StoreOccasion partner

EXECUTIVE SUMMARY

Ritually endeavours to provide a complete spiritual experience. Ritually provides all

tangibles for puja, from samagri, prasad to flowers. The product lines for Puja, Tyohar is

created in consultation with experts from all religions and communities. Apart from

providing samagri, Ritually also organizes rituals ranging from all Hindu samskars to

festivals of other religions with the guidance of our experts.

Within our services we cater to all ceremonial needs from puja, catering, space book-

ings, ambience to styling, grooming of participants.

With increased convenience, customization and accessibiity, Ritually brings everything

you need at one point. Be it Pujas, Havans, or Hindu samskaras, the aim is not just to

provide people with the samagri but also an experience which is spiritual and inspiring

in the true sense.

An elaborate market research was done to find out if the project was actually feasible

and would have any takers in Bangalore. A whole lot of data was found out in terms of

the population and behavior of people in Bangalore.

These included the total population of Bangalore, Sex ratio, Literacy, Religious popula-

tion, Ethnicity, Birth rate, Mortality, Number of nuclear households, Number of immi-

grants yearly, Prevelant population, Temple and other religious areas, Qualitative study

of markets (malleswaram) and also Upcoming residential estates.

According to census 2010, Bangalore is home to 9.6 million people, 53% of which is local

population. the rest is a mixture of Tamilians, telugites, keralites and a mixure of other

races. As per the Residential Market Report April 2012, about 20,600 residential units

were absorbed in 2011. The growing IT sector in the city is adding an average of 1 lakh

individuals to the workforce every year. This itself opens up a huge market for us which

is uncatered to by the existing businesses.

VALUE PROPOSITION

Ritually is an attempt to help one connect to one’s roots.

It endeavors to bring all resources that one needs to fulfil one’s religious practices and

other rituals.

Let your religion guide you by letting us make it simple for you to live your celebrations,

mourns, and your prayers in this journey called life. Ritually envisions to give meanings

to ordinary rituals and spread the true reasonings for their initiation, all through an

experience that is captured, recalled and thus remembered forever.

A life time/ life changing experience which will revive and imbibe culture in people who

have unknowingly ditanced from it. Ritually is a house of knowledge with the vision to

revive cultural practices by rebonding with age old traditions.

VALUEto customers

MEANING

Convenience Customization Accessibility

Experience iscaptured, recalled & remembered

A life changingexperience

Novelty

Everything at one point

Once in a life time experience

PRODUCTS & SERVICES

Ritually has a wide variety of products to offer. It has four different categories of material

bundles which include general necessary items (samagri) to carry out the puja.

Besides ritual samagri, other items are availabe separately which may or may not be

bundled in any of the packages as wished, such as;

Murti

Jhoola

Vastra

Puja Utensils

Decorative items, e.g., toran

Aarti Lamps

Rangoli colors

By helping people with occassions, Ritualy provides a life time- life changing experience

which will revive and imbibe culture in people who have unknowingly ditanced from it.

This is also categories into three major divisions, namely, Budget, Premium and Luxe.

This again is governed by numerous add ons in each category, namely

No. of People

Photographer

Performing Artists

Grooming Experts

ProductSegmentation

ServicesSno. Rituals segmantation Cost(Rupees) Selling Price Tax Tax Total Cost Total Profit

1 Budget 6500 11000 12.36% 1359.6 7859.6 3140.42 Premium 27000 40000 12.36% 4944 31944 80563 Luxe 120000 180000 12.36% 22248 142248 37752

Total 153500 231000 28551.6 182051.6 48948.4

Price Bandssamagri Cost Price Profit

1 Puja 300 501 2012 Puja Fresh 400 701 3013 Puja Prasad 500 1001 5014 Puja sarv 800 1101 301

Tokri1 Tokri 200 301 1012 Tokri fresh 300 501 2013 Tokri prasad 400 601 2014 Tokri sarv 500 701 201

1 Murthi 2500 3500 10002 Vastra 350 499 1493 Deep 100 200 1004 décor 100 200 100

total 6450 9807 3357

INDUSTRY : CURRENT SCENARIO

Bangalore is becomig more and more cosmopolitan each day with men and women

from across the country settling down in the country’s largely growing IT hub. It is

these group of people that constitute the mojor chunk of nuclear families in the city.

