BUSINESS PLAN FOR PRECIPURE RAINWATER FILTRATION SYSTEMS JALDHARA WATER HARVESTING SOLUTIONS FEBRUARY 2019
BUSINESS PLAN
FOR
PRECIPURE RAINWATER FILTRATION SYSTEMS
JALDHARA WATER HARVESTING SOLUTIONS
FEBRUARY 2019
Contents
1. Company Profile 1
2. Legal Structure 1
3. Products & Services 2
4. Vision 2
5. Team 3
6. USP OF PRECIPURE 4
7. Market Analysis 4
8. Marketing Plan 6
9. Work Execution Methodology 9
10. Financial Plan 10
Appendices
Appendix A. Business registration documents 12
Appendix B. Tax registration documents 15
Appendix C. Trademark certificate 17
Appendix D. Certificates of training undertaken 18
Appendix E. Customer list 20
Appendix F. Product details and photographs 21
Appendix G. A Practical Outlook on Conventional 25
Rainwater Recharge Systems vis-à-vis
PRECIPURE Rainwater Filtration Systems
for Rainwater Storage & Re-use
1
Company Profile
JALDHARA WATER HARVESTING SOLUTIONS is a proprietory firm
established in year 2010 by Peeyush Sharma. Peeyush Sharma is a science
graduate and an MBA post graduate. Before establishing this firm he had
worked in corporate sector for more than 8 years. Always having an
inclination towards environment conservation, he left his job at Kirloskar Oil
Engines Ltd. and established this firm with an exclusive focus on conserving
rainwater. In order to equip himself with basics of rainwater harvesting he
successfully completed *‘Certificate Program in Water Harvesting
Management’ conducted by IGNOU. Although most of the knowledge and
experience was gained in field and through interactions with experts, still to
further enrich his knowledge he joined and successfully completed the
*training course on ‘Selection & Design of Artificial Recharge Structures’ conducted by Central
Ground Water Board’s Rajiv Gandhi National Ground Water Training & Research Institute, Raipur.
*Please refer Appendix D for certificates of training.
Now after more than 8 years of experience in this field focus of the organization is on developing low
cost rainwater harvesting solutions along with introducing latest techniques, components and
procedures in conventional systems. Mission of JALDHARA WATER HARVESTING SOLUTIONS
is ‘Harvesting Rains for a Better World’ and thus strive towards self-reliance in water availability.
From its establishment in 2010 till date the firm has helped to generate annual rainwater harvesting
capacity of more than 1119 lac litres across industrial, institutional and residential segments with
more than 85 satisfied customers* and is continuously striving for more. Rainwater harvesting being
the key focus, firm is always updating its working pattern, services and techniques in order to provide
efficient solutions to customers.
* Please refer Appendix E for list of customers.
Legal Structure
Jaldhara Water Harvesting Solutions is a sole proprietorship firm registered under Shop &
Establishments Act of Govt. of Rajasthan. Apart from that the firm has registrations:
as a business with Directorate of Economics & Statistics, Govt. of Rajasthan;
as a Micro Enterprise with Ministry of Micro, Small and Medium Enterprises, Govt. of India;
as a business under GST Act, Govt. of India.
Firm has also registered its newly launched rainwater filtration system ‘PRECIPURE’ as a trademark
with Govt. of India.
(Please refer Appendix A to C for firm registration documents.)
2
Products & Services
Jaldhara Water Harvesting Solutions has been basically a service provider organization with the
following key areas of operation:
Consultancy services comprising of various scientific studies required for preparation of
rainwater harvesting plans.
Complete/part project planning and implementation
Comprehensive annual maintenance services to ensure optimum results and long life of new
and existing rainwater harvesting systems.
After gaining practical experience of rainwater harvesting and understanding issues which prevent
people to adopt rainwater harvesting on a large scale, the organisation has come up with launch of its
new product – PRECIPURE RAINWATER FILTRATION SYSTEMS*. Present business plan
focuses on PRECIPURE only with which it intends to change entire picture of the market.
* Please refer Appendix F for product details.
