Introductory note

Phew… I have had a few intense phases working at start ups, the months of October, November and December 2024 was definitely one of them. Although most founders will never admit it, I think there type 2 fun from such phases is why we really start a company.

I left you last when we were growing at a rate we were struggling to keep up with. For this quarter the plan was to go all in for the festive season (it is the first time we were learning to do festive) lots of marketing, tons of new customers and a whole lot of more insight.

📈Growth

Particulars Mar 2024 Apr 2024 May 2024 Jun 2024 Jul 2024 Aug 2024 Sep 2024 Oct 2024 Nov 2024 Dec 2024
Net Unit Sold 75 266 572 319 119 129 265 429 194 182
Total Revenue (Exl GST) 15,36,201 55,26,989 1,16,70,337 65,63,089 28,63,977 31,37,146 64,06,733 1,03,37,367 47,90,286 44,69,344
CoGs xFactory 18,43,220 49,59,097 1,06,63,922 59,47,187 22,18,543 24,30,732 47,60,113 76,78,156 34,55,196 29,84,492
Fulfilment cost - Storage and Logistics 1,50,835 2,06,075 4,51,916 4,42,536 3,00,457 2,66,279 2,99,228 4,86,826 2,97,722 6,42,478
GM% -30% 7% 5% 3% 12% 14% 21% 21% 22% 19%

Note: I have a new finance team who have gone a refined some numbers from last time so there is some deviation plus and minus month on month, nothing > 5%

What this means:

Although October was great! It was supposed to be great because of Diwali.

Growth has been unpredictable. We have months (May, June and October) where orders just flew in and others where nothing seems to get sales moving. (more on why we think this is later)

Some interesting facts:

  1. ~8% of our orders are people who put it in their bag and took it abroad in 45 different countries

    All Hands 2024.png

  2. We have found Influencer marketing as a primary driver of top of the funnel demand.

  3. We have now a live online demo that runs on our website, which has a conversion rate of 23% and major driver of D2C sales.

  4. Except forthe month of Sept and Oct, D2C has been the largest contributor for sales.

📲Consumer Engagement & Cooking Sessions

Insights from Weekly active users

In December 32% of our owners were weekly active

These weekly active users averaged >4 uses a week

There are 2 broad spectrums of people:

  1. People who cook day to day homely food things like rice, pulav, poha and dough