00:00Plus, contracting customers on a monthly basis, monthly repeat orders about 90% and operating
00:07currently in Delhi, Bombay, Bangalore, all three states, including UP, Aryana as well.
00:15The vision is to transform the local farm ecosystem and also the distribution when it
00:21comes to the local meat detail.
00:23And we have been looking at building a chemical-free supply chain, which has no preservatives,
00:30no antibiotics, or no any other kind of chemicals which will harm, and there is a cold chain
00:38throughout the value chain.
00:40Amongst the managing team, I am there.
00:42Then we have Priya, she handles marketing branding.
00:44Surinder, he's been with us for the last five years, looking after the entire operations.
00:49And the other three directors are independent direct investor directors.
00:53So, let's talk briefly about what I am doing, what I've done.
00:58Now, the problem in the industry is that it's very fragmented.
01:02The cold chain is very inefficient.
01:04At every stage, there is abuse which is happening, which is on the temperature front.
01:11It is not maintained and leads to more wastages and a bad quality product leading to the customers.
01:17So, that, I think, is one of the biggest issues.
01:19And hygiene, definitely, because we don't have enough infrastructure to cater to the demand
01:26which we have in the country, where there are large formats, infrastructure available
01:31in the different states which can meet the quality demand.
01:36So, that is one major, major problem.
01:40Challenges in the industry is that we have to build the cold chain entirely from the source
01:47to the doorstep of the customer.
01:49That's one very big challenge which the industry faces today.
01:53And data-driven operations, there's hardly any research data which is available on how India
02:00is, you know, moving up the ladder in terms of protein intake, meat.
02:04So, we think that there needs to be more technology interventions which will develop the sector further.
02:11How we are looking at it is to use technology to enable seamless flow of the produce coming
02:18to you at home and where you are able to track and have traceability and responsibility throughout
02:24the value chain.
02:26We work with modern processing units which follows types of standard controls, give us the produce
02:33in the way we want.
02:34So, SOPs are followed, stricter guidelines are there to adhere to, this is that we are able
02:39to standardize the produce through our value.
02:42And end-to-end cold chain logistics are the need of the R, so we can't compromise on that.
02:48So, we have to build that infrastructure, have that cold storage, which ensures that there
02:52is enough quality which is getting passed on to the customer.
03:01The USP is that we've spent a lot of time in the category, it's been 10 years, so we've
03:05learned the nuances of how to build up and scale this business from grounds up.
03:10That, I think, is the biggest strength.
03:14Farm to fork also is something which has been very challenging, where we have to enable the
03:20farmers, work with the mediators, processors, and not really get compromised on quality.
03:26We have to uplift that sector eventually, which is what we have done.
03:30At farm level, we also improve their yields by ensuring that they're following certain infrastructure,
03:36you know, SOPs, which deliver a good quality product, and also working with slaughterhouses,
03:42which are hygienic, automated, and of quality, cold chain supply, definitely, which looks at quality assurance.
03:50We have about 100 SKUs, which are ready to eat, ready to cook, raw product, which is fresh, chilled, chicken, mutton, fish, all of those produced there.
04:01This is how the packaging looks, it's a box packaging, it has a vacuum pack inside, which ensures that there is no leakage or there is any kind of pilferage which is happening throughout the delivery.
04:14We also serve to hotels and restaurants, there are 30% of the businesses through 300 plus restaurants and hotels whom we supply, and this is also on technology, where it is a seamless ordering process for these partners who are able to get credit, who are able to track their deliveries, get a good quality produce, and also able to have a competitive product.
04:41From a category contribution point of view, 55% is chicken, about 21% is mutton, which is goat, 24% is fish and seafood.
04:54Business process has three legs on the back end, which is in sourcing, we have the farmer, the first level processing is of the slaughtering, and the second level is what we do, which is cleaning, deboning, packaging, storage, that is under our control.
05:09And we have these setups spread across different cities, which takes care of packaging, distribution, storage.
05:16And then the last man delivery, which is the fleet, which is delivering at home.
05:22The produce is zero preservatives, no chemicals, we ensure that there is, there are also no exploitation on antibiotics which are happening at the farm level, which has been, you know, a very educated journey for us where we have to work with the veterinarian doctor, look at different tests which are conducted on the birds to ensure that there is no any, you know, pesticide or chemical, anything which is in the system of the bird at the time of slaughtering.
05:51Presence wise, these are the five cities we are in Delhi, Hukta Pradesh as a state, we are there, Aryana, Maharashtra and Karnataka.
05:58The competitive advantage in the competition landscape for us is that we are in competition with the local meat ecosystem and the wholesale mandis which are surviving for so long selling low quality product and customers really getting discounted by whatever the market is selling there to buy it.
06:23There is no say limited intervention from a quality point of view, which is where we feel that working directly with the farms enable that and having a full cold chain also is actually differentiated as compared to the traditional meat shops.
06:38We have certified standards and very high repeat rates, we have 90% repeat rates on our online business, which is we see that for traditional meat shops, you have to go buy chicken from one store, mutton from another store, fish and seafood from another store.
06:53So it's a scattered, you know, a distribution and scattered experience.
06:57We are trying to combine everything together, which is, which has been a very, very hard, you know, journey to fix supply chain and also provide value to the customer.
07:06The price points for us are also in the affordable side.
07:11We are not working for a premium category, you know, market.
07:15We are looking at more mass and more larger audience, which is almost 95% of the country.
07:22That is the market which we are serving.
07:24Started with Delhi, 24 we started Bangalore and 25 we also expanded last year in Bombay.
07:32So three markets total.
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