ApnaKlub: A B2B Social Commerce Platform for FMCG Products

ApnaKlub is a startup that offers a B2B social commerce platform for FMCG products. Founded in 2019 by Manish Kumar and Shruti, ApnaKlub enables anyone with a smartphone and an entrepreneurial drive to earn supplemental income by aggregating demand and supplying FMCG goods to retail stores in their local community. ApnaKlub claims to provide a zero capital model, a wide range of products, and a hassle-free delivery service to its resellers and retailers.


Details of the startup:

  • CITY: Bengaluru
  • STATE: Karnataka
  • STARTED IN: 2019
  • FOUNDERS:  Manish Kumar and Shruti

You can find their website here.

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Why ApnaKlub?

The FMCG industry is one of the largest and fastest-growing sectors in India, accounting for over 40% of the consumer expenditure. However, the industry is also highly fragmented and inefficient, with multiple intermediaries, high inventory costs, and low margins for the retailers. Moreover, the rural and semi-urban markets, which constitute over 70% of the population, are largely underserved and untapped by the existing distribution channels.

ApnaKlub is addressing these pain points by creating a platform that connects the FMCG manufacturers directly with the retailers, eliminating the middlemen and reducing the operational costs. ApnaKlub also empowers the local entrepreneurs, especially women, to become resellers and earn commissions by sourcing and delivering the products to the retailers in their network. ApnaKlub also provides the resellers and retailers with access to credit facility, analytics, and customer support.

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How ApnaKlub Works?

ApnaKlub operates on a mobile app, where resellers and retailers can register and start their business with no investment. ApnaKlub offers the following steps for its users:

  • Resellers: Resellers can create their online digital store, add products from over 1000+ FMCG products across categories such as packaged food, beverages, personal care, baby care, home care, and over the counter (OTC) items. Resellers can also choose from over 300+ top quality FMCG brands such as P&G, Hindustan Unilever, TATA, ITC, Godrej, Wipro, Patanjali, Adani, Pepsi Co, Coca Cola, Nestle, Dabur, GSK, and more. Resellers can then share the link of their store with their customers, add their profit margin to the wholesale prices of the products, and place orders on behalf of their customers. ApnaKlub takes care of the order aggregation, transport, inventory handling, and delivery within 48 hours. Resellers can earn commissions on every order and track their earnings and performance on the app.
  • Retailers: Retailers can browse through the products and brands offered by ApnaKlub and place orders directly on the app. Retailers can also choose to order from the resellers in their area and get the products delivered to their doorstep. Retailers can benefit from the low prices, high margins, free delivery, cash on delivery, and credit options offered by ApnaKlub. Retailers can also get access to analytics and insights to optimize their inventory and sales.

ApnaKlub has over 500,000+ downloads and 50,000+ active users across UP, Bihar, Jharkhand, Uttarakhand, Haryana, and other statesApnaKlub claims that its platform can increase the margins for the retailers by up to 50% and the income for the resellers by up to 30,000 INR per month.

Here’s how ApnaKlub is making a difference:

  • Wider product range: Gone are the days of limited stock and dependence on a few distributors. ApnaKlub offers a diverse range of products across categories, from groceries and beverages to personal care and home essentials. This allows Kirana stores to cater to a wider customer base and meet their evolving needs.
  • Competitive pricing: ApnaKlub eliminates the middlemen, bringing Kirana stores closer to manufacturers and brands. This translates to better margins and the ability to offer competitive prices to their customers.
  • Faster deliveries: No more waiting for days or weeks for stock. ApnaKlub boasts a robust delivery network, ensuring orders reach Kirana stores within 48 hours, sometimes even faster. This keeps shelves stocked and customers happy.
  • Technology at their fingertips: The ApnaKlub app is a game-changer. Kirana store owners can manage their orders, track deliveries, and access exclusive deals, all from the convenience of their smartphones. This saves time, reduces paperwork, and provides valuable data insights.
  • Financial support: ApnaKlub understands the challenges of running a small business. They offer flexible credit options and payment gateways to help Kirana stores manage their cash flow and invest in growth.


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What’s Next for ApnaKlub?

ApnaKlub has recently raised $10 million in a Series A funding round led by Tiger Global, along with existing investors Sequoia Capital India’s Surge, and KAE Capital. The company plans to use the funds for product development, team expansion, and geographical expansion.

ApnaKlub is on a mission to disrupt the traditional wholesale FMCG distribution landscape in India through its reseller-led B2B platform for retailers and wholesalers based in Tier II, Tier III areas in India. In the next few years, the company aims to reach over 10 million retailers and create over 1 million resellers across the country. ApnaKlub is a startup to watch out for in the social commerce space.

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