These nulcear families are insufficiently knowledgeable and often absolutely unaware

of their own religious rituals and practices due to isolation from their families. The

stress of corporate life makes them vulnerable to depression. Some of these individuals

seek peace by engaging in physical activities, while a lot of them find solace in religious

activities.

Getting back to their roots and spirituality has become a common word of discussion

among the corporate classes today. To fulfil these religious and spiritual needs there is,

in the market available, a plethora of products and services. However, the products are

available only in the vicinity of temples and other such religious neighbourhoods.

Unfortunately, the selling of these products and services is extremely traditional and

localised, and hasnt evolved or grown to meet the needs of the cosmopolitan consum-

ers. In the case of services, such as organising religious functions, the traditional

approach of individuals/ families has been to perform each task and prepare for puja

individually. But in the busy city life, people can spare little time to perform these

chores, thus it becomes cumbersome to manage a religious/ spiritual event, which may

be of low social value but has a high individual spiritual value. As a result, there is a

huge potential in reviving these rituals for the multi-ethnic groups with variable

economic conditions.

GAPS* Social obligations have rendered cultural necessities useless

* Finding pujaris, priests, religious experts

* Difficulty in acquiring all puja samagri

* Managing and organising an event

* Need to know/believe as to why things are done in a certain way

* This sector needs to be streamlined

COMPETITORS

LOCATION :STORE & WAREHOUSE

Street markets

IT hub, offices,

upcoming residential areas

Potential suppliers

(venders)

January

HINDUISM ISLAM CHRISTIANITY

February

March

April

May

June

July

August

September

October

November

December Hutari

Deepawali

DussehraKarwa Cauth

Gauri PoojanGanesh HebbaOnam

Naga PanchamiTeejVarahlakshmi

Rath Yatra

Buddha Poornima

Ayudha PoojaMahavir Jayanti

Ugadi

Makar SankrantiLohriPongal

Basant PanchamiShivratri

Chhoti HoliKaveri Sankraman

Palm SundayGood FridayEaster

Ramzaan

Eid (Ifteaar)

Eid

Chanukah

Christmas

St Andrews day

OTHEROCCASIONS

Gruh Shanti, Gruh Pravesh, Baby shower, Jatakarma, Nama-karana, Nishkramana, Annaprashana, Chudakarana, Karna-vedha, Upanayan & Vedarambha, Antyeshthi

FESTIVE TIMELINE

TARGET CUSTOMERSYoung Professional | NRIs | Nuclear families | Joint families

All religious and castes

TARGET CUSTOMER PROFILE

Young ProfessionalBangalore is not only a IT hub but also a place with fast growing market and trends.

Many young professionals come in due to the opportunites and environment which

gives us a healthy market.

NRIsThere are particular seasons for NRIs to come in India. Also they like to conduct their

occassions with great pomp, together with their families and friends whom they have

met after a long time.

Nuclear familiesAs we see the IT sector growing rapidly, a lot of corporate professionals are moving to

Bangalore. These have settled as nuclear families and as they have moved away from

their regions, prove to be our potential customers.

Joint familiesPeople always opt for a convenient and hassle-free event. Joint families have enough

resourses and so want their occasions to be more organised and donot want all the task

to become a burden on one member, hence become a very potential customer for

our business.

All religious and castesIndia is a secular country and there are people of different religion, caste and creed. We

cater to people of all religion, region, caste and language.

Market strategy

Closer to consumers: Locations have been identified where this business model is most likely to flourish. In

Bangalore, the most profitable location is Banashankari.where there is a greater amount

of Kannadiga population.

Closer to Suppliers: Also, the suppliers are located in and around central Bangalore and mostly in Gandhi

Market. Being closer to the supplier will reduce the costs of logistics.

