Let us change the way we live

Unique ID -

INTRODUCTION

Target Industry : Eco Friendly Recycling.

Sector
USP

: Recycling

: Promoting Clean technology in the

Household(Recycling is Rewarding)
Tie Ups Reqd : Waste Haulers,Municipal Bodies,
Promoting & Rewarding Partners,
Marketing Partners

INTRODUCTION
Management Team

Position
Managing
Director

Director

HR Head
Marketing
Head

Name

Address

Email Id

Arindam
Chakraborty

G-21/5,K.H.E,Bidhan
Nagar,Kolkata-700091

arindam.chakraborty@
gmx.com

Byomkesh
Chakraborty

G-21/5,K.H.E,Bidhan
Nagar,Kolkata-700091

Iman
Chakraborty

G-21/5,K.H.E,Bidhan
Nagar,Kolkata-700091

Abhisek
Chakraborty

G-21/5,K.H.E,Bidhan
Nagar,Kolkata-700091

Ajoy patra
Finance
Head

House No.392, Sector-10A

LM-Near Hero Honda
Chowk, Opp. to Easy Day
Shop Gurgaon-122001
Haryana

Mobile No

Landline

9674165482 23590293

chakraborty.byomkesh
@gmail.com
9831545063 23590293

imon76@gmail.com

9830268113 23590293

abhisek23@rediffmail.
com
9874419503 23590293

ajoypatra2000@gmail.
com
9650230202

INTRODUCTION

Initial Video for promotion

EXECUTIVE SUMMARY
Current scenario in Waste Hauling

There has been a significant increase in MSW (municipal solid waste) generation in
India in the last few decades. The per capita of MSW generated daily, in India ranges
from about 100 g in small towns to700 g in large towns. Currently Mumbai generates
12060 tons/day & Kolkata generates 12060 tonnes/day with 0.51kg/person &
0.66kg/person respectively.Total Urban India generates about 188500
tonnes/day.Generation in Kolkata is the highest among all the cities.
In India, among top ten cities, Mumbai ranks first in generating
e-waste followed by Delhi, Bangalore, Chennai, Kolkata,
Ahmadabad, Hyderabad, Pune, Surat and Nagpur. The 65
cities generate more than 60% of the total generated e-waste,
whereas, 10 states generate 70% of the total e-waste.
A major fraction of urban MSW in India is organic matter (51%). Recyclables are 17.5 %
of the MSW and the rest 31% is inert waste. The average calorific value of urban MSW
is 7.3 MJ/kg (1,751 Kcal/kg) and the average moisture content is 47%.
A significant amount of recyclables are separated from MSW prior to and after formal
collection by the informal recycling sector. The amount of recyclables separated by the
informal sector after formal collection is as much as 21% . The amount of recyclables
separated prior to collection is generally not accounted for by the formal sector and could
be as much as four times the amount of recyclables separated after formal collection.
Hence aiding a formal collection by Recycle dabba can be advantageous.

EXECUTIVE SUMMARY

Recycle Dabba is to be incorporated as service

oriented company in order to improve the way
we live & reward the users for recycle intiatives
they take.
Our Mission to promote environmentally
conscious waste disposal by offering
households financial incentives to recycle
Recycle dabbas program seeks to promote
increased recycling, local business
development, decreased landfill/incinerator
usage, and the education of communities on
sustainable business, social and living
practices.
Corporate partnerships through CSR & reward
partnerships with deal providers will increase
cost effectiveness.
Creating subsidiary of waste hauler for waste
disposal if required later in 4th year of inception.

