Investor Pitch Deck

Kumar Varandani
COO & Co-FOUNDER
Matchless Jewellery for Less LLP
Email - ceo@myjfl.com; Cell - +91-993-0088-321; Web – www.myJFL.com
 What Drives JFL..

The MISION PASSION VISION

Be the Facebook, Google, • Customer Happiness JFL will be the “VERB”

and Amazon of Fashion • Jewellery and Fashion for “Fashion Jewellery”
JEWELLERY worldwide • Building a world-class as Google is for Search
sales engine
 Overview

“ JFL has THE BEST collection

of ethnic fashion Jewellery in
the whole wide world! — As per
ALL our customers

– see visitor posts on Facebook page, buyer reviews

on Amazon

● Ecommerce Fashion Jewellery - Bootstrapped, Mar 2015
● JFL ships all over India + Globally. Payments - Credit/debit/online
netbanking, Paypal, Cash on delivery (India), Western Union,
MoneyGram etc.
● GROWTH - Team of 2, 2014 (12 Lacs pa/18k$) to team of 25 in Oct-
2018 (360 Lacs INR pa/500K US$)
● GROWTH RATE 850 % - Mar15 to Oct17
● GPM 65-85% (cost of goods sold)
● Sales Channels - Facebook, Website, Marketplaces
● Future Teams Website (SEO, SEM, email, referral), Social
Media, Marketplaces (India, US, Canada, UK, UAE, myJFL), Retail
Chain Pan-India (franchisees), JFL Marketplace, Designing,
Manufacturing, Wholesale, Distribution & Exports.
● Manufacturing > Lower Costs; Grow Sales Volume; Increase
GPM%
● Start JFL Marketplace for Jewellery and Fashion
● JFL's Goal $1 Billion property in 2 years
 The Team
Deepti Varandani
FOUNDER & CEO
• Executive Secretary Hilton Dubai
• Fashionista & Connoisseur of
Fashion Jewellery & Dresses
• Ex LIC India
• JFL started as Deepti’s comeback to
work in 2012
Gaurav Mishra
Director Ecommerce, IT
• Ecommerce operations & IT
• Live wire & Multi talented
• Dell, CA Ventures
• IT, Operations, Ecommerce, People
skills, Business Creation
Kumar Varandani
FOUNDER & COO
• MBA (SPJIMR) , B.E (Mech.)
• 20+ years of rich experience - Consumer,
Internet, IT, eCom, Media, International.
• Worked with IBM, Oracle, SONY, Centra,
Fiorano, Godrej, Jumbo.
• Last with IBM (1998 to 2014) – Joined JFL full
time, Jan 2015
Other Teams
• Accounting, Sales
• Operations. Shipping
• Product Imaging, Editing
• Packaging, Inventory, Quality
• Cataloguing , Listing
• Networking & Web Development
The Problem The Solution
India Market $ 2.5 Billion 2016 The Best Curated Collection
Indian Imitation Jewellery Market study -RNCOS, Feb 2014

Rapid Growth of Fashion Jewellery in India

“Happy or Money Back”
• rising gold prices & fear of theft
• steady migration to fashion jewellery
JFL ships happiness & joy
Annual growth rate 15-20%
Free consulting - What to wear, When & How

Fragmented, Unorganised - No State, Regional, 1000s of customers - all raving fans

National Brands
• Huge potential for national leadership,
consolidation & branding Delightful Customer service 24x7
• Women have not a single brand to turn to
Rapid Delivery, top-notch packaging

Quality is an obsession

Designs, Service, Consulting, Prices,

Quality, Packaging & Customer Delight !
Products
 JFL Testimonials
From Posts to Page – facebook.com/JewelleryforLess2222
 S.W.O.T Analysis
Strengths
 Founding Team

S W
 Passion for Jewellery
• Each pc Handpicked Weaknesses
• Curated Collection  Bootstrapped
 World class Sales Engine  Investment required
• Delightful Customer  Lack of Technology & TEAM
Service • ERP
• Quality of Products • Inventory
• Manufacturing setup • Website
 Bootstrapped • Dev. Team, etc
• Lean & Mean
• Low Cash burn

O T
• MVP live
• 5th year of business
 Geographic Gold Mine
 Strategic location

Opportunities Threats
 2.5 Billion $ Market  Competition with
 Rapid Growth 15%pa Deep Pockets
 No Brands in India NOW –online/offline
Growth
 JFLs JOURNEY
JAN JAN JUNE FEB JUL AUG OCT
2014 2015 2015 2016 2016 2016 2018