Vision
TO BE ONE AMONGST THE MOST RECOGNIZED, REPUTED & ETHICAL
ORGANIZATIONS PROVIDING RAINWATER HARVESTING PRODUCTS & SERVICES AND
BE THE MARKET LEADER IN RAINWATER FILTER SEGMENT BY 2025
Primary drivers to achieve the vision
PRECIPURE Rainwater Filtration Systems
3
Team
Rainwater harvesting work comprises of a close coordination of various trades of work. We have a
highly motivated team of associates with an inclination to accomplish the work safely and in time-
bound manner. Our team comprises of the following professionals who are competent and well-
experienced in their respective field of expertise:
Hariram
More than 25 years experience in project supervision, coordination and manpower
management.
Raghuveer
More than 20 years experience in recharge bore well drilling and associated works.
Suresh
More than 15 years experience in execution and supervision of plumbing work.
Kirori
More than 10 years experience in project supervision, coordination and manpower
management.
4
Neelkamal
More than 5 years experience in AutoCad designing,
Being a first generation entrepreneur, proprietor needs to be well versed in all the areas of business to
ensure a successful and profitable performance. While the functions of marketing, customer
communications, vendor coordination, coordination with associates and research analysis for
incorporating new developments in the field are his primary responsibilities, accounting function is
being outsourced to a well known accounting firm.
USP OF PRECIPURE
PRECIPURE is a range of first of its kind in-house developed rainwater filtration systems. This
product has been developed keeping in mind limitations of recharge method* of rainwater harvesting
currently being implemented in most of the buildings. This product emphasises more on utilising
rainwater after storing it in tanks. It offers benefits of high efficiency filtration, low cost, easy, safe &
quick implementation, easy and low cost maintenance and lets user experience visible personal
benefit of rainwater harvesting.
More and more people can be motivated to take up rainwater harvesting by adopting this product and
this will not only ease water stress currently being felt everywhere but also provide a boost to
rainwater harvesting market. It will motivate people to voluntarily adopt rainwater harvesting. This
will also help ease off pressure of water supply on govt. authorities to some extent and bring about a
positive response of people to government policies on rainwater harvesting.
* Please refer Appendix G for a practical outlook on Conventional Rainwater Recharge Systems vis-
a-vis PRECIPURE Rainwater filtration Systems for Rainwater Storage & Reuse.
Market Analysis
Target Market
Target market of PRECIPURE comprises of all types of buildings – residential, industrial and
institutional. These include existing as well as new constructions. In different states of the country
governments have framed different laws regarding roof area requirement above which rainwater
5
harvesting is mandatory. Also there are different rules for existing and new buildings. Going by high
efficiency and cost benefits provided by our product we plan to target all the buildings irrespective of
the roof area. With our experience in conventional RWH market we have witnessed people voluntary
implementing rainwater harvesting measures even if their roof area is less than what is required by
laws. So the target market can be considered as all type of buildings barring those where rainwater
harvesting systems have already been installed. Therefore PRECIPURE will be positioned and
marketed as a mass product in the same manner as for example RO filters. Only difference will be that
it is not a need-based product and its demand will be governed more by the level of understanding of
water stress situation in people and by the level of awareness created by government.
Market Size
As per Census of India, 2011 total no. of buildings in India is 330.84 million. We take only 1% of
these buildings as our potential market. So a conservatively estimated potential market size in India is
3.31 million buildings. If each building owner spends an average of Rs. 20000 on installing rainwater
harvesting filter the market size works out to be Rs. 6620 crores.
Market Justification
Due to ever increasing population, pressure on water resources is increasing rapidly. It is estimated
that 2 billion to 3 billion people will live in water pressure zones by 2025. This has prompted
governments all over the world to look for alternative ways to reduce dependence on regular sources
of water supply. Rainwater harvesting is seen as one of the most efficient and cost-effective means of
alleviating pressure on public water supplies along with several other benefits. To reap benefits of this
naturally available resource, governments have enacted legislations so that people implement
rainwater harvesting on large scale. Global rainwater harvesting market is expected to grow at a
CAGR of 5% from 2016 to 2025. As per a recent report rainwater harvesting market in India will
grow at a CAGR of 6.56% during 2017 to 2021. The primary driver for market growth will be
government policies and mandatory provisions on rainwater harvesting. Initiatives taken by
corporates under CSR programs will also be a driver. Also due to rising awareness of benefits of
rainwater harvesting, there will be a positive trend in voluntary adoption of rainwater harvesting
measures by people.
