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As on: Feb, '19
Inspiration: https://bit.ly/2sAqkHb
Suggestions: abhishek@boldkiln.com
Colour codes / mapping basis US, not updated for India yet.
CategoryGlobal StartupsIndian StartupsLarge Incumbents Global / USGlobal Market Size (B) ***Global Market Growth (CAGR) ***Indian Market Size (B)Indian Market Growth (CAGR)Barriers to EntryRepeat Rate/RetentionPurchase FrequencyAverage Order Value*Value to Weight Ratio*Gross Margin*Manufacturing Complexity Market ConcentrationMarket SaturationExisiting Brand Affinity Innovation in the CategoryRegulated IndustryConsumableGood for Subscription**Large Incumbents Indian
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(Niche) ApparelAthlos, March Tee, Summerhouse, Turmswear, Zerofux, Andamen, Bhane, Bombay Shirt Company, Bombay Trooper, Korra, Nordlich, Vitruvien, MediumHighMediumMediumHighHighMediumLowLowLowYesNoNoNo
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Anti-Aging Unity Biotechnology, Elysium Health, TeadoraPfizer, Eli Lilly & Co, Merck , Novartis, Bristol Myers Squib, Roche, AbbVie, AmGen$1407.5%HighHighHighMediumHighHighHighLowLowMediumYesYesYesYes
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Baby Care Honest Company, Happiest Baby, Owlet, Giggle, 4Moms, Snuza, Nutrinia The Moms Co, MamaearthP&G, J&J, Kimberley Clark , Nestle, MeadJohnson$667.0%LowHighHighMediumLowLowLowMediumMediumLowYesNoYesYes
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BeddingBrooklinen, Parachute Home, Casper, Jill House Home, ReverieSunday Bed Mattress,Steinhoff, Ashley Furniture, Serta$56.5%LowLowLowMediumMediumMediumLowLowMediumLowNoNoNoNo
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Beverages (Non-Alcoholic)Soylent, Dirty Lemon, Ripple, Juicero, Health Ade, Core Water, BulletProof Coffee, Sudden Coffee, Daily HarvestKiva, Blue Tokai, Sleepy Owl, Deccan Coffee, Rage Coffee, Raw Pressery, Vadham Teas, Happy Ratio, Tea Trunk, Tea Box, Coca-Cola, Pepsico, Nestle, Dr. Pepper Snapple, Danone$1,5004.3%LowMediumHighLowLowHighMediumLowHighHighYesYesYesYes
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CarsTesla, Faraday Future, Zoox, Rimac, Lucid MotorsToyota, VW, GM, Hundaei/Kia, Ford, Nissan, Fiat$2,5002.6%HighLowLowHighHighLowHighLowHighHighYesYesNoNo
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Bikes / ScootersAther, Emflux, Orxa, Strom, BuyMyEV, HighLowLowHighHighHighHighMediumLowMediumYesNoNoNo
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Contraceptive (Men's)L BrandsKarex, Church & Dwight , Reckit Benkiser$78.2%MediumMediumMediumLowHighMediumHighHighLowMediumNoYesYesNo
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Contraceptive (Women's)Pfizer, Merck, J&J, Teva$158.0%HighHighHighLowHighHighHighHighMediumMediumYesYesYesYes
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Contact LensesHubbleJ&J, Valaent, Novartis, The Cooper Companies$127.6%HighHighHighMediumHighHighHighHighLowLowNoYesYesYes
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CosmeticsGlossier, Memebox, HushSyona Cosmetics (not exactly DTC), P&G, L'Oréal, Unilever, Avon, Beiersdorf, Estee Lauder, Shiseido, Kao, LVMH$4506.0%MediumHighHighMediumHighHighMediumHighHighMediumNoNoYesNo
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ElectronicsBoat, MediumMediumMediumHighHighHighMediumMediumHighMediumYesNoNoNo
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Eyewear Warby Parker, Felix Grey, ZenniJohn JacobsLuxoticca, Safilo$1027.0%MediumMediumLowHighHighHighMediumHighMediumMediumNoYesNoNo
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Feminine CareLola, Thinx, LunaPadsPeeBuddy, Sirona, Pee Safe, P&G, Hanesbrands, Kimberly Clark$196.0%LowHighHighLowHighMediumLowHighLowHighNoYesYesYes
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Food (Packaged)Blue Apron, Plated, Hello Fresh, Sun Basket, Freshly, Thrive Market, Sprig, Nature Box, Hungryroot, Green Chef, Home ChefThe Forbidden Food Co, Beato (sort of), Misht, Supa Foods, Chomp, Snackible, Tyson, Kraft, General Mills, Mondelez, Mars, Cargill, JBS$2,4006.4%LowMediumHighLowMediumLowHighLowHighMediumYesYesYesYes
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Footwear (Children's)PlaeNike, Adidas$256.0%LowMediumLowMediumLowMediumLowMediumHighMediumNoNoNoNo
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Footwear (Men's)AllBirds, Greats, M.Gemi, Jack Erwin, Paul EvansNeemans, The Shoe Factory, VAPH Shoes, Paaduks, Nike, Adidas, Asics, Sketchers$822.0%LowMediumLowMediumMediumMediumMediumLowHighHighNoNoNoNo
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Footwear (Women's)M.Gemi, Tamara Mellon, Rothy's, Allbirds, Nobull, Shoes of PreyNeemans, VAPH Shoes, Paaduks, Coach, Nike, Adidas$821.3%MediumMediumLowHighMediumMediumMediumLowHighHighNoNoNoNo
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Furniture Burrow, Greycork, Tylko, Interior DefineUrban Ladder, IKEA, Ashley Furniture, Herman Miller, Copeland Furniture$2505.8%LowLowLowHighLowMediumHighMediumLowLowYesNoNoNo
