This case study highlights how Avalon conducted detailed process review and utilized it for transforming critical processes of an ICT service provider

The Client is a publicly traded tech service provider in the middle east offering ICT services but faced difficulty in prioritizing high impact processes from a portfolio of over 50, leading to resource misallocation and missed opportunities. Also Complex workflow structure led to process delays, along with lack of adherence to process guidelines and lack of visibility into progress monitoring.

Avalon stepped in to deploy its proprietary Process Criticality Assessment Framework to tackle process prioritization. Avalon further assessed process performance using Avalon’s process health index framework and standard KPI methodology. This was followed by organizational process and guideline defination and documentation completing Avalon’s end-to-end Business Process Management tailored to client’s needs.

The impact of these interventions led to:

• Direct cost saving of ~$9 million over time efficiency and ~$14 million through invoicing processes
• 46 full time employees were freed through coninous monitoring of 12 critical processes
• 80+ major implementation corrections innovating 20+ new processes in two years

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The post Impact Paper 24: Process Review & Transformation for an ICT services provider appeared first on Avalon Consulting.

Amid the financial turbulence of FY23, when 75% of new-age tech startups reported losses totalling a staggering INR 71,112 crore, one startup stood out for its unexpected success. Astrotalk, a tech company offering astrology services, has defied the odds and emerged profitable with a unique value proposition that resonates with its audience. By creating a marketplace that connects users with a network of astrologers, Astrotalk guides them in times of uncertainty. Its remarkable achievements in profitability, revenue growth, and fundraising, including a recent $14 million investment led by Elev8 Venture, have captured widespread attention.

The Young Generation’s Connection with Astrology

Astrotalk’s success is a reminder that aligning innovation with consumer needs can lead to growth even in tough times in an industry riddled with losses. But why is astrology as a service relevant now? A 2021 study by an American think tank found that 44% of the population believes in astrology. In India, belief in astrology is widespread, but the market is highly fragmented. Many families have personal astrologers for everything from choosing auspicious dates to addressing issues like marriage or job loss. Despite the dispersion, Astrotalk generates most of its revenue from customers in their twenties.

This demographic, navigating the uncertainties of early adulthood, particularly around career and marriage, finds solace in astrology. With limited access to formal professional and marriage counselling in India, astrology offers Gen Z and Millennials a framework to confront life’s core challenges, providing a sense of direction and purpose. Their high engagement with social media makes digital astrology solutions accessible and appealing. Astrotalk has tapped into this behaviour by offering a free first session and subsequent consultations at an affordable INR 17-20 per minute, ensuring continued engagement and growth.

Serving the young generation with Real-World Solutions

While astrology may offer comforting reassurances, addressing real-life challenges through tangible means is crucial. Today’s youth need to understand that obstacles are a natural part of life, shaping resilience and growth. However, the culture of instant gratification—fuelled by apps like Swiggy and Blinkit—has fostered unrealistic expectations. When these expectations aren’t met, it often leads to distress and mental health issues for many in this generation.

Social media amplifies insecurities as Gen Z and Millennials compare their lives to the curated highlights of their peers, deepening the fear of missing out. To counter these pressures, there is an urgent need for formal programs that provide personalised guidance in critical areas like employment and marriage. While mass placement drives exist, what’s missing is bespoke, one-on-one support that helps individuals progress from where they are to where they want to be. Establishing such tailored services could bridge the gap between instant fixes and lasting, meaningful progress.

Making mental health support system Bite-sized

Several online platforms are working to address the mental health needs of young adults in India, such as YourDost, Amaha (Inner Hour), Wysa, Practo, 1to1 Help, HopeQure, and ePsyclinic. These platforms offer a range of services, from free access to self-help resources to one-on-one therapy sessions, often at varying price points. Despite these options, bite-sized and easily accessible mental health solutions remain scarce, particularly online. As a result, many young adults turn to astrology apps, drawn by their convenience. This trend suggests that the reluctance to engage with formal programs may stem not from a lack of awareness but from the inconvenience associated with existing professional services.