Trends
Rainwater harvesting has always been there in India and other parts of the world for centuries. Due to
piped supply of water by governments this practice was slowly abandoned by people. Its relevance in
modern times is being re-understood by governments due to increasing water stress conditions,
Rainwater harvesting has been made mandatory in most of the states of the country. In low rainfall
areas emphasis has been on implementation of recharge measures while in high rainfall areas storage
option is implemented.
Challenges
Primary challenges for positioning PRECIPURE in the market will be as follows:
1. Widespread belief amongst public, especially in low rainfall areas that rainwater harvesting is
synonymous with ground water recharge only.
2. Convincing government authorities in low rainfall states to modify provisions of rainwater
harvesting to also include storage and reuse method.
3. Low-cost filters already available in the market although they are much less efficient than
PRECIPURE.
4. Widely prevalent attitude amongst people of compromising quality with price.
6
5. Still low level of awareness regarding benefits of rainwater harvesting in many parts of the
country.
6. Identifying and setting up a strong local distribution network.
7. Installation problems in existing buildings.
8. Technological validation of PRECIPURE by a reputed govt. agency well before March 2019.
9. Sourcing of funds for working capital, advertising, demonstrations and other market
development activities.
Competition
In India there are many manufacturers as well as importers of rainwater filters. Of these RAINY
filters is the most well-known. PURERAIN is another brand. These and other players are mostly
operating in South Indian states, Maharashtra, Gujarat and Madhya Pradesh. In other states including
Rajasthan the concept of rainwater storage is less popular so these filters have very low presence. In
Rajasthan only in Udaipur there is a supplier of DEWAS filter which is mostly operating locally.
Vendors & Brands
We have joined hands with experienced vendors and reputed brands of the market to ensure
development of a high quality product.
Vendors/Brands Product/Service Component of
PRECIPURE Arihant Plast, Jaipur HDPE pipes & fittings Nilkamal Plastics/Supreme Industries First flush and buffer tanks Polycon/Sintex/Nircon Buffer tank Nircon/Prince/Astral/Kisan PVC pipes & fittings
R.R.Minerals, Bikaner Filter sand Sunder Hardware, Jaipur SS & PVC screens
Pooja Engineering Workshop, Jaipur Fabrication work
Gupta Pipe & Fitting Store, Jaipur Joints and miscellaneous fittings Khandelwal Plastics, Jaipur PVC & G.I. fittings
Marketing Plan
Competitive Edge
PRECIPURE rainwater filters possess the most important competitive advantage in being a high
efficiency rapid sand filter which can remove considerable amount of bacteria and turbidity apart
from physical impurities. There is no filter in the market which possesses this feature. This will be the
main highlight of the product while doing its promotion.
Pricing Strategy
Introductory price of the basic version of PRECIPURE will be kept at around Rs.12000/- excluding
GST.
7
Discounts on a single order of 5 or more units will be offered to market dealers. Further discount slabs
will be introduced as per requirement of the market.
A new firm may be registered exclusively for PRECIPURE in order to save on GST component so
that final price to customer is reduced.
Area of Operation
Primary operating area will be the state of Rajasthan, but entire country can be covered through online
marketing and good partnerships with local traders. Potential market centres will be identified and
visits will be undertaken to develop representation. Primary emphasis will be on sanitary and RO
dealers. Even global market is there to be tapped with proper positioning and marketing of the
product.
Promotion
Marketing & Promotion activities have been planned to establish PRECIPURE from now till Nov.
