In 2007, Washington Post did a social try-out with prominent violinist Joshua Bell to understand the context in which the perception and priorities of human beings change. On a busy weekday morning, Joshua Bell was playing the violin in the corridor of a subway station in New York. He was using a violin worth 3.5 million dollars (made in 1730). He played a few Bach pieces for about 45 minutes. During that time, thousands of people crossed to walk by their normal pace. He collected $32. When he finished playing and silence took over, no one applauded, nor was there any recognition. Few days before, Joshua Bell was sold out at a theater in Boston, and the price of an average ticket was $100.

Through this experiment, it was realized that the place, context and priorities of the human beings are extremely important to judge the value of the product or service. In normal day to day life people are occupied so much with their basic necessities of life that the appreciation for other things is very less unless concentrated focus is only on that.

Roti Kapda aur Makaan (Food, Clothing and Shelter)

Roti, Kapda aur Makan – these three words define minimum necessity of a human life. This phrase has an interesting history – Zulfikar Ali Bhutto (Pakistan) and Indira Gandhi (India) popularized this phrase during the general elections in late 1960s. In Early 70s Indian cinema industry produced a blockbuster with same name which boosted career of cine star Amitabh Bachchan. Down the line after 40 years same phrase is again in limelight courtesy its close resemblance to the basic general life requirements which are getting fulfilled by online marketplace/startups.

Roti (Food)

FS Labs Roti (food) Necessity Startup Models

It defines all food based needs. May it be a delicious plate from “Gupta ki rasoi” or famous “chur chur naan”, startups like Foodpanda, Zomato, Swiggy, TinyOwl are ready to take your order for food delivery from a restaurant of your choice. Even if you want to cook your own food, you do not have to go to market to bring vegetable or flour or olive oil or sugar and spices. Just call PepperTap or Grofers. They will be more than happy to list down your requirement and delivering it to you within quick time.

According to a report organised food industry In India is valued at $ 48 Billion out of which $15 Billion is the worth of online food delivery.

For India, it all started with Zomato and its restaurants searching website + App. Beginning in 2008 now it features scanned menu of restaurants, review, rating and photos to assist food loving crowd. Recently it has acquired Urbanspoon in order to enter into USA market.

Foodpanda – foodpanda processes and sends orders directly to partner restaurants and then deliver the same to customers. The service is available via web sites and mobile apps. Recently it acquired TastyKhana & Just Eat India to bolster its presence in India. It is in talks to buy stake in Tinyowl.

Mumbai based Burgandybox tells users how to cook famous dishes at home using recipe of Master Chef India fame Ajay Chopra. Homemade food delivery arena is secured by Cyberchef which is operational in Mumbai & Gurgaon. Yummytiffin and Homecarry are there for Tiffin service in Delhi & Mumbai. To support health conscious crowd iTiffin, Caloriesmart and Caloriecare are there. Bigbasket, Ekstop, Localbanya, Grofers, Peppertap, Amazon and Zansaar are there to deliver your grocery at your home.

To provide delicious food to travelling foodies, websites like Travelkhana, Yatrachef, Comesum, Railrider and Merafoodchoice are on roll. Website like Betterbutter promotes recipe submission on the website and then making a recipe book and publishing the same. Ola & Justdial have recently jumped into Indian online food ordering market.

Without excellent last mile delivery team “Roti” need can never be fulfilled. Roadrunnr, Delyver, Delhivery and many other “rider” providers are available to make hot food available well within time to foodies.

Kapda (Clothing)

FS Labs Kapda (Clothing) Necessity Startup Models

It defines clothing and apparel based needs. What it is that you want to wear? Do you need Indian designer clothing? Exclusively is there for you. Myntra, Zabong, Shopclues and global fashion group are there to suit you up for any occasion. Variety of the clothing and thousand of designs are available online. Customer needs to choose as per his/her taste.

What has been the reason for meteoritic rise of online fashion and apparel industry? Better brands at display, better price category , better deals and discount and awesome return are few reasons which have ensured the drift of traditional shopping ‘s decline.

While Myntra and Zabong are fighting to grab the top spot of Indian apparel Industry, other players have also lined up for catching a piece of the pie. Zovi focuses on providing shopping solution through putting a reasonable price and promotes local design and manufacturing. As per Zovi, earlier merchants, who controlled offline apparel sale, used to sell products at quite high price to fund the inefficiency of their supply chain and sales channels. Zovi hopes to cut cost by simply controlling its operations more effectively.

LimeRoad is there to check the gorgeous yet affordable solution for woman apparel. LimeRoad encourages its users to create outfit collages by picking items from different online stores. Then the most popular collages (or “scrapbooks,” as LimeRoad calls them) are ranked using an algorithm and suggested to other users. Shoppers can purchase and pay for products from different vendors directly on LimeRoad.

Roposo utilizes a recommendation engine to show shoppers products that are similar to ones they have already saved on the platform. Yepme, which has signed Shahrukh Khan as brand ambassador, is a marketplace for garments and accessories. Jabong has also been extremely active in bringing international brands to the Indian market and forging exclusive partnerships.

Fashionara allows its customers to try clothes at home before paying, while Myntra has recently tied up with local tailors in Bangalore to pilot a customization project which includes alteration of new clothes. Nearly all hurdles have been crossed apart from the touch and feel factor that a physical store offers. Even that will be solved by new developments in 3D technology.

Makaan (Shelter)

FS Labs Makaan (Shelter) Necessity Startup Models

It defines shelter based needs. Get a house on rent, Give a house on rent. Want to share a house with flatmates? Want to get a dream house next to your office area or you want to settle in the posh area of your city? Online web portal is there to support you in your search. Here is an analysis how –

Housing permits brokers and owners to enlist property on the interactive map.  Search results are filtered with respect to lifestyle rating, room availability and area based price range. Certain innovative features like Heat Map, child friendliness rating and demand flux maps are there to help customer in zeroing on a better property.

Commonfloor which provides housing solution to the people has also developed a Commonfloor apartment management system and helps in making apartment based communities across the country for better communication.

Through Magicbricks, apart from buying or selling & renting properties in India users have access to services like PropIndex (detailed information on the movement of residential apartment prices and supply of properties) and Property Pulse(property news, home loans concerns, legal & taxation issues, expert opinion and analysis of property trends).

Indiaproperty, Tata housing, Snapdeal are also having decent share in property business. 99acres features property listings from builders, dealers and property owners from all Indian cities.

Oyo Rooms and Airbnb helps you to find the shelter as per need of short time span.

FS Outlook 

All of the above analysis concludes that the startups working in the domain of basic necessities of life are having more probability of success and high chances of acceptance. As explained in our earlier analysis “Startup Idea Selection”, the best approach to choose an idea for startup is the selection of a problem and reverse analysis of its solution. So FS advices to all the startup enthusiasts to find the difficulties faced by mass for their basic needs, and provide a better solution for the same.

Read here more about the betterment of flipkart.

Read here more about the betterment of Myntra.

Read here more about the betterment of Housing.

Wish you luck for your startup. Stay tuned with fs labs for more analysis.

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