Closer to Needs: There will always be an opportunity to customize the baskets in accordance to the con-

sumer needs. This will automatically give input to our research database on consumers

and the religious practices

Long term bonds: An endeavor will always be made to target consumers for a longer period and organize

all their family rituals. A sort of bond will be made and hence will spread our business.

Experience Creation: More importantly, stress will be laid to create a more spiritual experience in accordance

with our value proposition Model.

BUSINESS STRATEGY

Growth strategy

Short term plans: A focus will be laid on forecasting and meeting short term targets. Based on sales analy-

sis, a review will be done first monthly and the quarterly to evaluate product line perfor-

mances.

Seasons: Our business seasons will be based on festivals. Corresponding to other industries we will

always have classics which will be the 16 Hindu samskaras. Our endeavor will be to grow

with every season.

Retail to Ritual: We would like to convert our store customers into our event customers by means of

counseling them. Hence for growth, we would like more of these conversions because the

profitability of events is higher than the profitability of Retail store.

Long term Plans: A parallel focus will be to forecast trends in the longer term. This will include estimation

of expansion. Finding newer areas of business potential. Based on which newer stores will

be opened.

Going Digital: With ‘digital’ media getting involved in the interfaces, the whole experience of an ancient

Puja is gone. Our attempt will be to use this knowledge in the back end and come up with

a Buying system which will ease our work with the suppliers.

Going Lean: Our attempt will be to reduce all sorts of waste at every level of supply chain. This will

happen by carefully estimating the inventory and store supply. Fresh items will not be a

part of inventory and will be directly bought at the time of purchase by customers.

TEAM MAKE-UP

PERMANENT TEMPORARY

Owners (Salary based on profits, 3 members)

Staff in the warehouse (Salary: 5,000 per month) (Skill set: 12th pass, Driving, Basic mathematics)

Staff in the store (Salary: 10,000 per month) (Skill set: Graduate, Good communication,Basic computer softwares, Selling/ marketing skills)

3

2

2

Volunteers for events (Salary: 750 per occasion)

2

Religious experts (Salary: 1000 for every puja)

Beautician/stylist (Salary: 200/ 500/ 5000 for every occasion)

2

Photographer (Salary: 4000 for every occasion)

BUSINESS MODEL

CatererPrinterFlower VendorGrooming ExpertsTravel AgentsPhotographersPerforming ArtistsSuppliers

Forecasting & PlanningSourcing & BuyingSelling & ReplenishmentMarketing & Promotion

Direct OrdersDirect SellingCross SellingOnline OrdersWord of MouthSocial MediaRadioPrint

KEY PARTNERS KEY ACTIVITIES

VALUE PROPOSITION

CUSTOMERRELATIONSHIP

CUSTOMERSEGMENTATION

KEY RESOURCES

Ritual SamagriMurti/ Jhoola/ UtensilsClothesDecorative items/ LampsEvent/ Experience

A life time/ life changingexperience which willrevive and imbibe culturein people who have moved away from it presently.

FIXEDRetail SpaceWarehouseSoftware-hardwareGraphic TeamConceptual ExpertsTransportation

VARIABLECatererPrinterPerforming ArtistsGrooming ExpertsTravel AgentsPhotographers

Young CouplesJoint FamiliesNuclear Families

*all religions and ceremonies

DISTRIBUTION CHANNELS

COST STRUCTURE &REVENUE MODEL

Retail Store

For calculation of costs of the products in the product line, a research was done to to

find out the wholesale cost of products and then dividing them by the number of prod-

ucts that go in the store per month including monthly inventory. This was also com-

pared with the market prices and margins were calculated for all the product ranges.