Strategies for Improvement

To better meet the needs of young adults, several strategies could be implemented:

1. Bite-sized Content on social media: Sponsored by reputable organizations and mental health apps, these platforms could feature professional practitioners offering concise guidance on life’s challenges. This approach would make expert advice more accessible through short, curated content.
2. Modular Tele Services: Changing existing tele platforms to be more user-friendly and modular would make professional services more attainable. Simplifying the process through shorter sessions and per-minute charges could significantly reduce barriers to entry.
3. Customized Support Programs: Developing comprehensive guidance systems that integrate professional therapy, community support, educational resources, and self-help tools could provide more rounded and sustainable solutions. These programs would offer tailored support, addressing individual needs while fostering long-term resilience.

By addressing these unmet needs, we can create a comprehensive digital support system that is both inclusive and impactful. Young adults deserve the opportunity to tackle their challenges with continuous, sustained guidance that empowers them to resolve issues at their core. Such a support system should not be a privilege but a fundamental right accessible to all who seek it.

The post Digital astrology and an underlying need swept under the carpet appeared first on Avalon Consulting.

He shared his experience sharing that the shift D2C made sense for carmakers with small footprints, especially in the luxury segment citing that the luxury segments is highly oriented on overall brand experience. He also highlighted the need for dealers to evolve their business model around service which is their highest revenue generating segments.

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This case study highlights how Avalon helped drive growth-oriented restructuring in a leading technology enabled car service platform client.

The Client faced severe financial issues faced issues leading to shrinking primary revenue streams, poor cash flow, extensive debt outstanding, operational halt across multiple verticals, lack of structures and protocols and low employee and investor morale which led to recent acquisition of the firm by leading auto component maker.

Avalon stepped into the management team of the client organization and taking control of all aspects of the business and prepared a detailed business plan for the next 12 months. Avalon initiated drastic changes in the payment processes, organization structures and reporting procedures. Avalon took part in contract execution conversations, debt write-off negotiations and debt settlement processes. Avalon analysed and structured cash flows, initiated operational improvement, diagnosed customer experience and reviving crucial business lines.

The impact of these interventions led to:

• Restored confidence of early investors providing a 4x rise in firm valuations
• Operational revenue increased by 5x from the time of acquisition with EBITDA improvement of over 80%
• Converting the client to EBIDTA positive and on the path to a 4x revenue growth in the current FY

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Source: Packaged Water Market in India, October 2023, MarketLine

The key driver for this trend is India’s rapid economic growth leading to rising number of corporate offices, increasing demand for MICE events and increasing end-consumer demand driven by rising disposable incomes, see graphs below for India’s per capita packaged water consumption trends and benchmarking with other countries.

Source: a) Packaged Water Market in India, MarketLine b) UN Population Division Portal

Source: a) Packaged Water Market of China, Japan, South Korea, Singapore and India, MarketLine b) UN Population Division Portal

Still, the share of packaged water within the overall drinking water consumed in India is very low. Assuming India’s population at 1.4 Bn. and average per capita drinking water requirement at 3 litres per day, the packaged water’s average share of the overall drinking water consumed would be ~1.5%.

From the outset, the future of the Indian packaged water market looks promising, but there are several challenges that persist today that may hinder its growth. These are as listed below:

1. Too many players in a small market: Post Covid-19, there has been a general shift towards healthy consumption, with this trend seen especially amongst urban consumers. The marketing by prominent packaged water brands has been revolving around the theme of “healthy and hygienic bottled water”, thereby resonating well with these consumers. However, ~200 brands operate in this space in India and ~75% of the share by volume of packaged water consumed is dominated by small players. These small players have not been able to build the same amount of brand equity as built by their prominent peers, thereby leading to a pullback on the potential sales and therefore the market’s growth.
2.  Price sensitive market: Even with positive brand equity, other challenge is the average price per litre of packaged drinking water in the range of INR. 15-20 currently. While the price figure may look small, based on the household consumption expenditure survey for 2022-23, the average per day expenditures per capita in urban and rural areas are INR. 215 and INR. 125 respectively. Further, ~60% of the urban and the rural population spends less than their respective average per day per capita expenditures. With the expenditure basket consisting of essentials such as food, medical, conveyance, electricity, etc. the spending on packaged drinking water is far-fetched for a significant portion of the Indian population, let alone for the niche ones such as the packaged “natural spring mineral” water.
3. Lacking awareness on multiple product offerings: While many of the consumers would perceive packaged drinking water positively over the tap water suited for drinking, citing purity and health-friendliness, an average consumer might not be able to do so between packaged drinking water and packaged natural spring mineral water, even if sold by a leading player. Also, an average consumer is generally unaware of the nutritional benefits of these packaged products in terms of intake of calcium, magnesium, etc.  

Today, Indian packaged water market stands at a juncture where strategic moves by its players can put it on an extremely, fast-paced growth trajectory. These are as listed below:

1. Enhanced focus on B2B sales: The main distribution channel in the market is through on-trade outlets, however retailers lack the brand loyalty in this market due to low switching costs for the customers. Thus, the companies can focus on strengthening their distribution network through partnerships with institutional buyers like hotels, restaurants, corporate offices, and educational institutions, which have a high and a consistent water consumption. Heavy focus on bulk supply agreements along with volume discounts can attract such customers. B2B sales also give opportunities to push niche products such as natural spring mineral water and therefore capture high margins.
2. Targeted promotion of niche products: Certain Indian companies offer natural spring mineral water bottled directly from ‘Himalayas’ and ‘Aravalis’. Highlighting the unique sourcing and superior quality of such products appeals to the premium consumer group. However, targeted promotional campaigns across the touchpoints of these customers are the key viz. premium hotels, malls, social media, etc., which thereby would lead to sales of high margin products.
3. Scale-up through mergers and acquisition – Today, multiple players exist, especially the regional ones, leading towards challenges in achieving benefits of scale through demand, especially for natural spring mineral water where logistics is a major cost. Acquisition of regional players would give big players the scale, along with making packaged water more affordable, and also relieving consumer trust deficit on quality and hygiene. Regional mergers or partnerships can also lead to similar benefits. These benefits will create a virtuous demand cycle as the different target segments would also come into the fold, such as the ones with less purchasing power.
4. “Incubate” streams of ideas – Incubating new business concepts, piloting and roll-out/roll-off can be one of the diversification pathways beyond packaged water. For example, “mineral dosing” and “real time water quality monitoring” – already part of the packaged water production line – are some of the “services” that the players can plug out and evaluate for offering in the B2B format. Another huge opportunity area is replacing PET packaging of bottles with biodegradable packaging – still in its infancy. This is especially relevant as consumer participation is very critical for a successful recycle-to-reuse ecosystem, and the current levels of consumer participation in India in such initiatives are very low owing to the awareness challenge.

Favourable conditions and regulations position India’s packaged water market for an exponential growth phase. “Early movers” will dominate, grow alongside as the market evolves and will shape its future as well!

The post Indian Packaged Water Market: Rising in the Backyard appeared first on Avalon Consulting.

He highlighted that the scheme encourages local assembly by allowing cell imports but restricting assembled battery packs, reducing uncertainties in EV manufacturing. Subhabrata also emphasized Aadhaar-based verification through the PM E-DRIVE app and the government’s investment in testing and surveillance upgrades, driving quality and innovation in India’s EV ecosystem.

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He emphasized the three major factors driving growth in e-commerce sales and noted that a deeper analysis of offline sales data will offer a more comprehensive understanding of the economy’s condition.

The post Ecommerce sales during the Indian festival season appeared first on Avalon Consulting.

