SUPERSTARTUPS

On October 2nd2016, Superbrands launched SuperStartUps India. In a nationwide series of polls, thousands of internet users across 25 cities voted for their favorite start up sites.

Out of 6000 eligible start ups only about 400 progressed to stage 2. A thorough and exhaustive selection process followed, which led to a final set of 40 startups going on to win this coveted award.

Based on analysis and aggregate scores of over 1 lac reviews, you have been conferred this honor!

This honor will make your brand stand out in the online ecosystem. It will send a clear signal to team members, media, users, competitors, as well as investors, both national and international –

Superbrands operates in 91 countries!

Congratulations KhanaGaDi on having earned the title of SuperStartUp!

KhanaGaDiwww.KhanaGaDi.com

Founded by Amit Deep Kumar, Sunil Kumar Awasthi and Rakesh Gupta, KhanaGaDi is a food delivery aggregator. This Jaipur based startup is helping

ease the biggest pain point for people during train journeys – ‘hygienic and delicious food’.

KhanaGaDi’s model accounts for the erratic nature of Indian train schedules, wherebyif a train is running late, the app reschedules food delivery accordingly. The main focus for this startup

is on the Delivery & Logistics procedures to ensure 99% delivery strike rate right at passengers’ seats in trains.•

KhanaGaDi is aiming to serve 1,000 customers a day in 300 stations by 2018.

Research Approach and Methodology

• Quantitative online interviews were conducted among users of Adytude.com

• These users are registered and verified by Adytude.com, a platform where users play the ‘ad Game’ and win rewards for their feedback

• The users were asked to rate the brand on 4 parameters: Uniqueness, Creativity, Relevance and Delivery. The level of user engagement was also assessed. Based on the overall rating and a combination of the above factors, we determined if a brand is a SuperStartUp• Sample achieved (base) : 272

40% 60%

33%

27%

12%28%

Awareness of KhanaGaDiUsers were asked if they have heard of KhanaGaDi. Here is how they responded:

Men appear to be more aware of KhanGaDi than women.

Gender - Wise Age - Wise

3% 6%

1%

8%

6%4%

Zone - Wise

How ‘Unique’ is KhanaGaDi?We asked the respondents to score KhanaGaDi on its uniqueness on a scale 1-10, and here’s what we found:

85% of the users gave a Uniqueness score of 7 and above for KhanaGaDi

85%

Base: 272

Average Score: 8.3• Women find KhanaGaDi to be more unique than men

• We also observe that metro residents vis-à-vis non-metro residents consider the startup to be more unique

Is the KhanaGaDi concept ‘Creative’?“How creative is the concept?”, the users scored KhanaGaDi from 1 to 10

Over 89% of the people find KhanaGaDi to be a creative concept

Base: 272

Average Score: 8.4

89%

• Again, female respondents scored the startup higher on the creativity parameter

• Metro residents find the concept to be slightly more creative than others

Is KhanaGaDi ‘Relevant and Useful’ to you?The users were asked to score KhanaGaDi on its relevance and usefulness on a scale 1-10

88% of the respondents across all occupations find KhanaGaDi relevant and useful

Base: 272

Average Score: 8.3.

88%

• Women find significantly more relevance in the service offered by KhanaGaDi than men

• In keeping with previous trends, people residing in metros find KhanaGaDi to be more relevant to them than others

Can KhanaGaDi deliver what it promises?We asked the people to tell us if they were confident that KhanaGaDi would make good on its promises and we got the following

results:

88% of the people trust KhanaGaDi to deliver on its promises!

Base: 272

Average Score: 8.4

88%

• Women appear to be more trusting than men that KhanaGaDi will deliver on its promises

• A higher proportion of metro residents believe that the startup will deliver what it has promised

Impact of Parameters on Overall Score

It was found that while assessing KhanaGaDi, users felt that relevance plays the most important role followed by creativity. According to them, uniqueness and delivery take a slight backseat.

Thus, it is important for the startup to keep evolving itself creatively while staying relevant for its target group.As seen earlier, people in metros especially women find KhanaGaDi to be more relevant than others.

While the brand performs well across key parameters, some appear to be more important than others in the user’s overall assessment of the brand. In order to understand the impact of each parameter on the overall score a shapely-value regression analysis was conducted. The regression coefficients shown below denote the relative impact of the four

parameters on the overall score :

User Engagement Levels

89%

88%

89%

Q. How likely are you to find out more about KhanaGaDi on a scale of 1 – 10? Where 1 = Not likely at all, and 10 = Very Likely (RADIO BUTTON)Q. How likely are you to discuss KhanaGaDi with friends and family?Q. On a scale of 1 to 10, how likely are you to use/purchase KhanaGaDi?

We set out to find the level of engagement of the brand among the respondents.

Base: 272

Healthy Level of Consumer Engagement

89% 88% 89%

Find Out More about KhanaGaDi Discuss it with friends/family Use KhanaGaDiFemales are more likely to use KhanaGaDi… i.e. (95%) as compared to males (85%)

Females are more likely to create buzz… higher discussion scores by females (94%) as compared to males (83%)

A higher percentage (93%) of women responded that they are likely to find out more about KhanaGaDi than males( 87%)

“Hope it can deliver, whatever's it's claiming”  -­‐ male, 33, Assam

“While traveling, stay fit with this amazing service ”  -­‐ female, 32, New Delhi

“Quality of food should be top class and management should focus on hygiene ”    -­‐ male, 50, Kolkata

“Looking forward to use this wonderful service ”    -­‐ female, 31, Indore

Consumer Speak

“Provide this service in buses also ”  -­‐ female 19, Barielly

Conclusion

With efforts made by KhanaGaDi to stay ahead of the curve by innovating and staying relevant, it scores high on each of our SuperStartUp parameters as well as user engagement factors. With an overall rating of 8.3,

KhanaGaDi has earned the title of

SuperStartUp

Overall Score8.3

User Engagement8.4

Parameters8.3

Uniqueness8.3

Creativity8.4

Relevance8.3

Parameters8.2

Find out more8.4

Discuss with friends

8.3

Delivery8.4

Use Startup8.4

*If you would like to leverage our consumer insights portal to generate detailed reports with actionable insights, visit us at www.nfxdigital.com