Beat the afternoon slump!!

A Functional drink similar to the 5hr Energy Drink (USA)

Product
3PM is a cognitive enhancer which helps in improving focus.

Improves Awareness:
Caffeine and Taurine are popular ingredients in other
energy drinks which increase the mental awareness.

Improves Mood : Reduces Stress:

We use naturally occurring amino acid like Increased stress levels prevent individuals
L tyrosin which increases dopamine, a precursor from performing to their optimum level. For
in improving the mood of an individual. this, we have used Ashwagandha, a well-
known adaptogen
Success stories from other parts of the world

5 hour Energy in USA has amassed a market worth

about USD 1.2 billion annually

M-150 in Thailand with a market size of approximately

USD 350 million

Lipovitan in Japan with a market size of about USD

1.2 billio
Customer

Target Professionals primarily working for software companies

Customer and startup

These professionals have to spend long and erratic

Why? hours in from of computers under stressful conditions

As 3PM is a cognitive enhancing drink it helps to

How does 3PM remove the mental fog and hence an individual can
help? perform better under crux situation
Market
a) Indian energy drink market is still at its nascent stage compared to markets like China

b) Indian market is set to grow at 9% CAGR

1312

Values in MN USD

CAGR 9%
238
155

2017 (India) 2022 (India) 2017 (China)

Source : Mordor Intelligence

 Why energy drink consumption is relatively low in India?

• 2014 government banned multiple energy drink brands due to high caffeine content.

• However, Dec 2016 FSSAI came up with transparent rules about the caffeine and other ingredient
content

• Since then only Pepsi has re launched with its Sting brand in Oct. 2017

Currently Available in the Market Currently Unavailable in the Market

Note:
You can also refer to http://www.euromonitor.com/energy-drinks-in-india/report
Differentiation
Non Aerated drink:
As the product will be
made from fruit
concentrate the taste of
the energy drink will be
different from the ones
available in the market
like Aamras drink
Also, since ours is a Non Aerated drink, we will be under 12% GST bracket rather than 40%
Key differentiating factors
Shots: Focus Drink:
Most energy drinks are Will be positioned as a drink
available as 250ml cans, so which increase focus and avoid
even if a person is not hungry energy slump
he has to consume the
complete beverage for the
required effects of the drink.
Ours, on the other hand, will
be available as shots of 100-
120ml
Stage 1 – Market Testing
Currently, a prototype of the product is ready though it is not stable for mass-market

Sr. Time
Step
No. (days)
1 Raw material Sourcing 45

2 Lab Setup 60
- Prototype development
- Microbial Testing
- Shelf Life test
3 Packaging Design 15

4 FSSAI Licensing 20

5 Market Validation 90

Note: some of the activities can run in parallel

Total No. of days required for Stage 1: 270 days

Team
Rwiju Pal (Founder)A
An experienced entrepreneur having run my on F&B startup with a revenue of
over 1 CR/year and gross profit of 11%. Had expanded it to 3 stores across
bangalore
Have worked as a consultant for a prominent analytics startup handling major
F&B clients such as Coca Cola India on growth strategy ,consumer insights and
real time data analytics.
Have also worked as Project Engineer for the TATA BOEING 787 project. Was
responsible for Vendor Negotiation, Government Certifications and Bill
verifications
Linkedin : https://www.linkedin.com/in/rwiju-pal-8144677a/

Kunal (Beverage Consultant)A

A seasoned product development person and has worked for companies like CCD,
United Beverage developing both alcoholic and non alcoholic beverages.
An alumnus of University of Queensland with masters in Macro Biology and
Biotechnology

Linkedin :https://www.linkedin.com/in/kunal-mysore-695b1912
Thank You..