CLENSTA’S STORY FROM PERSONAL CARE TO HOME CARE WITH TECHNOLOGY
How will the EBDC Technology help in saving plastic waste?
The Clensta homecare consumer-based hygiene products range is based on Enhanced Bioactivity of the ingredients to degrade the micro-organisms along with the cleansing technology i.e. EBDC Technology, the trademark technology of Clensta International Private Limited. The science behind the product is that it has been formulated with synergistic effects of two or three active ingredients to enhance the efficacy of the system of preventive care. With this technology, the active ingredient will be compressed in the “smart concentrate” form that can be used to prepare the preventive care products specialized in providing a healthy and safe environment to the individuals. The system of safe synthetic and natural ingredients has been formulated that will not harm any individual or even pollute the environment on regular usage. EBDC Technology enables consumers to save various avoidable hidden costs of a product develop
What kind of research and development is being done behind this technology?
The Clensta Homecare range product ingredients include - emulsifiers, binders, active ingredients and other excipients are compressed in a concentrate form. Its self dispersant property makes it a quick 'Ready-to-Use' liquid solution for all your home care needs.
Our aim is to develop the technology that helps to develop a compressed concentration formula, which will be diluted in water for application purpose. The concentrated formulation in the form of the liquid concentrate will be used in refill mode that decreases the infection / microbial burden in the personal and household environment and also reduces the amount of single-use of plastic used in-home care.
How do you plan to strategize to reach out to consumers in tier II & tier III cities?
Currently all Clensta products are available on ecommerce platforms like AMAZON and the homecare range is soon launching on the company’s website. The products would also be retailed via leading stores that would be reached out via distribution channels.
Clensta has been majorly working on the B2B and B2G distribution models but to achieve the target of achieving the 10X growth, it has planned to explore all the latest distribution models and channels working for the FMCG companies like Modern Trade, E-Commerce, B2C and D2C.
Clensta is planning to build the largest and most innovative D2C brand in personal care and homecare which states the company’s brand positioning. Sustainability concerns and increased demand for waterless skin care products have increased the manufacturing of waterless cosmetics, bolstering the market growth.
To address the growing concerns regarding plastic waste and water wastage in the industry, beauty influencers are heavily promoting waterless beauty products. Also, the rising demand for cruelty free, non-toxic and eco-friendly products are providing lucrative growth opportunities for the market players.
How has the journey been as a Start-Up that went on to clock enormous turnaround growth within 5 years of coming into being?
This year has brought many amazing laurels for Clensta by amplifying its business more
than its expectations. To count a few:
1) 20 and more patent filled
2) 200 and more jobs generated
3) 2,000 and more media coverages
4) 20,000 and more pharmacies and retail chains acquired as customers
5) 2 Lac units/day manufacturing capacity achieved
6) 20 Lac and more consumers benefited from our products and appreciated
7) 2 Crores and more litres of water saved
Vital Reflections: First company to receive $ 50 million as Revenue based funding from N+1 Capital.
Industry Opportunities: 768 (1 in every 3 people) million people across the world live without access to improved hygiene. Revenue in the Personal Care segment is projected to reach US$5,134m in 2022.
Revenue is expected to show an annual growth rate (CAGR 2021-2025) of 9.91%, resulting in a projected market volume of US$7,493m by 2025. In the Personal Care segment, the number of users is expected to amount to 347.0m users by 2025. User penetration will be 13.7% in 2021 and is expected to hit 24.0% by 2025. The average revenue per user (ARPU) is expected to amount to US$26.97. We are targeting to have a small pie of this market segment.
Strong Product pipeline with innovative and disruptive products: Disrupting Personal & Home Care space. Creating Innovation in Hygiene in partnership with IIT Delhi. Building the largest & most innovative D2C brand in personal care and home care. Have product portfolios of 28 products, 14 products commercialized & 19 patents filed. Around 16 more products are planned.
Growth Strategy, upcoming investors and brands who had shown interest: Clensta has specified a four-step approach to achieving desired growth.
i. Solidified position in B2B segment
ii. Investing in Infrastructure and Talent Development
iii. Building Product Portfolio with sustainable approach
iv. Expanding presence in B2B2C and D2C segment
Clensta has been working on an exponential growth parameter to transform itself from merely an aspiring 10% profit center unit to an Exponential Organization for a 10X Growth by adopting the below Business Canvas Model. Clensta has planned to have 20x business growth in the next 5 years.
With the inclusion of this technology in the Homecare Range – what is the growth that
Clensta is going to solve the problem of the availability of the Indigenous, Innovative, Affordable and Quality based Homecare Products in Indian Market, at a reduced price to be availed by Tier 2 and Tier 3 cities.
Clensta intends to disrupt the entire homecare industry worldwide through its new products, by making available all the daily use or consumer staple homecare products at the 70% reduced price as compared to peers with comparatively supreme quality.
Clensta is planned to build the largest and most innovative D2C brand in personal care and homecare which states the company’s brand positioning. Sustainability concerns and increased demand for waterless skin care products have increased the manufacturing of waterless cosmetics, bolstering the market growth.
Clensta International aims to clock in and where does it see itself in the next 5 years to come?
Clensta has been working on an exponential growth parameter to transform itself from merely an aspiring 10% profit center unit to an Exponential Organization for a 10X Growth by adopting the below Business Canvas Model. Clensta has planned to have 20x business growth in the next 5 years.
Key parameters adopted by Clensta for the Exponential Growth of 10X, which has been adopted by the world’s top 100 Startups.
Customer Segment – Solve Problem for Many & Masses
Clensta is going to solve the problem of the availability of the Indigenous, Innovative, Affordable and Quality based Homecare Products in Indian Market, at a reduced price to be availed by Tier 2 and Tier 3 cities.
Value Proposition – information & knowledge-based offering
Clensta intends to disrupt the entire homecare industry worldwide through its new products, by making available all the daily use or consumer staple homecare products at the 70% reduced price as compared to peers with comparatively supreme quality.
Customer Relationship - Community of Fans
Clensta has adopted a strategy of developing a community of fans instead of one-time customer acquisition & their retention thereafter. By doing so Clensta will not only be able to reduce the cash burn on the customer acquisition but also able to gain the brand visibility through the publicity being done by all the community of fans of the Clensta products, which are concerned for the Sustainable Development Goals of the United Nations and more serious with respect to the conservation & safety of the drinkable water, promotion of hygiene practices affordable health & hygiene
Channels – Planned to penetrate via all the latest distribution models
Clensta has been majorly working on the B2B and B2G distribution models but to achieve the target of achieving the 10X growth, it has planned to explore all the latest distribution models and channels working for the FMCG companies like Modern Trade, E-Commerce, B2C and D2C.
Clensta is planning to build the largest and most innovative D2C brand in personal care and homecare which states the company’s brand positioning. Sustainability concerns and increased demand for waterless skin care products have increased the manufacturing of waterless cosmetics, bolstering the market growth.
To address the growing concerns regarding plastic waste and water wastage in the industry, beauty influencers are heavily promoting waterless beauty products. Also, the rising demand for cruelty free, non-toxic and eco-friendly products are providing lucrative growth opportunities for the market players.
There is a rising consumer awareness is driving a number of trends in the industry:
Higher demand for sustainable products
Rising aspirational buying and price consciousness and transparency
Increasing knowledge about products features and effects
From an environment, POV how will this technology rise up to the occasion?
All products of Clensta’s homecare range have EBDC Technology enables consumers to save various avoidable hidden cost of a product development like packaging cost, logistics cost, which normally cover up to 70% of total product market price
Website: www.clensta.com
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