Investment proposal – VC investment in Vithi Indus Private Limited

E-commerce venture with Private Label products in Wellness industry Slide 1: Cover – 10 seconds Explainer The point on your opening slide to get the investor interested and to agree to let you drive the presentation and hopefully not interrupt you too much if at all. Content Company name/logo Your name and email address Optional: intriguing one-liner about your business Optional: date Verbal State in one sentence what your business is about. Be simple, clear, and intriguing. Then say “I’ve going to give you no more than a 20 minute overview and then take questions. Let’s get going.” If you are doing a demo, also mention that. Tushar Kansal tusharkansal@indusb2c.com

Board of Directors Mr. Rajesh Kansal, Founder, Chairman A Philanthropic activist, Mr. Rajesh Kansal runs an NGO for upliftment of underprivileged sections of the Society. He took retirement from the position of Director Finance (NDMC), where he was on deputation from Government of NCT of Delhi. He has held eminent positions as Deputy Director (UGC) and as Deputy Controller of Accounts at the Government of NCT of Delhi.   Mr. Virendra K Kansal, Founder, Vice-Chairman An IIT-Delhi (1971 Batch) Engineer, Mr. V K Kansal is a renowned educationist. He took retirement as Executive Engineer from UPPWD. He then served as Managing Director of an INR 150 cr Real Estate company. He, along with a group of IIT’ians, devoted 10 years since 1996 and coached 4,000 students for IIT-JEE through the venture IITS, operated by KITES Pvt Ltd.   Mr. Prashant Kansal, MD & CEO  Mr. Prashant Kansal is a Textile/ Real Estate Industrialist and served as CEO of a marquee Textile exporter since 1991. He also held the position of Director/ COO in IITS, the IIT-JEE entrance coaching venture of KITES, along with Hon Vice-Chairman. Mr. Tushar Kansal, COO An Engineer and MBA (Finance) from University of Delhi, Mr. Tushar Kansal has served in senior positions at Deloitte Touche Tohmatsu (part of Big 4), Brand Capital (PE arm of the Times of India), Aircel Ltd (in its USD 10 billion Central Treasury) and at MTS India (raised more than USD 2 billion complex structured debt from International and Indian Banks), handling high-pressure responsibilities in Corporate Finance/ Treasury. Before starting Indus B2C’s Dot com ventures, he was CFO (Chief Financial Officer) of DLI (Distribution Logistics Infrastructure), owned by Guggenheim; a USD 170 billion American Private Equity (PE) Fund.   Plan to induct Ambika Pillai, Shahnaz Hussain or Javed Habib on the Board Slide 2: Team – 2 mins Explainer You want to keep this very high level and focused on 2-3 key achievements you (and other key people) have had in other roles Don’t do bio walkthroughs; focus on key achievements Focus attention on full-timers; much less on advisors/consultants You want the investor to understand why you have the best –or one of the best– teams around who can achieve your objective. Content List 2-4 key people Specify title or what areas they cover Bullet points for relevant background of each person – list companies Optional: if experience with known companies, add company logos Verbal For each person, 2-3 key achievements in other roles Mention when you started the company (backstory later)

Vithi’s founding principles are Private Labels, starting with wellness products To ensure a profitable e-commerce venture by Keeping marketing costs as a reasonable percentage of the turnover Focusing on organic search Rigorous sourcing to drive higher margins No COD’s No middlemen, and Optimal staffing The company is committed that once the initial Customer acquisition curve meets the profitability curve, it will use apt marketing strategy to have a profitable venture. Company will make its Finance function easy yet scalable by automatic payments to vendors and by integrating SAP with the web-store for automatic invoicing and accounting of payments. Slide 3: Tell a customer story – 1 min Explainer You want to hook the investor early on how your business is delivering value to your customers so that they can “see” the demand. That is, through your story you start to share your value proposition and how customers respond. Content Image of one of your customers; preferably in context of your product/service Optional: name of customer Verbal “Before we get into the business, I’d like to introduce you to one of our customers…” and then explain their need/pain, how they found out about your product/service, what they liked about your product/service, what benefits they received, and what they did post purchase (e.g. shared with friends, repeat purchase).

Why now? [image for trend #1] [image for trend #2] Slide 4: Three key trends driving opportunity – 2 mins Explainer This answers the question about the market opportunity that you see and why now is the right time to go after it List and briefly explain 3 new trends which are driving this opportunity: Technology trend – e.g. new disruptive technology Social trend – e.g. change in social behavior Financial trend – e.g. change in finances – access to credit/subsidy, more discretionary income, etc. Why three? How about Five? You want your investor to remember these points clearly. People remember 3 or 5 things better than 4. Two is too few. You don’t have time for 5, and 5 is more detail and complexity than you need. So focus on three. Content Graphic/images with 3 trends Optional: you could put each trend on a separate slide with bigger images and possibly a 4th slide showing them all coming together – but you have to be even more disciplined with your time then. Verbal Briefly describe each trend, when they emerged and what opportunity they are creating Summarize that the 3 of these trends are creating this unique window of time to invest to realize this opportunity

[optional: catchy title] [image to frame your backstory] Slide 5: Backstory – 2 mins Explainer You want to briefly tell your story on how you came to start the company and why you’re motivated to keep going Content Preferably a single image which relates to your backstory Verbal Explain how you stumbled onto this opportunity, how you researched it further and what you learned, how you assembled the best team, and therefore why you are “all in”

[optional: big idea teaser text] [big idea supporting image] Slide 6: Big idea – 1 min Explainer Out of your backstory experience and the trends creating a new market opportunity, here’s your big idea – the opportunity that you are presenting to the investor. Content One or more images; few if any words Verbal “Here’s how we’re currently describing our business…” “For [target customers] who are [dissatisfied with <the current offerings in the market> OR need <solutions to problems>] , my idea/product is a [new idea or product/service category] that provides [key problem/solution features]. Unlike [the competing product], my idea/product is [describe key differentiators – one is best, no more than three]”