EXECUTIVE SUMMARY
Management Summary

Name

Qualification
PGDBM

Arindam
Chakraborty
(9674165482)

Byomkesh
Chakraborty
(Retired)
(9831545063)

Ajay Patra
(9650230202)

Expertise

Finance/SCM

Customer Care

Experience Company
3

Project Mgmt
BE

Electronics &
Telecom Engg

MCOM

Cooperative
Mgmt

BSC

Certificate
Iman
course in HR
Chakraborty
(9830268113)
BA
Abhisek
Chakraborty
(9874419503)

Field

PGDBM

Vendor
Mgmt/Logistics

Banking/Funding

33

Compliance

10

HR

Generalist HR

English

Recruitment/Train
ing

Marketing/HR

BCOM

Commerce

Marketing Of
Financial
Products

BCOM

Commerce

Taxation & Audit

NEC India
Pvt Ltd

Dept to
Handle
Customer
Care
FIN/SCM
Vendor Mgmt/
Procurement

Funding/Banki
Reserve
ng
Bank of
Compliance/Li
India
asioning
Spencer's
Retail Ltd

Recruitment
Training
Marketing

Religare

Nokia India
Pvt Ltd

Market
Research
Taxation &
Audit

EXECUTIVE SUMMARY
Financial Summary

After 3 months of startup period to build relation, campaigning,

educating Recycle dabba will start generating Revenue from
Municipal Budget(though meagre in Kolkata).A quick turnaround
will happen in the second year when considerable revenue will
come from corporate associations & Electronic OEM recycle funds.
Recyle dabba aims to break even in 3 years and get positive
EBITDA in 2 years.
The company is seeking investments from VCs in 3rd year after
break even and also looking for incentives from Municipal body
for sustainable development in waste recycling.
150
100

Yr 2012
Yr 2013
Yr 2014

50
0
-50

planned
revenue

planned
Expenditure

Net profit

VALUE PROPOSITION
Problem in Waste Hauling

All the waste classifications going into same stream

making extremely hazardous to manage

37% of the waste are recyclable but no value addition

being made.
Not all the domestic wastes are properly disposed off lue
to lack of knowledge & interests
There is no proper E Recycle initiatives from stake
holders(OEMs).

VALUE PROPOSITION

Solution by Recycle Dabba(Recycling is Rewarding)

Divert waste from landfill to the recycling stream and

increase recycling rates in local communities. As recycling
rates are increased,municipalities see economic savings
by reducing the costs associated with dumping waste in a
landfill.

Positive environmental impact due to waste diversion &

increased recycling waste.

Awareness programmes among stake holders/users

,motivating households making domestic recycling a more
acceptable & cost effective.Rewarding users as per
weighted green points earned by aiding recycling.

Special E-waste recycling package to users through OEM

manufacturers/reward partners.

Aid Corporate involvements in social improvement

initiatives through Corporate Social Responsibility & Funds

VALUE PROPOSITION
Illustration of Solution
Users Request
for BiN setup
through
website/Tollfree
IVR/SMS

OEM
Manufaturers

Recycle
Dabba.com

Reward
partners

Community
Development
Partners(CSR)

Request for
E-product
recycle Bin
Users

Rewards
programmes

CSR Fund

Collection &
segregation of
recyclable
waste
Govt & Local
Bodies

Deposit to
Waste Haulers

Rewards (normal/E-bonus)

VALUE PROPOSITION
Recycle Dabba Initiative

In the instance where some waste haulers would normally direct waste to
other landfills, RD will haul that waste from certain designated transfer
stations to the landfills after optimisation. This will benefit both parties, since
it will lower RD's customer's(Municipalities) costs, and through RD's more
efficient Logistic techniques,will provide an additional waste stream to RD &
its associates.
RD will remove and sell all recyclable materials through a profit sharing with
Municipal bodies in a later stage.At the landfills,will accept used vehicle tires
for income. Every aspect of this operation not only increases the cash flow,
but also protects the environment. RD principals will take the necessary
steps to utilize every resource to ensure environmental protection.
Motivate individuals and communities to realize a world in which nothing is
wastedchanging how people view their role in creating a sustainable
future.
Create a economic ewaste recycle method to increase ewaste recycling
efficiency.

VALUE PROPOSITION
Barriers

Lack of knowledge about recycling among users

Longer setup time due to longer time of processing in India
Policy paralysis & lack of implementation from India Govt
Limited supply of skilled manpower in recycle sector

Challenges

Company may not get necessary approvals on time.

