of units sold (in crTotal Sales (in cr) Trial Rates
57.08 410.976 53.62%
46.94 328.58 48.30%
23.7 182.49 44.90%
19.16 137.952 20.97%
14.78 118.24 41.22%
14.76 103.32 14.43%
10.94 71.11 12.83%
3.08 23.1 26.39%
190.44 1375.768

Sales in Town Categories (in Rs. cr)

Villages Towns Cities
122.47 139.73 148.77
15.48 116.42 196.69
13.61 82.70 86.17
17.00 44.61 76.34
14.67 46.31 57.25
30.31 43.73 29.28
18.57 36.43 16.11
12.74 7.85 2.51
244.85 517.79 613.13
17.80% 37.64% 44.57%

Sales in Income Categories (in Rs.cr)

LIG MIG HIG
13.15 132.33 265.49
27.77 122.33 178.48
22.28 62.47 97.74
22.51 57.03 58.41
21.70 51.12 45.43
67.51 23.06 12.75
22.13 29.32 19.66
15.51 3.23 4.36
212.55 480.89 682.32
15.45% 34.95% 49.60%

Profit after tax Going rate price (in

Distributor's Price (Earnings) Rs.cr) CAPEX
6.20 24.66 789.07
5.90 19.71 630.87
6.45 10.95 350.38
5.85 8.28 264.87
6.75 7.09 227.02
 6.05 6.20 198.37
5.50 4.27 136.53
6.20 1.39 44.35

New Market Share New Sales New Profit

8.91% 124.80 7.49
6.32% 82.19 4.93

22.8
Discount Rate
-292.00
26.26
24.57
22.99
21.52
20.13
18.84
17.63
16.50
15.44
14.45

-93.6701
-7%
Retention Stickiness LIG Market Share MIG Market Share
53.23% 0.0091 6% 0.09 28%
48.59% 0.0198 13% 0.09 26%
26.39% 0.0145 10% 0.04 12%
45.68% 0.0156 11% 0.04 12%
17.93% 0.0136 9% 0.03 10%
51.14% 0.0482 33% 0.02 5%
42.63% 0.0170 11% 0.02 7%
5.84% 0.0103 7% 0.00 1%
0.148 0.33

Volume sold in Income Categories (in tonnes)

Villages Towns Cities
17009.84 19407.20 20662.96
2210.87 16630.84 28098.28
1768.02 10740.84 11191.14
2360.51 6196.34 10603.14
1834.20 5789.33 7156.48
4330.58 6246.43 4182.98
2857.53 5604.56 2477.91
1698.00 1047.20 334.80 Price Per Ton
34069.56 71662.75 84707.69 Villages
17.89% 37.63% 44.48% 7186.856549

Volume sold in Income Categories (in tonnes)

LIG MIG HIG
1826.56 18379.76 36873.68
3966.43 17475.76 25497.81
2893.77 8112.51 12693.72
3126.91 7920.74 8112.34
2712.13 6389.39 5678.48
9644.18 3294.43 1821.38
3404.53 4510.56 3024.91
2067.60 431.20 581.20
29642.12 66514.36 94283.52 Price Per Ton
15.57% 34.93% 49.51% LIG
7170.703099
Incremental Profit
1.29
0.67
 HIG Market Share Villages Market ShareTowns Market Shar
0.18 39% 0.085 49.93% 0.097 27.08%
0.13 27% 0.011 6.49% 0.083 23.21%
0.06 13% 0.009 5.19% 0.054 14.99%
0.04 9% 0.012 6.93% 0.031 8.65%
0.03 6% 0.009 5.38% 0.029 8.08%
0.01 2% 0.022 12.71% 0.031 8.72%
0.02 3% 0.014 8.39% 0.028 7.82%
0.00 1% 0.008 4.98% 0.005 1.46%
0.47 0.170 0.358

Price Per Ton

Towns Cities
7225.36035 7238.13584

Price Per Ton

MIG HIG
7229.85367 7236.93884
Cities Market Share
0.103 24.39%
0.140 33.17%
0.056 13.21%
0.053 12.52%
0.036 8.45%
0.021 4.94%
0.012 2.93%
0.002 0.40%
0.424