The rise of pickleball in India is driven by its convinience and broad appeal. The sport requires minimal equipment—paddles cost between INR 3000 to 4000, and balls are priced around INR 100 to 200—making it affordable for people from various socio-economic backgrounds. Pickleball’s adaptability allows it to be played on diverse surfaces, from dedicated courts to community playgrounds and even makeshift spaces like garages or airport lounges. This versatility eliminates the need for extensive infrastructure, making it accessible to a wider audience.

Pickleball appeals to a broad demographic. Although it attracts players of all ages, the most active participants are between 18 and 34 years old, followed by those aged 35-54 and 55-64. Notably, players aged 55 and above form a significant segment, reflecting a global trend where approximately 75% of core players in the U.S. are over 55. This highlights pickleball’s appeal as a fun, social, and less physically demanding alternative to traditional racquet sports.

The sport distinguishes itself from others like tennis and badminton through its simplicity and approachability. Unlike tennis, which demands rigorous training and technical skill, or badminton’s fast-paced nature, pickleball is played on smaller courts with straightforward rules. This makes it less daunting for newcomers and emphasizes enjoyment and social interaction over intense competition. Players can stay active and burn calories without the pressure of mastering complex techniques.

Early adopters in India have played a crucial role in promoting pickleball. Many have transitioned from badminton and tennis due to its simplicity and lower physical demands. The sport’s focus on strategy and consistency rather than technical prowess allows for quick engagement without extensive practice. As the community grows, local champions are increasingly organizing competitions and fostering camaraderie, further fuelling the sport’s popularity.

Significant investments are supporting pickleball’s growth in India. The AIPA has partnered with KheloMore Sports, a leading digital platform for recreational and semi-professional athletes, to invest INR 50 million in building 100 state-of-the-art pickleball courts across the country over the next two years. This collaboration focuses on Tier 2 and Tier 3 cities, reflecting a strong commitment to grassroots development. Arvind Prabhoo, AIPA President, expressed enthusiasm for the partnership, stating, “The collaboration with KheloMore is a significant milestone for grassroots development of pickleball in tier 2 and tier 3 cities in India. With this substantial investment, we aim to build world-class facilities and nurture a vibrant community of pickleball players across the nation.”

Additionally, there are plans for a USD 10 million investment in a global professional pickleball league over the next 3 to 5 years. This league will feature six franchises with a mix of international and Indian players, further boosting the sport’s profile in India and creating new opportunities for players at all levels.

The International Institute of Sports & Management (IISM), a leading sports education and research organization in India, suggests that the “Vidarbha Model” of growth should be replicated in Tier 1 and Tier 2 cities to enhance pickleball’s development. This model emphasizes creating a sustainable ecosystem for the sport, including infrastructure, coaching, and community engagement. The Vidarbha Pickleball Association (VPA), led by Shreyansh Mohta, has been instrumental in implementing this model in Maharashtra’s Vidarbha region.

Globally, pickleball is experiencing explosive growth, with the Association of Pickleball Professionals reporting a 40% increase in participation over the last three years. This trend is mirrored in India, where approximately 8000 players from 17 states are now actively engaged in the sport. Recent successes by Indian players at international events, such as the Bainbridge Cup, have propelled pickleball into the global spotlight, sparking hopes for a national league with Olympic aspirations. The anticipated PPA Tour India event in February 2025 is expected to be a landmark moment, likely to attract international players and showcase Indian talent on a global stage, paving the way for greater recognition and sponsorship opportunities.

As pickleball grows in India, its future looks promising. Its accessibility and appeal are driving participation, and investments in infrastructure and grassroots development are strengthening the community. Despite challenges, the enthusiasm of players and supporters is integrating pickleball into India’s sporting culture.

The post The Rise of Pickleball in India: A Game for All Ages appeared first on Avalon Consulting.