2019 as follows:
What When Funds required ( )
Listing in online business
websites such as Google
Busines, IndiaMART,
TradeIndia, Exportersindia, Just
Dial, msmemart, Amazon, etc.
Process already started 20000
Google ads Ad placed during Jul.-Aug.18;
Next ad planned in Jun.-
Aug.19. For South Indian
market, ad may run further from
Sep.-Nov.19
5000
Sharing product details on
social media such as Whatsapp,
Instagram, Twitter, Facebook,
FirstWall, Connect, Raj
Bioscope, etc.
Process already started -
Presentation to builders through
CREDAI
Already applied and waiting for
reply. Demonstration is planned
if positive reply is received.
30000
Presentation to RIICO
Industries Associations
After getting approval of the
product from RIICO
-
Presentation to corporates for
inclusion in their CSR programs
Already applied to ITC Ltd. and
planning to visit other
corporates soon. Demonstration
is planned if positive reply is
received.
30000
8
Video film of working of
PRECIPURE(will be uploaded
to all available social media and
business websites)
Jul.-Aug.19 To be self-made
Animation showing working of
PRECIPURE
Apr.19 5000
Visits to potential market
centres for dealer network
development(usually sanitary &
RO filter dealers will be
approached)
Visits to sanitary dealers in
Jaipur city already started to
create awareness. Market
centres outside Jaipur will be
visited during May-Jun.19
10000
Newspaper advertisement Jun.-Jul.19 50000
Signboards/Banners/Display
boards for dealers
May-Jun.19 10000
PRECIPURE models for
display at dealer table top
counters
Jun.19 10000
Pamphlets Apr.19 3000
Development of mobile app for
remote monitoring and
verification of installation of
PRECIPURE. Same may be
proposed to PHED, UDH,
RIICO and Jaipur Smart City
Ltd.
After receiving approval for
PRECIPURE by govt. deptts.
after showing them actual
performance of the system
-
9
Work Execution Methodology
Delivery Schedule
Initially delivery & installation of entire system at customer’s site will be within 15 days of receipt of
purchase order.
Site visit for assessment of quantum of work required
Receive Purchase order and 50% advance payment from customer
Purchase of components of PRECIPURE from vendors
Assembling of components at fabrication workshop
Installation of PRECIPURE at customer’s site
Testing of the system
Receive balance payment from customer at site itself
10
Financial Plan
Sales Forecast
A conservative sales forecast for first three years has been worked out based on the assumptions that
our product will receive good response from customers, dealer network will be developed and
expanded on a continuous basis and extensive marketing activities will be undertaken.
2019-20 6.0 lacs
2020-21 15.0 lacs
2021-22 20.0 lacs
Assumptions:
1. In the first year, sales will start coming from at least 10 market centres. Each market centre
will sell at least 3 units with average unit price of Rs.20,000/-. This will also include sales
happening through direct inquiries generated due to marketing activities.
2. In the second year, market centres will increase to 15 and each of them will sell 5 units on
average with average unit price of Rs.20,000/-. This will also include sales happening through
direct inquiries generated due to marketing activities.
3. In the third year, market centres will increase to 20 and each of them will sell 5 units on
average with average unit price of Rs.20,000/-. This will also include sales happening through
direct inquiries generated due to marketing activities.
Profit Margin
In order to remain price competitive in the market a gross profit margin between 10-15% will be
maintained. The same will be subject to adjustment if product demand occurs in sufficient volume.
Sources of Funds
1. Revenue from conventional rainwater harvesting project implementation and maintenance
2. Loans from financial institutions
3. Other funding platforms (still to be identified)
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APPENDICES
12
APPENDIX A
13
APPENDIX A (contd.)
14
D
Type of Enterprise Micro Small Medium
Manufacturing A B C
Services D E F
UAN RJ17D0012980
Udyog Aadhaar Acknowledgement
Udyog Aadhaar Number
RJ17D0012980
Name of Enterprise JALDHARA WATER HARVESTING SOLUTIONS
Postal Address F-1, P.N.75, D.P.COLONY-II, NEW SANGANER ROAD, JAIPUR
District JAIPUR State RAJASTHAN PIN
Mobile No: 9460873465 Email: [email protected]
Date of commencement
15/02/2010
Previous Registration details-if any
EM-2 :: 080122109184
Acknowledgement Date of Filing 18/03/2016 Date of Printing 18/03/2016
Disclaimer: This is computer generated statement, no signature required. Printed from udyogaadhaar.gov.in
APPENDIX A (contd.)
