SMOOTH UP

30 ML  ·  10 SERVINGS  ·  ₹35 MRP

Distributor Partnership Proposal

Executive Summary

Smooth Up is a high-volume, mass-market spirit brand built around a single idea: keep the price low enough for daily, repeat purchase, and let volume do the rest. At an MRP of just ₹35 for a 30 ml bottle — ₹3.50 a serving — Smooth Up is designed to move fast across every outlet in a territory.

This proposal outlines the margin structure, territory opportunity, and partnership terms available to distributors joining the Smooth Up network. At a working volume of 5,000 bottles a day, a distributor’s margin income works out to approximately ₹75.6 lakh a year — details of how that number is built are set out below.

About Smooth Up

Smooth Up is positioned as an affordable, high-frequency purchase spirit, aimed at price-sensitive consumers who want a smaller, more accessible format than a standard bottle. Each bottle contains 10 servings of 30 ml each, keeping the per-serving cost to the end consumer at just ₹3.50.

• Consumer price point (MRP): ₹35 per 30 ml bottle
• Format: 10 servings per bottle — approx. ₹3.50 per serving
• Positioning: high-volume, everyday-purchase spirit brand
• Model: built for scale — designed to move through high daily volumes rather than rely on slow shelf turnover

The Distributor Opportunity

The table below illustrates the margin income a distributor can expect at a working volume of 5,000 bottles a day, based on a 12% distributor trade margin on MRP.

Note: figures are illustrative gross margin income, calculated on a 30-day month and 365-day year. They are pre-tax and exclude the distributor’s own transport, storage, and operating costs.

Pricing & Margin Structure

Smooth Up operates on a transparent, fixed trade margin structure. The full 30% distribution and trade margin on MRP is split between distributor and retailer as follows:

Note: distributor/retailer split shown (12% + 18%) is the standard structure offered; margins are fixed and consistent across the distributor network.

Why Partner With Smooth Up

• Everyday price point: ₹35 keeps Smooth Up within reach of daily, repeat purchase — driving footfall and frequency rather than one-off sales.
• Built for volume: the entire pricing and margin model is designed around high-volume movement, not slow-moving premium stock.
• Transparent margins: a fixed, published trade margin structure — no case-by-case negotiation.
• Low consumer barrier: at ₹3.50 a serving, Smooth Up is accessible to a far wider consumer base than standard bottle formats.
• Simple logistics: ambient storage, no cold chain, straightforward handling and stocking.

Territory & Partnership Terms

The following outlines the standard terms under which distributors are appointed. Final terms will be confirmed in the distribution agreement.

Onboarding Process

• Application & discussion — initial conversation to understand territory and capacity
• Agreement — distribution agreement signed, covering territory, targets, and terms
• Territory mapping — outlet and retailer network identified within the territory
• First order & launch — initial stock dispatched with launch and merchandising support
• Ongoing support — ordering, replenishment, and marketing support on a continuing basis

Important Notes

All figures in this proposal are illustrative and pre-tax. They exclude GST, excise duty, and any state-specific levies applicable to alcoholic beverages, which vary by state and are the responsibility of the relevant party as per applicable law and the final distribution agreement. Actual margin income will depend on actual sales volume achieved in the territory.

Next Steps

To discuss territory availability and formalise a partnership, please reach out using the details below.