Company may not meet environmental standards
Company may not generate enough waste to economically recycle.
Company may not be able to implement area specific recycling
method.

MARKET
Market Segmentation

Recyclable Product
Energy(Bio degradable)
20%
20%
10%

20%

Plastic
30%

Others
Rubber
Electronics OEM

MARKET
Market Growth

Getting individual member and consumer involved and provide

opportunities to make a difference and to be rewarded and
recognized for it. Having a number of very strong partners that
all want to get involved. Interconnecting as individuals and as
corporations, government entities, communities. Recycledabba
to become a value prop that all of these big companies want to
work with because everyone wants to make a difference -- even
big corporations.
Waste management will get more focus from Govt and Municipal
bodies to improve the environment.

MARKET
Revenue Growth

Recycledabbas revenue is related to internet /landline/

sms subscription traffic.As more people are registered
Ad revenue(onsite) increases and corporators get to
connect to mass with their Brand by associating with
Recycledabba.
Revenue to tripple Y On Y as people gets involved in
recycling activity and CSR initiatives from corporators
come to play.

POTENTIAL CUSTOMER
SEGMENT
Household : Household are largest producers of Raw
waste.Houses are managed by House wives who are direct
stake holders of Municipal waste generation.It is also being
observed that House Wives are mostly inclined towards
rewards,gift coupons,discount coupons etc .House Wives
can be targetted to produce maximum waste generation in
a systematic & formal procedure.
Industries : Industries are largest producers of EWaste.Hence arranging for awareness prgrammes and cost
free ewaste collection can be major thrust for optimum
ewaste collection from Industries.

POTENTIAL PARTNERS
Advisory Services in Environmental Management (ASEM)
Deutsche Gesellschaft fuer Internationale Zusammenarbeit (GIZ)
GmbH B-5/2, Third Floor, Safdarjung Enclave
New Delhi - 110029, India
The Project Implementation Unit comprises of Toxics Link and
DISHA. Mr. Brajesh Singh, Project Coordinator, Toxics Link, based
in Kolkata, is responsible for coordinating the city-based efforts of
PIU.

www.weeerecycle.in

All electronics OEMs like PHILIPS,HP,NOKIA,SONY etc

etc

Kolkata Municipal Corporation-Waste Hauling dept & its

reverse logistics fleet for Municipal Waste Hauling.

Interested corporators under Corporate Social responsibility

Schemes of respective companies can associate for
awareness & funding activity.

COMPETITORS & ADVANTAGE

Direct Competitors

There is no Direct Competitors as it is a new concept in India to

reward for recycling & now it works out to be a major advantage
for the company..

Indirect Competitors
1) Waste Recyclers
Industrial Services
4/11 Netaji Nagar Kolkata
Victor Engineering Enterprise
71A, Gupta Mention, Top Floor Netaji Subhas Road Kolkata
Esco Engg Pvt Ltd
53/1 Garcha Road Kolkata
Jana Enterprise
Ground Floor, 136B, Balaram Dey Street Kolkata
2) RAG Pickers

BUSINESS MODEL
Recycledabba will have a social enterprise business
model, which applies business strategy to achieve
positive social impact. The company would be a certified
corporation as specified by CLB to create general benefit
for society as well as for shareholders. The company would
drive revenue through two distinct streams. First, the
company will not not own any recycling equipment or trucks,
and instead will relie upon contracts negotiated on behalf of
the municipalities .The haulers and waste processors are
compensated by the Municipality, and Recycledabba will
take a small portion of the transaction as a fee.This fee in
turn will cover Recycledabbas operating expenses.
Additionally, the company will operate a marketing platform,
offering sponsorships and advertising through its multitude
of marketing channels including online digital experience,
direct mail and on recycling containers that help to educate
consumers about green actions.Later Recycle dabba will
engage in a profit sharing recycle initiative with all the stake
holders & customer mainly municipal bodies.