Decoration

Rangoli Making Kit

Food prep

Dry fruit

Flowers

Fruit

Cost PriceSamagri for PONGAL

TOTAL

75

50

50

100

80

80

100

100

100

100

99

99

435 598

CASE II

CASE II

Chandan powder / pasteFlowers 1 bunchAggarbattiKapoorJaggeryPlate for keeping riceRice bag 10 lbsCorn, separate seeds and stalks.DhoopDeep (niranjan)Sweet dish to offer (like kheer/halwa)Kum kumRed blouse pieces 2. (2 feet by 2 feet)White blouse pieces 2 (2 feet by 2 feet)Kalash or lota (big sized which can hold coconut & leaves)Mango or bettle leavesNew vesselMilkDeity IdolReal Cow or Cow idol or picture (optional)Few spoons (metal preferred to light camphor)Few platesTumeric powderGhee /oil for lamp2 puja Coconuts (with coir on top ) + 1 for every doorCow Dung and cow urineCurdRed sewing threadLemons- 4 for every doorAluminium foil role

Cost PriceSamagri for GRUHA SHANTI POOJAN

20201515153060070730400712512550109020303020252518453010151530

30302020204075 1010405010150150601010020303020303020504020202030

TOTAL

GRAND TOTAL

984 1195

1104 1345

PackagingLogistics

100

20

100

50

Price Bands Monthly stock

Target

samagri Cost Price Profit Units Fi rs t investment

Monthly target

Fi rs t Sa les

Fi rs t Returns

Monthly replenishment

Monthly Replenishment

cost

Puja 300 501 201 20 6000 10 5010 -990 10 3000

Puja Fresh 400 701 301 30 12000 15 10515 -1485 15 6000

Puja Prasad

500 1001 501 30 15000 15 15015 15 15 7500

Puja sarv 800 1101 301 20 16000 10 11010 -4990 10 8000

Tokri

Tokri 200 301 101 20 4000 10 3010 -990 10 2000

Tokri fresh

300 501 201 30 9000 15 7515 -1485 15 4500

Tokri prasad

400 601 201 30 12000 15 9015 -2985 15 6000

Tokri sarv 500 701 201 20 10000 10 7010 -2990 10 5000

Murthi 2500 3500 1000 15 37500 3 10500 -27000 3 7500

Vastra 350 499 149 20 7000 10 4990 -2010 10 3500

Deep 100 200 100 20 2000 10 2000 0 10 1000

décor 100 200 100 30 3000 15 3000 0 15 1500

total 6450 9807 3357 285 133500 138 88590 -44910 138 55500

Plan for Inventory and the store quantitiesfor the product linesThe cost price, selling price and profit sheets for product line is also included.

The Salary of employess is calculated and included in costs. It is to be Noted that there is an increase oin salary of employees in the second year Appraisal time in august 2015 and from then every year onwards.

Man Power (s tore) Work hours/day Sa lary/month INR

1 Owner 1 6

2 Owner 2 6

3 Owner 3 6

4 Store s taff1 8 10000

5 Store s taff2 8 10000

6 Warehouse Staff1 6 5000

7 Warehouse Staff2 6 5000

8 Housekeeping 1 1000

Tota l 47 31000

Budget(25 ppl)

Sno Activi ty Cost Price Profi t

1 Pandit(pooja) 1000 1500 500

2 Samagri 800 1500 700

3 Decoration 500 1000 500

4 Staff 500 1000 500

5 House keeping 400 500 100

6 Catering 2500 3000 500

7 Logistics 500 1000 500

Total 6200 9500 3300

Add ons

8 Styl i s t 500 750 250

9 Photographer 2500 3000 500

Total 9200 13250 4050

Premium(25 ppl)

Sno Activity Cost Price Profit 1 Pandit(pooja) 1500 2000 500 2 Samagri 1000 1500 500 3 Decoration 1500 2000 500 4 Beautition 2000 2500 500 5 Space 10000 15000 5000 6 Catering 5000 6000 1000 7 Logistics 500 1000 500 8 Staff(electricians) 1000 1200 200 9 Photographer 4500 6000 1500

Total 27000 37200 10200

Luxe Sno Activity Cost Price Profit

1 Pandit 1500 2000 500 2 Samagri 1500 2000 500 3 Decoration 5000 10000 5000 4 Stylist 5000 7000 2000 5 Resort/Hotel/Hall 25000 50000 25000 6 Transport 40000 50000 10000 7 Performance/event 2000 5000 3000 8 Photographer 5000 10000 5000 9 logistics 500 1000 500

10 Food 37500 50000 12500 Total 123000 187000 64000

Sno. Rituals segmantation First year Second Year Third year 1 Budget 25 30 30 2 Premium 12 40 45 3 Luxe 10 10 25 Total 47 80 100 per month 4 7 8

Below is the segmentation or package line for the occassionsBudget, Premium and High end resp.

