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Cinagro – Portfolio & Business Analysis

Business Team | Evenflow Brands

Objective: Analyze current portfolio economics, inventory health, and growth opportunities for Cinagro using provided Amazon operational data.

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Commission Analysis: Q1 Insights

Methodology

ASP normalized to ex-GST for margin. Commission calculated as (Net ASP – TP) / Net ASP.

Portfolio Calculation

Revenue-weighted average (Net ASP × DRR) used for portfolio commission.

Key Result

Effective retailer commission approx. 31% (ex-GST)

Insight: Commission is tightly clustered across ASINs, indicating standardized pricing governance.

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Commission Exceptions: Q2 Assessment

Exception Definition

  • Meaningful deviation from portfolio norm
  • Material revenue contribution

Analysis Performed

  • Excluded zero-DRR ASINs
  • Checked deviation outside 30%–32% commission band
  • Applied revenue weighting

Conclusion: No economically meaningful commission exceptions exist once revenue weighting is applied.

Interpretation: Minor deviations are only in low or zero-velocity SKUs. No action required on pricing.

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Q3: Competitive Landscape: Brand Aggregators

Direct Indian Competitors

  • Mensa Brands
  • GlobalBees
  • UpScalio
  • GOAT Brand Labs
  • 10Club

Global Benchmarks

  • Thrasio
  • Razor Group
  • SellerX
  • Perch

Key Insight: Competition is for brand acquisitions and operational scale, not marketplaces.

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Q4: ASIN Performance: Positives & Risks

Positive Standouts

  • High-DRR ASINs with low inventory cover means stock-out risk
  • Stable DRR (L7 ) means predictable demand

Negative Standouts

  • Zero / near-zero DRR with inventory reflects to capital lock-in
  • Extremely high inventory cover (>300 days) shows obsolescence risk

Key Takeaway: Portfolio performance is driven by a small set of fast-moving ASINs, while long-tail SKUs dilute working capital efficiency.

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Q5: Inventory Replenishment & PO Planning

1

Demand Signal

DRR (L7) used as the primary demand signal.

2

Target Cover

30 days for fast movers (DRR > 2), 60 days for slow movers (DRR < 2).

3

PO Quantity

Calculated as (Target Inventory – Effective Inventory).

Key Insight: Replenishment focused only on revenue-driving ASINs to avoid further capital lock-in.

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PO Quantity: Representative ASIN Decisions

ASIN Type

DRR

Effective Inventory

Target Cover

PO Qty

Fast mover

18

Low

30 days

+280

Medium mover

11

Moderate

30 days

+160

Slow mover

0.2

High

60 days

0

Zero DRR

0

Inventory present

NA

0

PO quantities were calculated for all ASINs with DRR > 0 in the backend; the table above illustrates representative decisions across demand tiers.

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Q6: Portfolio Rationalization: Discontinuation

1

Discontinuation Criteria

  • Zero or negligible DRR
  • High inventory cover
  • No strategic importance

2

Actions Identified

  • Freeze replenishment for dead SKUs
  • Liquidate excess inventory
  • Reallocate capital to fast movers

Key Outcome: Discontinuation improves cash flow and inventory efficiency without impacting revenue.

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Q7:New Product Launch Recommendations

Proposed Categories

  • Braided hose pipes (premium lengths)
  • Spray guns & irrigation accessories
  • Attachments with strong cross-sell potential

Pricing Logic: ASP aligned with successful existing price bands. TP maintained to preserve ~31% commission economics.

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New Product Launch: Key Rationale

Double Down

Focus on proven categories.

Increase AOV

Boost average order value.

Portfolio Depth

Strengthen product offerings.

Minimal Risk

Low execution risk.

New launches double down on proven categories, increase AOV, and strengthen portfolio depth with minimal execution risk.