{
 "business": "cloud kitchen",
 "url": "https://bizgame.app/cloud-kitchen-business/",
 "simulator": "https://bizgame.app/play/case/cloudkitchen",
 "updated": "2026-10-25",
 "setupCostByFormat": [
  {
   "format": "Compact kitchen",
   "setupCostINR": 550000,
   "suggestedBudgetINR": 595000
  },
  {
   "format": "Standard kitchen",
   "setupCostINR": 700000,
   "suggestedBudgetINR": 760000
  },
  {
   "format": "Full kitchen, two brands",
   "setupCostINR": 1100000,
   "suggestedBudgetINR": 1181000
  }
 ],
 "monthlyNetProfitINR": {
  "metro": [
   21500,
   63000
  ],
  "tier2": [
   15000,
   41000
  ],
  "smallTown": [
   8500,
   26000
  ]
 },
 "licences": [
  "FSSAI state licence or registration",
  "fire NOC",
  "trade licence",
  "GST registration (needed to list on Zomato/Swiggy)"
 ],
 "risks": [
  "app commission of 28–40% after fees",
  "bad ratings cutting orders",
  "food waste",
  "weekly payout delays"
 ],
 "factors": [
  {
   "id": "A01",
   "cat": "A Setup & capital",
   "name": "Total upfront investment",
   "value": "₹10 to 15 L (metro), ₹5 to 8 L (T2), est. ₹4 to 6 L (T3) (varies: Tier, cuisine (tandoor/pizza oven cost more))",
   "role": "HV",
   "source": "Petpooja; T3 Est. (scaled down from T2 for cheaper civil work)",
   "estimate": true
  },
  {
   "id": "A02",
   "cat": "A Setup & capital",
   "name": "Burners, fridge, freezer, chimney/exhaust, work tables, utensils",
   "value": "₹6 to 9 L (varies: Cuisine: pizza/tandoor/fryer add ₹1 to 3 L (Est.))",
   "role": "PD",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "A03",
   "cat": "A Setup & capital",
   "name": "Rent deposit",
   "value": "₹1 to 2 L metro, about ₹0.5 to 1 L T2 (varies: Tier; typically 3 to 6 months' rent (Est.))",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "A04",
   "cat": "A Setup & capital",
   "name": "Plumbing, drainage, tiling, exhaust ducting",
   "value": "Est. ₹1 to 2.5 L (varies: Tier, building condition)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "A05",
   "cat": "A Setup & capital",
   "name": "Opening raw-material stock",
   "value": "about ₹20,000 (varies: Cuisine (meat/dairy heavier))",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "A06",
   "cat": "A Setup & capital",
   "name": "Initial branded packaging stock",
   "value": "₹40,000 to 60,000 (varies: Branding level, MOQ)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "A07",
   "cat": "A Setup & capital",
   "name": "Launch ads and discounts, first 3 months",
   "value": "₹30,000 to 80,000 (varies: Competition density)",
   "role": "PD",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "A08",
   "cat": "A Setup & capital",
   "name": "Cash runway",
   "value": "₹1 to 1.5 L (3 months) (varies: Owner capacity)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "A09",
   "cat": "A Setup & capital",
   "name": "Commercial LPG/PNG connection",
   "value": "about ₹5,000 (varies: PNG available mainly in metros)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "A10",
   "cat": "A Setup & capital",
   "name": "Commercial meter deposit",
   "value": "about ₹20,000 (varies: State DISCOM)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "A11",
   "cat": "A Setup & capital",
   "name": "POS/aggregator integration (Petpooja etc.)",
   "value": "Est. ₹10,000 to 20,000/yr (varies: Vendor)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "A12",
   "cat": "A Setup & capital",
   "name": "Weeks from lease to first order",
   "value": "Est. 4 to 8 weeks (varies: Licence speed (FSSAI 7 to 10 working days))",
   "role": "HV",
   "source": "Petpooja (FSSAI timing); remainder Est.",
   "estimate": true
  },
  {
   "id": "B01",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Monthly rent",
   "value": "₹15 to 25k (T1), ₹8 to 10k (T2), est. ₹5 to 8k (T3) (varies: Tier, locality, ground floor vs basement)",
   "role": "PD",
   "source": "Petpooja; T3 Est.",
   "estimate": true
  },
  {
   "id": "B02",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Floor area",
   "value": "200 to 400 sq ft (varies: Number of brands)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "B03",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Households within serviceable radius",
