Buy Now Campaign Planning & Execution Status

• Identified STP as a route to penetrate categories that fitted into strategic goals of the Business and have a potential to scale up.
Plan
Sep 23 (LaunchSep)
Higher Transaction Fees: ≥ 3%, with competitive
October 2023
Electric pricing across large no of OEMs
November 2023
Wire December
LED Flood LED Street RCCB/MCB 2023
Light Light Safety • B2B Scalability: Converting STP / Mobile App
• High bay Lights
Helmets led RFQs and cross sell/up sell
Led Panel LED Rope • AC Motor
Light Light • B2R Scalability: Developing related products to
• Power Tools increase assortment width and average ticket size.
• Chain Link Fence
Safety Products
Electrical
Products

Safety Safety Safety

LED Gumboots
Fans Wires RCCB/MCB AC Motors Goggles Shoes Helmets
Products

Power Tools

Angle Grinder Electric Drill Tile Cutter Welding Machine

1
 DI Selection Criteria

Related to Building &

Construction Industry
High TAM CAGR
+ Manufacturing
Sector

Propensity to sell
High Margin
online
 Market Overview for BUY NOW DI’s
Product Group Product​ TAM​ Organized​ Unorganized​ Trade ​ Projects​ Launch Date
Ceiling Fan​ 9000 5400 3600 6300 ​ 2700 ​ 25-Jun
Flood Light​ 2500 1500 1000 1500 1000 15-Sep
Panel Lights​ 5000 3500 1500 3750 1250 15-Sep
Electric Wires​ 25000 11250 13750 8750​ 16250​ 15-Sep
Electrical & Lighting Circuit Breaker​ 2900 1885 1015 1800​ 1100​ 23-Oct
Motors​ 10000 6000 4000 5000​ 5000​ 31-Dec
Street Lights 2000 1200 800 400 1600 21-Oct
Led Rope Light 600 100 500 500 100 06-Nov
High Bay Lights 600 500 100 200 400 20-Dec
Compatible ink Cartridge 1100 0 1100 800 300 25-Jun
Electronics
Desktop Computer 12000 7000 5000 6000 6000 20-Dec
Angle Grinder 800 560 240 680 80 12-Dec
Corded Electric Drill 800 560 240 680 80 12-Dec
Power Tools Corded Impact Drill 800 560 240 680 80 12-Dec
Tile Cutter 400 280 120 340 40 12-Dec
Welding Machine 250 125 125 222 25 26-Dec
Safety Safety Shoes 4000 2800 1200 1550 2400 26-Jun
Building & Construction Chain Link Fence 6600 1980 4620 3960 2640 31-Dec
Grand Total 84350 45200 39150 21262 15995
Category Management | Category Assortment (Q3 Addition)
• Capacity Range: 0.25 hp – 20 hp
• Mounting: Double pole foot mounted – four pole flange mounted
• Price range: ₹ 4,000 – 53,000

• Selection Range: Arc Welding – TIG and MIG, Air Plasma,

LASER Welding, Intercell Welding, Rectifier Welding
• Price range: ₹ 7,000 – 1,16,500

• Selection Range: Angle Grinders, Electric Drills, Electric

Screwdrivers, Rotary Hammer Drill, Tile Cutter
• Price range: ₹ 1,000 – 52,000

• Configuration Range: i3 – i7, Upto 1TB HDD/SDD

• Price range: ₹ 36,000 – 1,05,000

• Selection Range: LED High Bay Light, LED Strip Lights, LED
Flood Lights, LED COB Lights, LED Rope Lights
• Price range: ₹ 100 – 30,000
4
 Lighting

Product TAM Organized Unorganized Trade Projects Launch Date CAGR %

Luminaire 10700 6800 3900 6350 4350 15-Sept 11%

Repeat Buyer Highest Value

Buyer Profile B2B B2R B2C
Count Order
Luminaire 67% 11% 22% 45 135K

Category Number of GMV Brand STP Sku Repeat Total Sellers OEM OEM Key Seller Sufin
Orders Count Count Order Count Appointed Margin

Luminaire 497 9,12,083 17 1044 58 17 12 5 9 3.5%

% Contribution In % Contribution In
Top Regional Brand Price Advantage % Top National Brand Price Advantage %
DI(GMV) DI(GMV)

