Revolutionizing the Chicken Meat Industry: MEATYour's Story

MEATYour is a startup that produces and sells high-quality chicken meat products in Mumbai and Pune. The company was founded by Vardhaman Gandhi, a professional accountant, and his two sons, Arnabh and Sai. While Vardhaman has no background in the meat industry, he got into the business after buying 15 chickens and selling a brown egg one of them laid for 50 INR. Over time, they expanded their operations, and now have 20,000 chickens under their care.

MEATYour's unique approach to farming chickens involves letting them roam free and providing them with a balanced diet of fruits, vegetables, worms, and insects for optimal nutrition. This approach helps to create a healthy and sustainable environment for the chickens, resulting in high-quality, odorless meat that can be enjoyed by people of all ages.

AIM

The aim of MEATYour, a startup that produces and sells chicken meat products, is to provide consumers with high-quality, healthy, and sustainable meat while also promoting ethical farming practices.

MEATYour's unique approach to farming involves allowing their chickens to roam free and providing them with a balanced diet of fruits, vegetables, worms, and insects. By doing so, the company aims to create a healthy and sustainable environment for their chickens, resulting in high-quality, odorless meat that is suitable for consumption by any age group.

In addition to providing high-quality products, MEATYour is committed to promoting ethical farming practices. They believe that it is essential to treat animals humanely and with respect, and they strive to provide their chickens with a comfortable and natural living environment.

MEATYour also aims to make their products easily accessible to consumers. With nine hubs in Mumbai and three in Pune, the company has made their products easily available to consumers in these areas. They also offer a convenient ordering system through WhatsApp, making it easy for customers to place their orders and receive their products.

BUSINESS MODEL

MEATYour's business model involves producing and selling high-quality chicken meat products while promoting sustainable and ethical farming practices.

The company operates through a hub and spoke model, with nine hubs in Mumbai and three in Pune. This allows them to produce and distribute their products locally and efficiently, reducing transportation costs and ensuring that their products are fresh when they reach consumers.

MEATYour's chickens are raised in a natural and sustainable environment, which allows them to produce high-quality meat without the use of hormones or antibiotics. The company sources their feed from local farmers, further supporting the local economy and reducing the carbon footprint of their operations.

MEATYour focuses on the direct-to-consumer (D2C) segment, allowing customers to place their orders through WhatsApp. This helps to reduce the overhead costs associated with traditional retail operations, allowing the company to offer competitive prices to their customers.

The company also has a B2B model, supplying their products to big companies, brands, and suppliers. This allows them to reach a wider audience and expand their customer base.

MEATYour's commitment to sustainable and ethical farming practices and their focus on the D2C segment allows them to offer high-quality products to their customers while remaining competitive in the market. With a growing customer base and a strong reputation for quality, the company is well-positioned for continued growth and success in the future.

TARGET MARKET

MEATYour's target market is individuals and families who are health-conscious, eco-conscious, and are looking for a sustainable and ethical alternative to traditional meat products.

The company's focus on providing high-quality, healthy, and sustainable chicken meat products makes them appealing to consumers who are looking to make healthier and more environmentally-friendly choices. They are also attractive to individuals who are concerned about the welfare of animals and are looking for ethically-produced meat products.

MEATYour's products are suitable for consumption by any age group, making them a good choice for families who are looking for healthy and sustainable food options. The company's odorless chicken meat products are also appealing to consumers who are sensitive to the smell of traditional meat products.

The company's direct-to-consumer (D2C) model makes their products easily accessible to consumers in Mumbai and Pune, especially those who are looking for high-quality, locally-sourced products. Their B2B model also makes their products available to big companies, brands, and suppliers, further expanding their reach.

REVENUE

MEATYOUR has two business models, B2B and B2C, which generate different sales and revenue figures.

In the B2B business model, MEATYOUR has a turnover of 1.3 crore INR, with a production net of 3.5-5.5. The profit margin for the B2B business is 30%.

In the B2C business model, the company has generated sales of 16.1 lakhs INR, with monthly sales of 2.8 lakhs INR. The cost per egg is Rs. 5/- and the gross sales are 9.16 lakhs INR. The profit margin for the B2C business is also 30%, without customer acquisition. The company has managed to retain 15% of its customers over the last 6 months.

As for the company's stake details, Vardhaman holds 50%, Arnabh, Arnabh’s wife, and mother hold 16%, and Sai currently holds 0%. However, the acquisition will be changed in the future to 20% each, where Sai will be the CEO of the company.

EXPERIENCE IN SHARK TANKS INDIA

The sharks suggested that the company merge its B2B and B2C segments, bring in a co-founder with expertise in technology and supply chain, build an app, and expand its module beyond selling eggs.

The sharks made an initial offer of 30 lakhs INR for 20% equity in the company. While Anupam and Namita decided to step out of the deal, Aman and Peyush agreed to negotiate further. Eventually, the pitchers were able to negotiate the deal down to 30 lakhs INR for 14% equity with Aman and Peyush, and the deal was finalized at that amount.