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)

11

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: contact@jaldharawaterharvesting.in

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.)