Crescent Exclusive Portfolio 16% Philips 30% 24%

Compact Exclusive Portfolio 21% HPL 25% 5%
 Ceiling Fans – STP Overview
Product TAM Organized Unorganized Trade Projects Launch Date CAGR %

Ceiling Fans 9000 5400 3600 6300 2700 25/6/2023 11%

Buyer Profile B2B B2R B2C Repeat Buyer Count Highest Value Order
Ceiling Fans 23% 7% 70% 52 36K

Number of Brand STP SKU Repeat OEM L&T Sufin

Category Orders GMV Count Count Order Count Total Sellers OEM Appointed Key Seller Margin
Ceiling Fans 578 1104053 13 438 52 17 5 4 4 3% - 5%

% Contribution In % Contribution In
Top Regional Brand Price Advantage % Top National Brand Price Advantage %
DI(GMV) DI(GMV)
Gestor 18% 38% Polycab 5% 18%
 MCB/RCCB – STP Overview
Product TAM Organized Unorganized Trade Projects Launch Date CAGR %

MCB/RCCB 2900 1855 1015 1800 1100 23/10/2023 6%

Buyer Profile B2B B2R B2C Repeat Buyer Count Highest Value Order
MCB/RCCB 53% 11% 36% 52 27K

Number of Brand STP SKU Repeat OEM L&T Sufin

Category Orders GMV Count Count Order Count Total Sellers OEM Appointed Key Seller Margin
MCB/RCCB 146 271903 11 714 15 11 4 3 2 3% - 5%

% Contribution In % Contribution In
Top Regional Brand Price Advantage % Top National Brand Price Advantage %
DI(GMV) DI(GMV)
Devco 20% 12% Havells 15% 40%
Safety Shoes – STP Overview
Product TAM Organized Unorganized Trade Projects Launch Date CAGR %

Safety Shoes 4000 Cr 2800 Cr 1200 Cr 1600 Cr 2400 Cr 25-Jun 8%

Repeat Buyer Highest Value

Buyer Profile B2B B2R B2C Count Order
Safety Shoes 79% 11% 10% 27 13k

Number of Brand STP SKU Repeat OEM L&T Sufin

Category Orders GMV Count Count Order Count Total Sellers OEM Appointed Key Seller Margin
Safety Shoes 580 577,526.00 15 1209 39 37 13 3 6 1.5-3%

% Contribution In % Contribution In
Top Regional Brand Price Advantage % Top National Brand Price Advantage %
DI(GMV) DI(GMV)
Armaduro 40-50% 39% Hillson 35-50% 27% (only STP)
 Compatible Printer Cartridges

Product TAM Organized Unorganized Trade Projects Launch Date CAGR %

Printer
Cartridge 1100 0 1100 800 300 25-Jun 20%

Repeat Buyer Highest Value

Buyer Profile B2B B2R B2C Count Order
Printer Catridge 80% 09% 11% 68 7k

Number of Brand STP Sku Repeat OEM Sufin

Category Orders GMV Count Count Order Count Total Sellers OEM Appointed Key Seller Margin
Printer
Cartridge 756 5,19,789.00 7 454 92 6 5 1 0 3%

% Contribution In % Contribution In
Top Regional Brand Price Advantage % Top National Brand Price Advantage %
DI(GMV) DI(GMV)
Printodome 40-50% 30% Foxin 20-25% 31% (only STP)
 Electric wire – STP Overview
Product TAM Organized Unorganized Trade Projects Launch Date CAGR %

Electric wire 25000 Cr 11250 Cr 13750 Cr 8750 16250 15.09.23 5%

Repeat Buyer Highest Value

Buyer Profile B2B B2R B2C
Count Order
Electric Wire 34% 18% 48% 22 170k

Number of Brand STP SKU Repeat OEM L&T Sufin

Category Orders GMV Count Count Order Count Total Sellers OEM Appointed Key Seller Margin
Electric wire 107 4,86,000 11 1085 32 11 8 3 5 3%

% Contribution In % Contribution In
Top Regional Brand Price Advantage % Top National Brand Price Advantage %
DI(GMV) DI(GMV)
Johnsoncab Exclusive offering 30% Polycab 15% 38%