Growing up, we’ve all heard about the remarkable achievements of Sharma Ji ka Beta, whether it was excelling in academics or sports. But beyond the spotlight on Sharma Ji’s kids, there was another Sharma who was quietly making waves in their own field. Sharma Ji Ka Aata is a notable startup in India, founded by Pranav Sharma and Sangeeta Sharma in 2016, with a mission to provide healthy, chemical-free chakki ka aata (flour) to consumers.
Everything started when Mrs. Sangeeta Sharma recognized the prevalence of harmful additives in commercially available flour. Sangeeta, who has always been interested in cooking healthy food, decided to take matters in her own hands and started researching and then eventually started making chakki ka aata at home.
Unique Business Strategy
What sets Sharma Ji Ka Aata apart is its grassroots marketing approach. Rather than investing in traditional advertising, Sangeeta utilized social media platforms by posting early in the morning in various free groups, effectively reminding potential customers to purchase their flour. This strategy proved successful, allowing the company to amass around 4,000 customers and establish a presence in major stores across Pune.
Sales and Revenue
In the financial year 2020-21, Sharma Ji ki Aata generated sales of 12 lakhs, which grew to 27 lakhs in FY 2021-22, with projected sales for the current year reaching 40 lakhs, indicating steady growth. The company maintains a healthy profit with a gross margin of 63% and a net margin of 38%. Additionally, Sharma Ji ki Aata earns 80,000 to 90,000 rupees from grinding grains brought in by customers. In terms of sales channels, 20% of sales come from their website, 25% from WhatsApp, 15% from offline retail, 15% from marketplaces, 5% from local vendors, and the remaining 20% from their own stores.
Product Range
Sharma Ji Ka Aata offers a diverse range of flour products to cater to various customer preferences and dietary needs:
- Sharbati wheat flour : This is one of their most popular products, made from premium quality Sharbati wheat.
- Multigrain flour : A healthier alternative that combines multiple grains.
- Jowar flour : Made from sorghum, this is a gluten-free option.
- Bajra flour : Another gluten-free flour made from pearl millet.
- Customized flour blends : The company offers personalized flour mixes based on individual customer preferences and nutritional needs, with the help of their in-house nutritionist.
As of 2023, Sharma Ji Ka Aata had more than 40 types of flours in their product category. Their product range is designed to provide healthy, chemical-free, and freshly milled flour options to consumers.
Journey in Shark Tank India
Sharma Ji Ka Aata gained further recognition after appearing on “Shark Tank India,” where they secured an investment deal that has helped them expand their operations significantly. Sharma Ji ki Aata appeared on Shark Tanks India seeking an investment of 40 lakhs rupees for 10% equity in the company.
After much negotiations with several sharks, Anupam Mittal, founder and CEO of People Group and Shaadi.com offered 40 lakhs rupees for 20% equity in the company and the pitchers accepted this offer.
Following their appearance on the show, they reported an eightfold increase in sales within a month. As of early 2024, the company is generating approximately ₹20 lakhs in monthly revenue and has expanded its reach across India.
Sharma Ji Ka Aata exemplifies how a commitment to health and quality can lead to entrepreneurial success. By focusing on customer needs and employing innovative marketing strategies, Pranav and Sangeeta Sharma have built a brand that resonates with health-conscious consumers.
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