Fill it, shut it, forget it.
This famous tag line of the 1980s commercial of Hero Honda Splendour bike in the 1980s was a wonderful example of brilliant single minded communication which assured buyers of the peace of mind as far as fuel economy was concerned, thus valuing their convenience, time, and effort. Three decades later, the same convenience is being assured by startups in an entirely different space altogether-surprisingly on-demand laundry.
Their proposition is simple. Fill your bag with clothes to be washed, leave it at the door, and forget it! The rest will be taken care of them-from picking them up, to washing, to dry cleaning, to ironing, to delivering it back to your door crisp!
Abhinav Agarwal, co-founder of Doormint, one such startup shares that with disposable incomes and dual working households, people are starting to value convenience and quality.
“People hardly have 7-8 hours per week to manage laundry and it has become a huge pain point. On an average, they spend about INR 2000 on washing, which includes INR 500 to the maid, INR 200-300 on the detergents, INR 500-700 to the dhobi for ironing. Add to that the capital depreciation of roughly INR 500 of the washing machine and the real estate depreciation given the fact that you have a demarcated area in the house for the washing machine. And inspite of having a machine, a maid and an ironing guy at one’s disposal, people are unable to get convenience, reliability or quality. Hence it turns out to be a huge category though with a lot of inertia and requiring fundamental behaviour change across the society,” Abhinav said.
No wonder startups are moving in fast to crack the category and bring about this change. After all even with their conservative estimates, it is touted as a billion dollar opportunity. As per Abhinav, even if one takes 10 top cities and the top 30% working population, it is a $9-10 Bn industry.