Based on the target sales to made every year, the number of rituals to be organized every year in each of these segments were estimated.

Investment Store 1 Costs Space on Rent(security) 2,00,000 Interior(Design and construction)

2,00,000

Amenities 50,000 Rituals Inventory 50,000 sets 50,000 Common Registration 100 Logistics 20,000 Marketing 50,000 Hardware 1,00,000 Software 15,000 Total 7,35,100

Reccurring Investment(Half yearly) Store Costs Maintenance 3,000 Uniform 3,000 Logistics(vehicle maintenance) 3,000 Marketing(web page maintenance) 10,000 Hardware Software Total 19,000 Quarterly 9500 monthly 3167

Initial Investment

Half yearly cost

Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Total

Initial 7,35,100

Reccurring 3167 3167 3167 3167 3167 3167 3167 3167 3167 3167 3167 3167 38000

Monthly 52,500 52,500 52,500 52,500 52,500 52,500 52,500 52,500 52,500 52,500 52,500 52,650 630150

Total 7,35,100 1403250

2015 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Tot2015

Reccurring 3293 3293 3293 3293 3293 3293 3293 3293 3293 3293 3293 3293 39520

Monthly 52,650 52,650 52,650 52,650 52,650 52,650 52,650 55,750 55,750 55,750 57,400 57,400 650600

690120

2016 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Tot2016

Reccurring 3425 3425 3425 3425 3425 3425 3425 3425 3425 3425 3425 3425 41101

Monthly 57400 57400 57400 57400 57400 57400 57400 57710 57710 59525 59525 59525 695795

736896

2017 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Nov-17 Dec-17

Reccurring 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 5000 60000

Monthly 84525 84525 84525 84525 84525 84525 84525 84525 84525 84525 84525 84525 1014300

1074300

2018 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18

Reccurring 5200 5200 5200 5200 5200 5200 5200 5200 5200 5200 5200 5200 62400

Monthly 99525 99525 99525 99525 99525 99525 99525 99525 99525 99525 99525 99525 1194300

Cost Structure for 5 years

Reccurring Investment(Monthly)

Store

Employees 31,000 34100

Electricity 3,000 37510

Water 500

rent( increases @10% every 11 months) 15,000 16500

Rituals 18150

Common

Logistics(fuel) 3,000

Marketing

Hardware

Software

Total 52,500

Investment

Store 2

Space on Rent(security) 2,00,000

Interior(Design and construction) 2,00,000

Amenities 50,000

Common

Logistics 20,000

Marketing 50,000

Hardware 30,000

Total 5,50,000

Monthly costs

The costs highlighted in blue are the incremental values after appraisal in salaries of employees. .

Third year Investment

BREAKEVEN ANALYSIS& TIMELINE

REFERENCES

www.vestianglobal.comhttp://www.censusindia.gov.in/pca/default.aspxhttp://www.censusindia.gov.in/2011-prov-results/prov_data_products_karnatka.htmlhttp://en.wikipedia.org/wiki/Hindu_calendarhttp://www.lladro.com/themes/temas.india-CATALOG_BUDDHISM_AND_HINDUISM/http://en.wikipedia.org/wiki/Places_of_worship_in_Bangalorehttp://en.wikipedia.org/wiki/Economy_of_Bangalorehttp://en.wikipedia.org/wiki/Gross_domestic_producthttp://en.wikipedia.org/wiki/Housing_in_Indiahttp://en.wikipedia.org/wiki/Bangalorehttp://www.asienkunde.de/articles/A103_Dittrich.pdfhttp://www.iimahd.ernet.in/publications/data/2006-05-02rbasant.pdfhttp://www.saranam.com/fastinghttp://www.eventeducation.com/forming-event-company.phphttp://en.wikipedia.org/wiki/Cost–benefit_analysishttp://management.about.com/cs/money/a/CostBenefit_2.htm