Total Weight (in tonnes)

Take-You-To-The Cleaners
Wishy-Washy

Eyewash
Hogwash

Hath Ki Safai
Pair Ki Safai
Wash Out
India vs England (Dhulai)

200000
Market Share
Price (per 100 g)Weight (In Tonnes)
28.54%
6.5
57080
23.47%
6.25
46940
11.85%
7
23700
9.58%
6.5
19160
7.39%
7.5
14780
7.38%
6.6
14760
5.47%
6.4
10940
1.54%
7.25
3080
95.22%
190440

Villages
Take-You-To-The Cleaners

% Sales in Town Categories

Towns
Cities

29.80%

34.00%

36.20%

4.71%

35.43%

59.86%

Eyewash

7.46%

45.32%

47.22%

Hogwash

12.32%

32.34%

55.34%

Hath Ki Safai
Pair Ki Safai
Wash Out
India vs England (Dhulai)

12.41%

39.17%

48.42%

29.34%

42.32%

28.34%

26.12%

51.23%

22.65%

55.13%

34.00%

10.87%

Wishy-Washy

LIG

% Sales in Income Categories

MIG
HIG

Take-You-To-The Cleaners

3.20%

32.20%

64.60%

Wishy-Washy

8.45%

37.23%

54.32%

Eyewash

12.21%

34.23%

53.56%

Hogwash

16.32%

41.34%

42.34%

Hath Ki Safai
Pair Ki Safai
Wash Out
India vs England (Dhulai)

18.35%

43.23%

38.42%

65.34%

22.32%

12.34%

31.12%

41.23%

27.65%

67.13%

14.00%

18.87%

Net Profit Margin

P/E

6%
32
Price (per 100 g)Retailer Margin Retailer %

Take-You-To-The Cleaners

6.5

0.26

6.25

0.27

Eyewash

0.42

Hogwash

6.5

0.33

Wishy-Washy

4.00%
4.32%
6.00%
5.08%

Hath Ki Safai
Pair Ki Safai
Wash Out
India vs England (Dhulai)

7.5

0.56

6.6

0.33

6.4

0.32

7.25

0.73

7.47%
5.00%
5.00%
10.07%

Cost+Earning+Distributor Margin+Retailer Margin

Profit after taxes/ revenue

MRP
Net Profit Margin

7
125
25
0.25
1.75

Cost of Trial
Population of India
Households
1% trial
OPEX

Rs./household
crores
crores
crores
Rs. crores

3%
2%

Increase in Trials (PKS)

Increase in Trials (Wash Out)

Trials
3.00%
2.00%

Pair Ki Safai
Wash Out

For PKS,
Discounting rate
Growth Rate

Retention Rate Market Share

51.14%
1.534%
42.63%
0.853%

9%
2%

Year

FCV
0
1
2
3
4
5
6
7
8
9
10

-187
5.82
5.9364
6.055128
6.17623056
6.299755171
6.425750275
6.55426528
6.685350586
6.819057597
6.955438749
NPV
IRR

20
105
Discount Rate
-187.0000
5.3394
4.9965
4.6757
4.3754
4.0944
3.8315
3.5854
3.3552
3.1397
2.9381
-146.6688
-23%

-292
28.62
29.1924
29.776248
30.37177296
30.97920842
31.59879259
32.23076844
32.87538381
33.53289148
34.20354931

No.of units sold (in cr)Total Sales (in cr)

Trial Rates
57.08
371.02
46.94
293.375
23.7
165.9
19.16
124.54
14.78
110.85
14.76
97.416
10.94
70.016
3.08
22.33
190.44
1255.447

Sales in Town Categories (in Rs. cr)

Towns
110.56
126.15
13.82
103.94
12.38
75.19
15.34
40.28
13.76
43.42
28.58
41.23
18.29
35.87
12.31
7.59
225.04
473.66
17.92%
37.73%

Villages

LIG

Sales in Income Categories (in Rs.cr)

MIG
11.87
119.47
24.79
109.22
20.26
56.79
20.32
51.48
20.34
47.92
63.65
21.74
21.79
28.87
14.99
3.13
198.02
438.62
15.77%
34.94%

Distributor's Price
6.24
5.98
6.58
6.17

Profit after tax

(Earnings)
22.26
17.60
9.95
7.47

53.62%
48.30%
44.90%
20.97%
41.22%
14.43%
12.83%
26.39%

Retention
53.23%
48.59%
26.39%
45.68%
17.93%
51.14%
42.63%
5.84%

134.31
175.61
78.34
68.92
53.67
27.61
15.86
2.43
556.75
44.35%

Volume sold in Income

Villages
17009.84
2210.87
1768.02
2360.51
1834.20
4330.58
2857.53
1698.00
34069.56
17.89%

239.68
159.36
88.86
52.73
42.59
12.02
19.36
4.21
618.81
49.29%

Volume sold in Income

LIG
1826.56
3966.43
2893.77
3126.91
2712.13
9644.18
3404.53
2067.60
29642.12
15.57%

Cities

HIG

Going rate price (in

Rs.cr) CAPEX
712.36
563.28
318.53
239.12

6.94
6.27
6.08
6.52

New Market Share

New Sales
8.91%
6.32%

22.8
Discount Rate
-292.00
26.26
24.57
22.99
21.52
20.13
18.84
17.63
16.50
15.44
14.45
-93.6701
-7%

6.65
5.84
4.20
1.34

212.83
187.04
134.43
42.87

New Profit
117.67
80.93

7.06
4.86

Incremental Profit
1.22
0.65

LIG

Market Share
0.0091
0.0198
0.0145
0.0156
0.0136
0.0482
0.0170
0.0103
0.148

MIG
6%
13%
10%
11%
9%
33%
11%
7%

Volume sold in Income Categories (in tonnes)

Towns
Cities
19407.20
20662.96
16630.84
28098.28
10740.84
11191.14
6196.34
10603.14
5789.33
7156.48
6246.43
4182.98
5604.56
2477.91
1047.20
334.80
71662.75
84707.69
37.63%
44.48%

Volume sold in Income Categories (in tonnes)

MIG
HIG
18379.76
36873.68
17475.76
25497.81
8112.51
12693.72
7920.74
8112.34
6389.39
5678.48
3294.43
1821.38
4510.56
3024.91
431.20
581.20
66514.36
94283.52
34.93%
49.51%

0.09
0.09
0.04
0.04
0.03
0.02
0.02
0.00
0.33

Market Share HIG

28%
26%
12%
12%
10%
5%
7%
1%

0.18
0.13
0.06
0.04
0.03
0.01
0.02
0.00
0.47

Price Per Ton

Villages
Towns
6605.263998 6609.56352

Price Per Ton

LIG
MIG
6680.219109 6594.39308

emental Profit

Market Share
39%
27%
13%
9%
6%
2%
3%
1%

ce Per Ton
Cities
6572.59175

ce Per Ton
HIG
6563.28178

Villages
Market ShareTowns
Market ShareCities
0.085
49.93%
0.097
27.08%
0.011
6.49%
0.083
23.21%
0.009
5.19%
0.054
14.99%
0.012
6.93%
0.031
8.65%
0.009
5.38%
0.029
8.08%
0.022
12.71%
0.031
8.72%
0.014
8.39%
0.028
7.82%
0.008
4.98%
0.005
1.46%
0.170
0.358

0.103
0.140
0.056
0.053
0.036
0.021
0.012
0.002
0.424

Market Share
24.39%
33.17%
13.21%
12.52%
8.45%
4.94%
2.93%
0.40%