[customer name/logo #2] or Product Demo [image: product/service-in-action/screenshot] Slide 7: Another customer OR product demo – 2 mins Explainer You want to keep personalizing the value of your business in terms of customers and their experience If you have a product demo, do that instead – and connect to customer Content If customer, same format as previous customer highlight If demo, image (screen shot? product?) Verbal If customer, see previous customer highlight suggestions. Highlight similarities/differences between this customer and previous customer to demonstrate commonality/breadth of your value prop If demo, tell a story with demo of how a customer uses your product – provide context. Want to keep very focused and short – don’t explain everything

How we stack up [2x2 matrix or other competitive positioning visual] Slide 8: Competition and your Secret Sauce – 1 min Explainer There is ALWAYS competition – direct and indirect. Non-consumption is a competitor also. Demonstrate you know about them and have anticipated how they might attack you when you are successful, or how you will get past non-consumption This is your opportunity to highlight your “secret sauce” If you are positioning “do nothing” as your main competitor, it is genuinely much harder to develop inertia, so explain how you have. Content Option 1: 2×2 matrix with you and competitors shown Option 2: Competitors along a single spectrum focused on different stages of the market Option 3: Matrix with key values as rows and you/competitors as columns (challenge is to make this simple) Verbal Explain that there are multiple competitors and how you are most differentiated Focus on 1-2 competitors which you are most relevant – helpful to share some of their advantages over you in additional to your advantages over them Use context of competitors to highlight your sustainable competitive differentiation aka secret sauce or “unfair advantage”.

Our Business Model [visual describing your core business model] Slide 9: Business Model – 3 minutes Explainer In simple terms, explain how you make money. Are you a service business, a product business? Do you sell direct or through distribution? Do you have a single stream of revenues or multiple ways to make money? Show that you know your “unit economics” – how much each widget or service delivery point costs, and how much you get paid for it, and how much you make. You should also show the size of the market to which you will apply your model – the “TAM” or “total addressable market” While it’s helpful to show high level numbers to illustrate your model, don’t get hung up describing them at all If you don’t have numbers you are comfortable with yet, don’t put any on the slide. They just open up places for investors to poke at you. Content Use visuals and/or diagrams to illustrate the market opportunity (e.g., number of kids who go to kindergarten), who pays you (e.g., parents) and how much, your cost per unit (e.g., rent + teacher salary + supplies divided by average number of kids), and your unit profitability (revenue – cost). Verbal Our business model is <describe at highest level> We’re similar to <name a competitor or other well known company with a similar model> Optional: We have some <no more than three> unique aspects to our business model model <name them>

Our Progress [accomplishments and learnings] Slide 10: Business Progress Made – 2 mins Explainer Investors want to know what “traction you have” – think about what would be interesting (and comforting) from their perspective. Even early stage financial investors will not invest if they don’t see tangible traction. What business progress have you made so far? What have you learned? Who has joined? Edit yourself down to information that is most relevant Content Very business specific and no right format What have you done to show that your business model works? Key, relevant learnings This may need a 2nd slide if you have lots of progress data to show Verbal “So far we have made good progress in a number of areas to validate assumptions and to discover what works well and what doesn’t.” Highlight progress in various areas, explain relevance and what you think is possible to achieve going forward – short-term vs. long-term. Highlight a few things that failed and what you learned.

Our Short-Term Roadmap 6 mos 12 mos 18 mos Phase I Phase II Phase III Revenue $xxxk $xxxk $xxxk Expenses $xxxk $xxxk $xxxk [other] [xx] [xx] [xx] Phase I: [overview] [goals] Phase II: [overview] Slide 11: Next Stage Plan – 2 mins Explainer What are the next important things for you to achieve for the business and why? Think: what are unproven ideas/assumptions that need to be validated. How much money will this cost? What are spends by big category? How much revenue/margin can be generated? Generally, you want to have a 18-month plan – where 12 months is to make substantial progress and then another 6 months to “sell” that progress to raise additional investor capital Keep this slide focused on the really important points, things which will cause the company to fail if you don’t do them well Content Often helpful to show a timeline with phases and key milestones Summarize spending and offset from revenue/margin Highlight other key validation/learning goals Highlight any key hires This might require a 2nd slide Verbal Explain the next stage plan from a top-down perspective Highlight key elements and explain why important

Fundraising Status Already invested: INR/$___k of debt/equity By [names/affiliations] Raising: INR/$___k Committed Investors in New Round [name/affiliation] [optional: amount] Slide 12: Fundraising Status – 1 minute Explainer Investors want to know how much capital you’ve put in and been able to raise so far and then how much more you are raising and why this is the right number. Content Keep this high level Include key numbers and names of existing/committed investors Verbal Previously we raised $/INR _____ from ______ as [debt/equity] To fund our next stage of the plan, we are raising $/INR _____ which will give us ___ months of runway and allow us to achieve the [x] key milestones: (1) _____, (2) ______, (3) _____, (n) ______. So far, we have investor commitments of $/INR ___ for this round which include [investor names].

Summary: [company name] [one-liner company description] [key highlights] Slide 13: Summary – 30 seconds Explainer This is the final slide which will be visible during the follow-up questioning, so you want to have key info summarized here Content Bullet points of key information (likely most text on a slide) Items to consider including: your one-liner business description, 1 or more key trends driving opportunity, 2-3 traction points, secret sauce, how much you are raising and amount still available, Verbal Quickly summarize content “Happy to answer additional questions” [company logo]