1.

Competition Analysis:

Bamboo India started its operations in a niche market with an objective to reduce the day to day
usage of plastic. The niche market of the biodegradable toothbrush has gained good attention
from startups as well as big old players.

The major competitors in this segment are Terra, The Happy Turtle, The Eco-trunk, Goli Soda,
Bare necessities and Purganics. All of them were started with a common objective that is to
reduce plastic waste created by one time use plastic. These players are based in multiple
locations of India but they are performing their marketing and sales operations through offline
stores as well as online retailers such as Flipkart, Amazon and their own website.
When compared with respect to prices Terra brush has lowest price followed by Bamboo India.
The strategy most of the competitors follow in this niche market is to spread awareness on the
how the plastic waste had created the damage to the environment.
Location: These companies have good market reach in cities they are located, by taking leverage
they created forte in the local market in their respective locations. To reach out other market
locations within India, they opted online platform. Online retailers had filled gap between the
small producers and the consumers, which opened great opportunities to new entries into this
market creating more competition.
Since the products are created precisely and take more efforts in making a biodegradable brush,
most of the players in the market price the product very high which ranges from (Rs.150- 400)
(Annexure-3).
Bamboo India one of the major market share holder in the niche biodegradable toothbrush, is has
followed the strategy of bringing awareness on environment, in addition to this they have
concentrated on the customer well being and health. The objective and strategy is to prevent the
harmful effects of the plastic and BPA, which are found in the regular plastic brushes, on the
human body. Also Bamboo India has created very high competition through pricing strategy
(lowest among the available brands in India). The mode of supply is done through online
retailers, so as to reach large area and in a fastest path.
Sno Company Rs per peace
1 Terra 75
4 The Happy Turtle 135
2 Purganics 170
3 The Eco Trunk 150 & 180
5 Bare necessitites 225
6 Goli soda 375

Customer Awareness Product Quality Product Availability

Terra G F F
The Happy Turtle G G F
Purganics G E F
The Eco Trunk G E F

Points of parity:
Toothbrush basic need is to brush teeth,
Handle made of bamboo
Good aesthetics
Biodegradable

Points of differentiation:
Low cost compared with other competitors (Bamboo India- Rs90, others –Rs150-300)

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 We can see the detailed picture of the company through porter's five force model:

Chart 1: Porter's Five Force Model

Threats: Competitive Rivalry:

1. Market is in initial stage of growth, many 1. More than ten competitors.
more players are about entering the Threat of 2. Quality is almost same.
market. New 3. The price is least among other players.
2. Online platform worsen by reducing the entries 4. Most of the customers are one time
entry barrier. buyers.
5. Fancy buyers, gifting

Supplier Competitive Buyer

power Rivalry power

Supplier power:
1. Abundant supply
Buyer Power:
1. More than 2 orders per head
Threat of Substitutes: 2. Nature concern.
1. Bio degradable husk brush Threat of
substitutes