TEAM SIZE 2 4 6 10 12 16 20
REVENUE per 0.5 1.8 2.2 10 13 30
month Lacs Lacs Lacs Lacs Lacs Lacs
OFFICE 100 Sqft 225 Sqft 450 Sqft 800 sqft 1800 Sft
 Growth Drivers

 Website (SEO,SEM,Email,Affiliates,..),
 Social (Pinterest, G+, Twitter, Facebook,..),
 Marketplaces (Amazon, FlipKart, MYJFL, India, US, Canada, UK,
UAE, etc),
 Retail chain – Pan-India (franchisees)
 myJFL Marketplace (Fashion, Ethnic Jewellery)
 Manufacturing :: Own designs & production
 Addition of SKUs at Lower Price points (INR 200 to 900)- 90% of
market volumes
 Wholesale ,Distribution & Exports
Growth plan
• ERP – better visibility of inventory
• Analytics – improve the sales of slow moving products
• Diversification – lowering risk, increasing revenues, increasing customer base &
target market, targeting newer markets, new categories, new brand
(TAPFASHION.COM), website, social, ..
• Sell on multiple portals
• Low cost office space
• Lowering of Cost of Goods
• Manufacturing/buying from Karigars—40 to 70% drop in buying cost
• Lowering risk of stockout
• Better Profitability/Quality
• Low cost Growth -- Rent , Salaries, Product, Imaging, Listing, Packing,..
 Marketing

SEO, SEM, EMAIL, AFFILIATES,

SOCIAL MEDIA
DIGITAL MARKETING

TV, RADIO, PRINT, RETAILSTORES, LOCAL

OUTDOOR ADS
Competitors
 Investing for Growth
12%
15% Office Set up + Infra
Advertising & Marketing
Digital Marketing for customer 15% 12%
acquisition & Brand Building

INR 12.0
Crore/ 20%
20%
IT Infra
25% 2mill USD
25% Investment
ERP, website, app, marketplace

Team Building
Marketing, Dev, Sales, Support ,
ops teams , freelancers.
. 28%

28%
Working Capital
Revenue producing Assets
 Why Fund JFL
OPPORTUNITY
STRATEGY
• Market size -2.5B$ - India
• Unit economics is god - Customer is
• 15-20% Annual Growth Rate the bigger god
• No Brand in Fashion Jewellery – • Focus on design innovation & service
regional, state, National (India) over discounts

THE BRAND “JFL”

• JFL only ships happiness / TESTIMONIALS
happy or money back / 1000s WHY • Only one word –
of Raving Fans “MindBlowing”
• Powerful Brand name
“JFL”

FOUNDING TEAM
BOOTSTRAPPED • Husband & Wife Team
• Deepti – 20+ years – Fashionista, Jewellery
• Proven MVP
& Dresses
• Low cash burn rates
• Kumar – 20 years rich business experience
• Gaurav – 7 years – IT , ecommerce, Dev,
People mgmt., Operations, Business Dev.
 JFL - The Unique Selling Proposition
1) POWERFUL FOUNDING TEAM 5) “BEST” COLLECTION OF ETHNIC JEWELLERY IN THE WORLD!!
• Husband (ex IBM, Oracle, TCS+SPJIMR) and Wife TEAM • As per feedback from 1000s of customers
• Passion for Jewellery + Passion for business + Sindhi genes
• Strong repeat purchases
• 33+ years of business experience jointly
• NOTE - Jewellery business is primarily about the Collection & Design
• Strong cofounding team Aesthetics
2) JFL BRAND NAME
• 3 character Brand Name - high Mnemonic value
• JFL - Jewellery for Less // Jewellery and Fashion for Less
6) BUSINESS OPPORTUNITY
• The market is huge (2.5Bill$) & high growth (20% PA) – Fragmented ,
Unorganised, chaotic, with no regional or national brands
3) BOOTSTRAPPED
• Operational 3 years, founded 4 years • Room for Omni channel National Brands & a Fashion Jewellery Market
place
• Fully developed MVP , Proven, Profitable & ready to Scale
• 100X Growth Potential for early stage Investors

4) STRONG BRAND - JFL

• 1000s of euphoric visitor posts & customer Feedback
• Customers raving about Quality, Collection, Prices, Service
levels, Packaging, 24x7 support, Happy or money back
policy, Personal touch. Customer Delight is JFLs only
objective & ensuring a lifetime customer..
7) STRATEGIC LOCATION
• JFL - Located at the Global Manufacturing Nerve center of Indian
Ethnic Imitation Jewellery (gold finish)
Contact

+91-993-0088-321 / Kumar

CEO@myJFL.com

www.myJFL.com

www.facebook/Jewelleryforless2222