Introduction:
In a world where the cleaning products we commonly rely on are awash with toxins and chemicals, the time for a transformative revolution has arrived. Happi Planet, a trailblazing and innovative brand offering natural and chemical-free home care products in unique paper packaging. With growing concerns about the harmful effects of traditional cleaning products on human health and the environment, Happi Planet aims to provide effective cleaning solutions, powered by nature, making them safe for both consumers and the planet.
Consumers today are increasingly making healthier choices and seeking natural alternatives in various aspects of their lives. Happi Planet taps into this trend by offering non-toxic, biodegradable products that deliver effective cleaning results while keeping consumers & the environment safe. Happi Planet is also Asia’s 1st brand to deliver home care products in a unique paper packaging, reducing plastic footprint by 90%. This differentiator sets Happi Planet apart from its competitors and positions it as a leader among natural home care solutions.
The founders of Happi Planet, Mayank and Nimeet, bring a formidable combination of expertise and experience to the table, making them the ideal team to build and scale the brand. Mayank, an IIT Delhi graduate, has a strong background in operations, supply chain, and demand planning, having managed Gillette, a Rs. 3,000 crore business at P&G. Nimeet, an MBA graduate from SP Jain, has a rich background in sales and marketing, having worked on Whisper, a Rs. 2,500 crore brand. Their complementary skill sets, coupled with their shared passion for creating safe and sustainable home care products, make them a dynamic and capable team to lead the growth and development of Happi Planet.
Market Opportunity:
The market for home cleaning products in India is substantial at $9.8 billion, with a Total Addressable Market of $1.3 billion. Happi Planet targets urban SEC A households in India, with an annual income of Rs. 10 lakh+ and a strong focus on the 25-45 age group, which represents asizable consumer segment of 25 million households. The projected annual home care consumption in this market is estimated to be $3.6 billion, presenting a significant opportunity for Happi Planet to capture a meaningful market share.
Happi Planet's strong value proposition, encompassing plant based, non-toxic & biodegradable formulations, and sustainable packaging, aligns with the growing consumer demand for safer and greener alternatives. The founders' extensive experience in brand management and their strategic approach to building an Omnichannel Consumer brand provide a strong foundation for success. Within a short span of 12 months, Happi Planet has already achieved impressive traction with over 10,000 paying customers enabling them to deliver an Annual Recurring Revenue of Rs. 3.6 crore, with top-line growing at a 35% CAGR over the last 3 months with a healthy 85% revenue repeat rate. The brand's competitive pricing, attractive gross margin, and successful presence on platforms like Amazon, Big Basket, DMart Ready etc. further contribute to its growth potential.
100X Thesis:
The visionary founders of Happi Planet possess a crystal-clear vision for their mission to establish a formidable presence in the realm of multi-category, chemical-free hygiene products. Their early traction in the market has been nothing short of promising, and their impressive track record positions them perfectly to drive rapid scalability. The founders have managed to generate early traction with four core products and the founding team exhibits a profound understanding of supply chain dynamics and distribution channels, further solidifying their capability to execute with excellence.
Conclusion:
With an expanding TAM of 25 million households in India and a target to reach an Annual Recurring Revenue of Rs. 18 crore within the next 12 months, Happi Planet is well-positioned to capture a significant share of the home care market. By combining effective cleaning solutions with a commitment to sustainability, Happi Planet is poised to become a trusted and preferred choice for modern consumers seeking safer and planet-friendly home care options. This is why we, at 100X.VC, believe that Happi Planet is headed for great things. We are excited to play a part in achieving this dream!
