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Kirana stores have become an important place in Indian households to meet their daily needs. However, many kiranas fail due to inventory management issues. Balancing supply and demand while optimizing inventory turnover can be a difficult task. Sensing this problem for retailers (kiranas), Shruti (as she goes by her name), an alumnus of IIT Delhi and Harbhd Her School of Business, founded her ApnaKlub in 2020 .
Shruti said they are offering a better range of FMCG products (limited editions, higher margins, good sales, at the right price points (which brands want to offer)). I am. “We deliver to your doorstep within 24-36 hours (this saves you time (transportation costs and hassle)) and you also have working capital credits that allow you to expand the inventory you keep on hand.” said Shruti, who previously worked at Bain & Company.
It was during the pandemic that Shruti observed the struggles of retailers. “After a longer period of research, we found that the real problem is that General Trade retailers face challenges sourcing the right quantities and assortments of products, and that this translates into consumers (online and “When sales decline, we lose sales from higher-margin articles.” Shruti says.
This model helps in increasing the retailer’s sales and thereby increasing the income that the retailer earns. “We focus on India’s unique needs, connect consumers with brands outside of the big cities, and support local retail entrepreneurs against big corporations. We create wealth in local economies. , ensuring that profits stay within the region and multiplying its economic impact.”
Apart from its omnichannel ordering app, the company manages all logistics and operates its own warehouses and vehicles. To date, ApnaKlub has served more than 55,000 retailers and more than 250 brands, serving approximately 2.5 million households. Shruti said 2023 was a breakout year, with the company achieving a top line of over 720 CR+ (ARR) with strong margin growth. “We have successfully launched Bharat-focused cleaning and food brands Grenzo, Apna His Shine and Nutfat, which gained significant traction in non-urban markets.”
The company is close to breaking even and has maintained an operating profit for several months. The company has raised a total of $16 million in Series A funding and is also developing offline channel programs for mass premium brands in North India’s General Trade. It is backed by Whiteboard Capital, Blume Ventures, Surge (Peak XV), Flourish, Tiger Global, 361 Ventures, ICMG Ventures, and Alteria Capital.
“We are focused on conquering the domestic market before expanding to similar emerging markets around the world.”
Fact sheet:
Number of promoters: 4
Number of employees: 300 or more
Year of start. 2019
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