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Winter Wear Brand

Kosha is an Indian brand that produces sustainable and eco-friendly travel gear. The brand was launched in 2017 and caters to millennial travelers. Kosha products are lightweight and tested to withstand extreme cold down to -30 degrees Celsius. With over 50 million Indian tourists expected to travel abroad in 2020, Kosha sees an opportunity in the growing winter travel market. The document discusses Kosha's products, customer insights, traction in the market, and plans to scale operations through expanding store presence, growing digital sales, and introducing new product lines.

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nikitarana
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83 views

Winter Wear Brand

Kosha is an Indian brand that produces sustainable and eco-friendly travel gear. The brand was launched in 2017 and caters to millennial travelers. Kosha products are lightweight and tested to withstand extreme cold down to -30 degrees Celsius. With over 50 million Indian tourists expected to travel abroad in 2020, Kosha sees an opportunity in the growing winter travel market. The document discusses Kosha's products, customer insights, traction in the market, and plans to scale operations through expanding store presence, growing digital sales, and introducing new product lines.

Uploaded by

nikitarana
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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KOSHA

TRAVEL GEAR BY TRAVEL FREAKS


Feb 2019
ABOUT
THE PRODUCT
Kosha was launched in June 2017 as a
sustainable brand that caters to the needs of the
millennial traveller. Lightweight, eco-friendly
and warm - our products are tested rigorously
before being offered to customers. The brand
has been endorsed by the Indian Air Force after
officers used Kosha jackets while scaling Mt.
Vinson (4892m) in Antarctica proving that our
breathable jackets are ideal for temperatures as
low as minus thirty degrees.
50MN
INDIAN TOURISTS
will travel abroad in 2020 (UN World Tourism
Organisation). It is estimated that 40% of these
travellers will be headed to winter destinations.

International winter travel grew by 60% YOY


(2016-17 AND 2017-18)
MARKET

ADVENTURE- WINTER-
WEAR WEAR
The North Face, Columbia, KOSHA Zara, Burberry, Monte Carlo
Decathlon, Wildcraft

Adventure tourism is estimated to Winter Wear in India: Rs.15,000


grow at a CAGR of 17.4% from 2017 crores
to 2023 in India. 178% increase in
demand in the last three years!
GAPS WE'VE ADDRESSED

Hoodies that can be used for Thermals that can be worn while
cross-country cycling. running a marathon in New York
GAPS WE'VE ADDRESSED

Technical design Sized from XS to 8XL Lifetime Warranty


Garments that incorporate simple Because travellers come in all In-house repair shop that mends
features that are high on utility sizes! /recycles old products to reduce
adverse impact on environment

Robust Testing Care


A panel of travellers All products are
constantly test our animal friendly and
products in extreme employ sustainable
conditions design
KYC DATA INSIGHTS

A VE RAGE B I L L V AL U E : R S . 5 5 0 0

23% 27% 40% 61%


of our customers of our customers are find us online and of our customers are
Come via referrals repeat visitors visit the store buying for a vacation
TRACTION

NEW EXCITING CUSTOMERS


A large player in the private
charter space loved our
products so much, they want to
gift them to their customers

A large Indian conglomerate


has ordered our products for
their leadership team that's
attending an important
conference in a month.

300 20% 50% DEMAND>SUPPLY


customers enquired about our Growth in of our topline is now In our Adventure 18 outlet in
store in Bengaluru in 2 months. sales YOY from online sales vs Delhi, customer demand is so
We're going to launch an outlet 2017 when it was high, we're struggling to meet
in the city shortly 20% it
100
KOSHA
can be a 100 crore brand by
2025
THE PLAN TO SCALE

STORES DIGITAL PRODUCT


Kosha customers are brand In some months, online sales Six new products have been
conscious and tend to split have accounted for 50% of designed. These cater to
their wardrobe purchases total sales. With the right unmet needs of travellers. But
between online and brick and content, push and with a 6-8 month production
mortar stores. Kosha has to partnerships - this avenue period and minimum
have a strong offline will generate large volumes. requirement needs of
presence in order to grow its manufacturers - these cannot
brand value be launched without infused
capital.
STORES

METRO TIER II
CITIES
- 400 sq ft stores which will focus on Partnerships with stores that
building communities for travellers. will buy stock outright
Collaborations with groups that promote
travel and sustainability - SUSS, Doodlage
- Presence in multi-brand departmental
stores like Shoppers Stop will increase sales
but will increase the need for working
capital
DIGITAL

WEBSITE AMAZON
- Additional spend on SEO and social - Have grown sales to a level
media promotions - in order to that they now account for 50%
of total revenue in some
increase traffic and sales
months
- Need to grow sales of
categories that are currently
slow-moving
SNAPSHOT: AMAZON
PRODUCT

ECONOMIES INNOVATION
OF SCALE - Plans underway to file a
process patent for Kosha's
- Need to drastically grow volumes
Bamboo and Merino wool
in order to incentivize
thermals
manufacturers to offer Kosha better
rates and pass on to customers the - Have a deep understanding
benefits that will come from of the travel-wear market and
economies of scale have six new products that are
ready-to-execute
REACHING THE CUSTOMER

pop-ups in corporate
Campus ambassador Guest columns and PR Partnerships with
offices. Successfully
programs and coverage to increase travel and tour
conducted one in the
internships online equity companies
HUL campus, Mumbai.
CASE STUDIES
THE INDIAN AIRFORCE (IAF)
Mission Seven Summits
Antartica, Mt. Vinson 4,892 m

-30 C

A team comprising five IAF mountaineers, led


by Capt RC Tripathi, in the early hours of 26
Dec 17 successfully scaled Mt. Vinson in
Antarctica wearing Kosha clothing.
JAYESH MORVANKAR
FOUNDER,ODATI ADVENTURES Jayesh reached the summit even though icy
cold winds were blowing at 50kmph! He did it
Mt.Elbrus 5,642 m with Kosha's windproof jacket, ski pants,
Highest mountain in Europe technical socks and liner socks.

-20 C
A group of doctors cycling in ICELAND
The group came back really happy telling us that
there were no blisters or chaffing on their feet.
These were the best socks they had ever used!

-20 C
GIRIPREMI
CB-13, 6264 m, India
This mountaineering group
based in Pune scaled the
mountain with Kosha!

-10 C

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