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The Team Stu Muffins from FMS Delhi researched the issue of hand hygiene in India. They found that over 1,000 young children die daily due to diarrhea and respiratory infections caused by germs spread through unwashed hands. Only 40% of mothers report that children wash hands before meals and after using the restroom. The team developed a low-cost handwash product with natural ingredients to promote handwashing behavior change among children and families in India. Their financial projections estimated a maximum retail price of 50 rupees could generate over 4.4 crore rupees in total sales across various city tiers, recovering the initial 10 crore rupees investment and breaking even with sales of 2

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49 views3 pages

Slide 1 RB

The Team Stu Muffins from FMS Delhi researched the issue of hand hygiene in India. They found that over 1,000 young children die daily due to diarrhea and respiratory infections caused by germs spread through unwashed hands. Only 40% of mothers report that children wash hands before meals and after using the restroom. The team developed a low-cost handwash product with natural ingredients to promote handwashing behavior change among children and families in India. Their financial projections estimated a maximum retail price of 50 rupees could generate over 4.4 crore rupees in total sales across various city tiers, recovering the initial 10 crore rupees investment and breaking even with sales of 2

Uploaded by

Divyanshu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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TEAM: STUD MUFFINS

FMS DELHI
ADITYA TURALAPATI | DIVYA JANGIR |
DIVYANSHU VERMA
THE SOCIAL ISSUE
Research: Hand Hygiene Issue in India Research Methodology
young children die each day Children Die every PRIMARY SECONDARY
1,000+ in India due to Diarrhoea &
4 Million year in India
75 Mothers Response  WHO Reports
respiratory infections 12 Interviews of Mothers  UNICEF
Children do not wash hands 1500 Children carry 09 Interviews with Kids  Euromonitor
germs /cm2 on their hand 05 Product Valdation  Indian Gov. Data
40% before lunch & after using
restrooms
parents report kids Handwashing Behaviour in India
Children are not made to do not wash hands
59%
56% wash their hands after between meals
playing outside
of disease transmission reported absenteeism
40% happens outside home 81% due to illness
Hand washing with soap reduces the risk of these diseases in Kids

Risk can 47% 34% 50% 55%


Reduce by Diarrhoea Respiratory infections Pneumonia Soil- Helminths

Global Scenario
1.5 Million 443 Million 1/3 Kids saved
Children under the age School days are lost From infectious &
of 5 die each year due to because of Infectious respiratory illnesses by
diarrhoea illnesses hand washing behaviour
FINANCIALS
Profitability
Production Cost
Behaviour Change
• Compared to Dettol hand wash, only major change, affecting the production cost is type
of surfactant(Suga Nate 160C) and packaging. XXXXX
• Cost of SugaNate160 NC is ~ 2*SLS( commonly used surfactant). *Source import price data &
supplier quotes
• 35ml PP 4 Roll on packagin cost ~5 per bottle (*India mart quotations)

Maximum Retail Price(₹) 50 100%


Pricing
1) MRP would be ₹ 50 based on: 12 24%
Channel Margin(-)
• Cost used as Price floor. 32 64%
• Urban middle class mothers Cost of Goods Sold(-)
Total TG in Tier 1 Cities 5 Cr
consider priced below Rs 50+ as Gross Profit 6 12% Total TG in top 30 Tier 2
cheap. 1.5 3% Cities 2.1 Cr
Advertisement Cost(-)
• Price of Dettol Portfolio of hand 4.4 CR
4.5 9% Total TG in Tier 2 Cities
washes range from 0.4 -0.8 (per Contribution Profit
ml). Children in 3-8 years age
• Product life cycle has also been Initial Investment (cost of
10 Cr  
group( 13%) 3.1 Cr
research trials, promotions and
considered where bar based SKU marketing) *source GM Total Campaign Reach  
will be released for rural market at Marketing Dabur.
50% lower price.    
Break Even Volume 2 Cr  
   

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