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Mens GroomingDollar Shave Club, Harry's, EllaBombay Shaving Co, Ustraa, The Man Company, Beardo, Singh Styled Gillete, Schick (Energizer)$216.0%HighHighHighLowHighHighHighHighMediumMediumNoNoYesYes
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Hair CareFunction of Beauty, Madison Reade, NutrafoilP&G, Unilever, L'Oréal$803.0%MediumMediumMediumLowMediumHighMediumMediumLowLowNoNoYesYes
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Hair LossMcNeil, Merck$45.0%MediumHighHighMediumHighMediumMediumHighLowLowNoYesYesYes
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HandbagsCuyana, Mon Purse, Dagne DoverEverpretCoach, Chanel, Michael Kors, Hermès $1408.0%LowMediumLowHighHighMediumHighLowHighHighYesNoNoNo
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Hats New Era$74.6%LowLowLowMediumHighMediumLowHighHighLowNoNoNoNo
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Jewlery (Fashion)Bauble Bar, Stone & Strand, Mejuri, WunderlustZara. H&M, Swarovski Group$257%LowMediumMediumMediumMediumMediumLowLowHighLowNoNoNoNo
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Jewlery (Luxury)Zale Corp, Tiffany & Co, Karl Scheufle, Richemont, LVMH, Stuller, Van Cleef & Arpels$1665.0%MediumLowLowHighHighHighHighHighLowMediumNoNoNoNo
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KitchenwareSnoweMeyer$154.0%LowLowLowHighLowHighLowHighMediumLowNoNoNoNo
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Luggage Away, Raden, BlueSmart, LinjerSamsonite, Delsey, LVMH, RImowa$3411.5%LowLowLowHighLowHighLowHighLowLowNoNoNoNo
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MattressesCasper, Purple, Tuft & Needle, Loom & Leaf, Saatva, Helix Sleep, Boll & Branch, YogabedWink & Nod, WakeFit, SundaySealy, Tempurpedic, Serta, Simmons$246.5%LowLowLowHighHighHighLowHighHighLowNoNoNoNo
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Oral CareQuip, Goby, KolibreeColgate-Palmolive, Unilever, P&G$106.8%LowMediumMediumLowMediumMediumLowMediumMediumMediumNoNoYesNo
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Personal Care / LifestyleArata, Bare Necessities, Fizzy Fern, MCaffeine, Singh Styled, MediumMediumMediumMediumHighHighMediumLow
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Pet FoodNomNomNow, Farmer's Dog, OllieDogspot, HUFT, Drools, Pedigree & Blue Buffalo (Mars)$604.0%LowHighHighMediumMediumMediumMediumHighLowMediumNoNoYesYes
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Sexual WellnessCrave, Unbound , NuelleDoc Johnson, JimmyJane$207.0%LowMediumLowMediumMediumMediumLowMediumLowLowYesNoNoNo
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SkincareOars & Alps, Curology, Cane + AustinPink Pumpkin, Nestle, L'Oréal, J&J, Benefit Cosemetics, Unilever, $1214.9%MediumMediumMediumMediumMediumHighMediumHighMediumMediumYesYesYesYes
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SocksStance, Nice Laundry, BombasMoja Club, Hanesbrands, Fruit of The Loom (Berkshire Hathaway), Gildan$78.0%LowHighMediumLowLowMediumLowLowLowLowNoNoNoNo
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Underwear (Men's)MeUndies, Mack Weldon, Tommy JohnTailor & Circus, XYXXHanesbrands, Fruit of The Loom (Berkshire Hathaway), Gildan$96.0%LowMediumMediumLowHighMediumLowLowLowLowNoNoNoNo
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Underwear (Women's)Lively, Third Love, Adore Me, True & Co, YellowBerryTailor & CircusVictoria's Secret, The Gap$2818.0%LowHighMediumMediumHighMediumHighMediumMediumHighNoNoNoNo
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Vitamins & SupplementsRItual, Care/Of, Eleysium Happy Ratio, Unived, Dr VaidyasUSANA, Pfizer, Otsuka$1626.5%LowMediumHighLowHighHighMediumLowMediumMediumYesYesYesYes
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Watches Shinola, Leonard & Church, MVMTSwatch Group, Richemont, LVMH, Rolex$707.7%MediumMediumLowHighHighHighHighLowMediumHighYesNoNoNo
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MiscRoad Gods, GrandPitstop,
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Please send in any recommendations / data / thoughts to abhishek@boldkiln.com
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*Estimates
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ClassificationGross Margin AOV (Per Unit)
Frequency (# per Year)
Repeat Rate
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High60%+$100+7+60%+
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Medium40-60%$30-$1003-740%-60%
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Low<40%<$30<3<40%
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**Personally I am short subscription overall;
but this is to evaluate if the category per se lends itself well to a subscription model.
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*** Data from inspiration sheet; possibly dated as of '17.
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