Los Angeles bidding for the 2024 Games, highlighting cities’ growing reluctance. The allure of prestige and potential economic benefits is overshadowed by the high costs of building stadiums, upgrading infrastructure, and ensuring security, which often exceed initial budgets. This financial burden, along with underutilized facilities post-Games, has led many cities to reconsider the true value of hosting the world’s most significant sporting event. Take Beijing’s 2008 Olympics as an example. The event was initially budgeted at $40 billion, but costs rose to $45 billion by the time the Games concluded. While it successfully showcased China’s emergence as a global power, the long-term economic benefits were less than anticipated. The iconic Bird’s Nest stadium, once a marvel of architecture, now struggles to find sustainable use, becoming a financial drain on the city. Similarly, the 2016 Rio de Janeiro Olympics highlighted the challenges of hosting in a developing country. Held amid an economic and political crisis, the Games faced issues with infrastructure, security, and public health, and the expected economic boost failed to materialize, leaving the city with underutilized facilities and mounting debt, rather than a sense of national pride The International Olympic Committee (IOC) has also played a role in the escalating costs through its relentless pursuit of expansion. The inclusion of new sports and larger delegations has driven up expenses for host cities. However, the IOC has recognized the growing discontent and introduced reforms aimed at reducing the financial burden. These include encouraging the use of existing venues and offering greater financial support to host cities. While these measures are a step in the right direction, they may not be enough to address the underlying issues.

A more radical overhaul may be necessary to ensure the survival of the Olympics. One potential solution is the concept of a permanent Olympic city, equipped with state-of-the- art facilities that can be used repeatedly. This would eliminate the need for costly infrastructure projects in different cities every few years and could significantly reduce the financial burden on host cities. Additionally, while the facility may be used for the Olympics only once every four years, it can also host other global sporting events, ensuring its continuous utility and justifying the investment. Another option is to rotate the Games among a select group of established sporting cities. This approach would lower costs and logistical challenges while allowing host cities to focus on maximizing the benefits of the event. Furthermore, to ensure strong ticket sales and vibrant audiences, it’s crucial to select cities with strategic locations that can draw in large crowds and generate significant revenue.

Beyond the financial strain, the environmental impact of hosting the Olympics is becoming a growing concern. The construction of new venues and infrastructure often leaves a significant ecological footprint. As the world becomes more aware of environmental issues, sustainable practices and the use of eco-friendly materials are increasingly important considerations for future host cities.

Human rights concerns also cast a shadow over the Games. The IOC has faced criticism for awarding the Olympics to countries with questionable human rights records. This has led to calls for greater scrutiny in the selection process to ensure that the Games align with the values of equality, respect, and human dignity.

The future of the Olympics is at a crossroads. The Games must evolve to remain relevant in a world that is increasingly focused on sustainability, social responsibility, and financial prudence. A more modest approach, focusing on smaller, more focused events, could reduce costs and bring the emphasis back to athletic excellence and the Olympic spirit. By embracing innovation, sustainability, and a more equitable distribution of benefits, the Olympics can regain their former glory and continue to inspire future generations. The Olympics must adapt to the realities of the 21 st century, or risk becoming a relic of the past. The time has come for the global community to rethink the model of the Games, ensuring that they remain a celebration of human achievement while also being responsible stewards of the planet and its resources.

The post From Prestige to Burden: The Changing Face of the Olympic Games appeared first on Avalon Consulting.

According to Avendus Capital, Indian households are expected to triple their spending on health-focused foods and beverages in the next five years. The firm predicts that per capita spending on health foods will double by 2026, with the market reaching $30 billion. With a CAGR of 20%, India is the fastest-growing health food market today.

Changing Consumer Preferences

Indian consumers are increasingly health-conscious due to rising disposable incomes, better access to information, and heightened awareness of lifestyle diseases like diabetes, hypertension, and obesity. This shift has changed dietary habits, with a focus on nutrition and wellness overtaking taste and convenience. Health foods—such as organic produce, superfoods, gluten-free products, and dietary supplements—have moved from niche markets to the mainstream, affecting both urban centers and, gradually, rural areas.