15
APPENDIX B
16
APPENDIX B (contd.)
17
APPENDIX C
18
APPENDIX D
19
APPENDIX D (contd.)
20
Our prominent customers (Conventional rainwater harvesting systems)
Bharat Petroleum Corporation Ltd., VKIA, Jaipur SRM Infratech Company, Jaipur
Bosch Limited, Sitapura Industrial Area, Jaipur Dabur India Ltd., Newai
Warren Academy, Kartarpura, Jaipur Anita Childrens’Hospital, Jaipur
Springdales School, Malviya Nagar, Jaipur Entertainment Paradise, Jaipur
Mahima Group, Jaipur Shalby Hospital, Jaipur
Amiable Jewellery Pvt. Ltd., Sitapura, Jaipur Geet Enterprises, Sitapura Ind. Area, Jaipur
Gupta Architects & Associates, Jaipur Jaideep Industries, Sitapura Ind. Area, Jaipur
North East Infratech (P) Ltd., New Delhi Saraswati Spindye (P) Ltd., VKIA, Jaipur
Dwarkadhish Group, Jaipur Shriram Rayons, Shriram Nagar, Kota
Vaibhav Global Limited, Sitapura, Jaipur Elements Infradevelopment Pvt. Ltd., Jaipur
KGK Infrastructure Ltd., Jaipur Raheja Design & Contract Ltd., New Delhi
Sri Salasar Polyflex (P) Ltd., Shahpura Ashiana Maintenance Services LLP, Jaipur
Hathibabu Marg Vikas Samiti, Bani Park, Jaipur Modern School, Mansarovar, Jaipur
Glazetech Industries (P) Ltd., Sitapura, Jaipur Trimurti Landcon, Jaipur
Upasana Colonisers & Resorts (P) Ltd., Jaipur Nature Bio Foods Ltd., Sonipat
Trident Power Technologies LLP, VKIA, Jaipur Jindal Polybuttons Pvt. Ltd., Hisar
Pinkcity Engineering College & Research Centre, Jaipur Scherdel Springs Pvt. Ltd., Bagru
Apeksha Housing Pvt. Ltd., Jaipur Hanging Gardens, Jaipur
Shri Shyam Deewana Mandal, New Delhi ITC Rajputana Palace, Jaipur
E.C.Enviro Services, Jaipur Johns Electric Co. Pvt. Ltd., Jaipur
Kila Tatarpur Hotels Pvt. Ltd., Alwar Various individual residential buildings
APPENDIX E
21
APPENDIX F
22
APPENDIX F (contd.)
23
APPENDIX F (contd.)
24
SCHEMATIC DESIGN OF PRECIPURE RAINWATER FILTRATION SYSTEM
APPENDIX F (contd.)
25
A Practical Outlook on Conventional Rainwater Recharge
Systems vis-à-vis PRECIPURE Rainwater Filtration Systems
for Rainwater Storage & Re-use
Deciding Factors
For RWH
Conventional Rainwater
Recharge Systems
PRECIPURE Rainwater
Filtration Systems for
Rainwater Storage &
Re-use
Space availability Difficult to do in existing
buildings due to space
constraints and problems
encountered during excavation.
A storage tank is always there
in a building. For filtration of
rainwater, PRECIPURE can
be installed above ground in
very small space.
Time taken for
implementation
Require minimum 2-3 weeks
to construct even for a small
unit. During rainy season it
may take longer.
If storage tank is already
there, PRECIPURE can be
installed very quickly (2-
3days)
Safety issues Deep excavations during
construction may pose risk to
life as well as building.
No risk involved in
PRECIPURE installation
work.