BUSINESS MODEL
Major brands will collaborate with Recycledabba to engage
consumers with digital learning experience, which involves
interactive educational content (watching videos, flash animation
or other online content) that informs individuals about taking small
steps to live more sustainablyand rewards them with
Recycledabba Green Points. Brands will give incentives for people
to sign up with Recycledabba, that gives people points
redeemable for local merchants or merchandise when they recycle
through curbside collection programs.
Recycledabba will also help companies increase their end-oflife (product) recycling rates through its product recycling
awareness program.E recycling would get a major boost
through this initiative.OEM companies will pay a fee for running
their Brands in that program.Recycledabba will also run special
recycle packages/special points for E-waste disposal.
Recycledabba will later expand its marketing platform with the
introduction of the Recycledabba SOCIE. SOCIE allows users
to earn Green Points online by interacting with other likeminded, eco-conscious brands/peoples that encourage
sustainable actions.

LAUNCH PR CAMPAIGN
PR campaign objectives:
National
Prove that rewards for recycling works from an economic, social and
environmental stand point.
Attract advocates for the scheme from all political parties and involve
residents, reward partners and environmental groups.
Local
Motivate residents to change their behaviour and increase their recycling
rates, thus reducing the amount of waste sent to landfill and increasing the
economic benefits which can be borne from re-used / recycled materials.
Meet the publicity needs of the three core delivery partners during the launch
phase: Recycledabba (reward facilitator),waste collection provider and KMC
public service provider.
Increase recyclable material collected amongst participants.

LAUNCH PR CAMPAIGN
Target Audience
National
Government ministers environment and local communities
Local authorities
Environment Officers
Local MPs
Councillors for Sustainability / Environment
Materials recycling and waste management professionals
Environmental professionals
New and existing reward partners
Business owners
CSR managers
Promotions managers
Media print, online and broadcast
National environmental correspondents
Trade
Local
Householders
Local print and broadcast media

FINANCIAL PROJECTIONS

Assumptions
1) Budgetary allocation of CMC for FY 2012-13 for MSW is 3.934 Crores
2) Cost of Website Creation is Rs 1Lac
3) Cost of website maintenance is Rs 50K/yr
4) Cost of SMS Channel Rs 50K/yr
5) Cost of Toll Free Channel 50K/yr

Projected Cash
Flow(Lacs)

5% of Muncipal Budget

1st YrProjected)
2nd Yr(Projected) 3rd Yr(Projected)

19.67

22

25

E recycling OEM
Revenue

15

30

40

CSR revenue

10

80

100

Others

10

15

18

54.67

147

183

Total

FINANCIAL PROJECTIONS

FINANCIAL YEAR

2012

2013

2014

REVENUE

5467000

14700000

18300000

COGS(SAL+DPR)

2100000

4000000

4500000

GROSS

3367000

10700000

13800000

OPEX

6900000

3900000

5000000

NET INCOME

-3533000

6800000

8800000

Projected ROI
ROI in 3 Yrs = (12067000-9000000)/9000000 = 34.78 %

START UP BUDGET
First Year Budget

Costs(Lacs)

Costs(%)

Salaries

20

22%

Repairs & Maintenance

1%

Local & National Advertising

2%

Launch PR Campaign

30

33%

Web Portal

1.5

2%

SMS Channel/Toll Free Phone

1%

Marketing&Awareness

5.5

6%

Accounting & Legal

1%

Rent

8%

Internet & Telephone

2%

Equipment

2%

Total Recycling cost

10

11%

Others

7%

Electricity

1%

Total

90

100%

FUNDING & EXITS

FUNDING

Initial Funding : Seed Capital & Bank Loan

Initial Funding Capital : 90 lacs
2nd Year Funding : Combination of revenue share & bank loan
2nd Year External funding Requirement : 40 lacs(approx opex requirement)

EXIT
Management is indifferent as to the question of looking to sell the
Company after 4-5 years or retaining ownership and the resulting annual
cash flow. They will look to the investors for their direction and will
generally support their wishes.
As per projections and current market scenario of no competion
Management may continue with staying invested.
Still if there is any need of dilution Internation trend indicates of PE or VC
infusion.