Urbanization has introduced sedentary lifestyles and high stress levels, increasing the demand for health foods that support stress management, mental health, and overall well-being. Millennials and Gen Z are particularly interested in functional foods that offer specific health benefits like improved digestion and enhanced immunity. Products such as probiotic yogurts, detox teas, and fortified cereals have gained popularity. Social media platforms and e-commerce have further transformed consumer behaviour by providing education on healthy eating and easy access to health products.

Evolving Trends and Implications for Brands in India’s Health Food Sector

The health food market in India is diverse and rapidly evolving, offering a wealth of opportunities for both start-ups and established companies. With the increasing demand for health-conscious products, several segments are experiencing significant growth, including organic foods, dietary supplements, functional foods, natural sweeteners, and local superfoods.

Key Evolving Trends

Organic Foods: Concerns over pesticide residues and food safety have driven a surge in demand for organic foods. Consumers are willing to pay more for certified organic products, which are free from harmful chemicals and GMOs.

Dietary Supplements: There is a growing market for dietary supplements as consumers seek vitamins, minerals, and herbal supplements to enhance their health. Products like omega-3 supplements, protein powders, and multivitamins are becoming common in Indian households.

Functional Foods: Foods fortified with nutrients or probiotics are becoming popular for their perceived health benefits. Brands are launching fortified breads, juices, and dairy products to cater to health-conscious consumers.

Natural Sweeteners: Increasing awareness of the health risks of refined sugar has led to a preference for natural sweeteners like stevia and jaggery, which are now widely used in foods and beverages.

Local Superfoods: Traditional superfoods such as millets, moringa, turmeric, and amla are being rediscovered for their nutritional benefits and incorporated into modern diets in innovative forms like health drinks, snack bars, and supplements.

Implications for Brands

Premium Pricing Strategy: Leverage consumers’ willingness to pay more for organic products by positioning them as high-quality offerings. Ensure these products meet organic certifications and clearly communicate their benefits to enhance market appeal.

Product Innovation: Invest in research and development to create nutrient-rich products like fortified foods with added vitamins, minerals, and probiotics, catering to the rising demand for dietary supplements and functional foods.

Local Ingredient Sourcing: Take advantage of the trend toward local superfoods by sourcing indigenous ingredients like millets, moringa, and turmeric. This approach supports sustainability and appeals to health-conscious consumers.

Natural and Clean Labeling: Address the increased awareness of the risks associated with refined sugar and artificial ingredients by using natural sweeteners like stevia and jaggery. Clean labeling practices that highlight the absence of harmful additives can boost brand credibility.

Targeted Marketing: Customize marketing strategies to emphasize specific health benefits, such as promoting protein supplements to fitness enthusiasts or fortified foods to families.

Education and Awareness Campaigns: Educate consumers on the benefits of new products through partnerships with health influencers and targeted campaigns to build loyalty and attract dedicated customers.

By aligning with these market dynamics, brands can not only meet current consumer demand but also position themselves as leaders in the rapidly growing health food sector in India

Challenges and Future Prospects

Despite robust growth, India’s health food market faces challenges such as high prices, limited rural awareness, and the need for stringent quality control. However, the market’s future looks promising. Increasing consumer awareness and ongoing innovation by food companies are expected to drive substantial growth. As more Indians adopt healthier lifestyles, demand for nutritious, natural, and functional foods will rise, transforming the food landscape. In conclusion, the growth of the health food market reflects a shift towards improved health and wellness, presenting significant opportunities for businesses and entrepreneurs to innovate and meet the needs of the modern consumer.

The post India’s Growing Appetite for Health Foods appeared first on Avalon Consulting.

Experts from various countries came together to explore the latest trends and solutions we’ve developed for our clients in the pharmaceutical industry.

Avalon contributed by presenting a case study on its life sciences practice and the strategy implemented for a prominent pharma client.

The post Collaborating for Pharma Innovation: Highlights from Cordence’s Paris Summit appeared first on Avalon Consulting.