Probability of success Most recharge systems are being
constructed without following
any standards of design, work
and material. This leads to
failure of recharge systems
resulting in inefficient recharge,
contamination of groundwater,
wastage of rainwater as overflow
, leakage problems which pose
damage to building and
irreversible problems in recharge
system itself.
Customised versions of
PRECIPURE can be offered
for a particular roof area and
even overflow water can be
stored in tanks placed above
ground or underground tanks.
Maintenance Maintenance can be quite
cumbersome and costlier.
Maintenance can be done
easily, at a much lesser cost
and even by owner himself.
APPENDIX G
26
Deciding
Factors
For
RWH
Conventional
Rainwater
Recharge Systems
PRECIPURE Rainwater Filtration Systems
for Rainwater Storage & Re-use
Cost If implemented during
construction of a
building having
2000sq.ft. roof area, a
conventional recharge
system will cost
anywhere between
Rs.80,000-Rs.1,00,000
depending on site
conditions ,type of
material used and
nature of work
deployed.
If implemented during construction of a building
having 2000sq.ft. roof area, the costing will be for
PRECIPURE rainwater filtration system only which
will be not more than Rs.20,000-Rs.25,000. For a
1000sq.ft. area roof , costing will be still lesser at
around Rs.15,000. Costing for storage tank is a fixed
cost as it is nevertheless constructed whether
rainwater harvesting system is implemented or not.
Total storage capacity includes underground as well
as overhead tanks. There is no need to unnecessarily
construct a large underground tank. Instead
overhead tanks may be utilised as they are already
connected with underground tank through a pump.
Visible benefit
to user
No direct personal benefit is visible to
person undertaking recharge work as the
rainwater getting recharged not only
replenishes self but neighbouring bore
wells too. For this reason sometimes
people are reluctant to adopt rainwater
harvesting.
A direct personal benefit is
visible in the form of rainwater
conserved in storage tank which
can be used as an alternative to
regular source of supply. This is
a strong reason to make people
feel motivated to adopt rainwater
harvesting.
Efficacy in
dealing with
water scarcity
conditions due
to insufficient
rain
Recharge is not very useful in countering
water scarcity conditions created due to
insufficient rain.
During water scarcity conditions
like insufficient rain in
catchment area of dam which is
the main source of water supply
to a city, adopting rainwater
storage and re-using it can
conserve huge amount of dam
water for future use.
APPENDIX G (contd.)
27
Deciding Factors
For RWH
Conventional Rainwater
Recharge Systems
PRECIPURE Rainwater
Filtration Systems for
Rainwater Storage & Re-
use
Type of strata In rocky and clayey strata
recharge systems are not
successful as intake capacity of
aquifers is very low.
Where strata is rocky or
clayey rainwater storage in
tanks is the most viable
option.
Suitability to chemical
industries
Constructing a recharge system
in a chemical industry has a
high probability that it may
result in contamination of
groundwater.
Since all components of
PRECIPURE rainwater
filtration system are above
ground and only rainwater
from roofs is harvested in
underground or aboveground
storage systems this is the
most suitable option for
chemical industries.
Adherenc
e to govt.
rules
Drilling rigs used in construction of recharge bore wells as
well as for bore wells used for water extraction are more or
less similar. This makes it difficult for authorities to monitor
all such drilling rigs. Govt. has banned use of drilling rigs to
construct bore wells for water extraction purpose . But no
clear policy is in existence on use of drilling rigs for
construction of recharge bore wells. In order to avoid such
hassles, people are reluctant to undertake construction of
recharge bore wells which is the most efficient method of
recharge . Hand-driven rigs which are usually allowed by
authorities charge more than 3 times the cost which would
have been if mechanical rigs were deployed for construction
of recharge bore well. This increases the cost of recharge
systems to such an extent that it goes beyond people’s budget.
Authorities already
promote
construction of
storage tank in
buildings. Further
rules can be laid
down to specify
capacity of tank for
different roof areas
based on local
rainfall and
demand pattern
along with
specifications for
filtration system.
APPENDIX G (contd.)