   "value": "Est. 30k to 150k in a T1 dense area (varies: Density: CBD/IT corridor > residential > outskirts)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "B04",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Platform serviceability radius",
   "value": "Est. 4 to 7 km standard; shrinks in rain/peak (varies: Weather, rider supply, platform)",
   "role": "HV",
   "source": "Zomato fee bands imply 4/6 km thresholds; radius Est.",
   "estimate": true
  },
  {
   "id": "B05",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Per-order fee on far orders",
   "value": "₹20 (4 to 6 km), ₹40 (>6 km) on Zomato (varies: Order value >₹150; city)",
   "role": "HV",
   "source": "Restaurant India 2025",
   "estimate": false
  },
  {
   "id": "B06",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Office/IT, residential, student, mixed",
   "value": "Demand profile multiplier (varies: Office: weekday lunch and late night; residential: weekend dinner (Est.))",
   "role": "PD",
   "source": "Swiggy late-night data; rest Est.",
   "estimate": true
  },
  {
   "id": "B07",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Number of competing kitchens on the same app radius",
   "value": "Est. 200 to 1,000+ listings in T1 (varies: Tier)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "B08",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Electricity, water, gas (excl. LPG per-cylinder)",
   "value": "Peak-month electricity >₹12,000 (varies: Summer (AC/fridges), cuisine)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "B09",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Renting a slot in a managed cloud-kitchen hub",
   "value": "Est. rent plus revenue share (varies: Metro only)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "B10",
   "cat": "B Location & footfall (delivery catchment)",
   "name": "Rider arrival delay at kitchen",
   "value": "Est. 3 to 10 min (varies: Peak hours, rain, location access)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "C01",
   "cat": "C Products, menu & pricing",
   "name": "Price level vs local market median",
   "value": "0.8 to 1.3× (varies: Player choice)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "C02",
   "cat": "C Products, menu & pricing",
   "name": "Average order value",
   "value": "₹250 to 450 (T1); est. ₹180 to 300 (T2/T3) (varies: Cuisine (biryani/pizza higher), late night higher (Est.), weekends)",
   "role": "HV",
   "source": "Petpooja; Inc42 2024; T2/T3 Est.",
   "estimate": true
  },
  {
   "id": "C03",
   "cat": "C Products, menu & pricing",
   "name": "Number of SKUs",
   "value": "8 to 15 recommended (varies: Brand count)",
   "role": "PD",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "C04",
   "cat": "C Products, menu & pricing",
   "name": "Ingredient cost / menu price",
   "value": "28 to 32% (good); 40%+ (bloated menu) (varies: Cuisine (non-veg/dairy higher), inflation)",
   "role": "HV",
   "source": "Petpooja; Restaurant India",
   "estimate": false
  },
  {
   "id": "C05",
   "cat": "C Products, menu & pricing",
   "name": "Per-order packaging",
   "value": "₹20 to 40 per order (5 to 8% of AOV); pizza vented box +₹8 to 12 (varies: Cuisine (gravies need leak-proof), eco-packaging rules)",
   "role": "PD",
   "source": "Petpooja; Restaurant India",
   "estimate": false
  },
  {
   "id": "C06",
   "cat": "C Products, menu & pricing",
   "name": "% order change per 1% price change",
   "value": "Est. −1.2 to −2.0 on apps (varies: Higher in T2/T3 and among students; lower at late night and on rainy days)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "C07",
   "cat": "C Products, menu & pricing",
   "name": "Menu price on apps vs own channel",
   "value": "Est. +10 to 25% (varies: Commission level)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "C08",
   "cat": "C Products, menu & pricing",
   "name": "Share of orders from top 3 items",
   "value": "Est. 50 to 70% (varies: Cuisine)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "C09",
   "cat": "C Products, menu & pricing",
   "name": "Meal combos raise AOV",
   "value": "Est. +10 to 20% AOV (varies: Lunch/office)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "C10",
   "cat": "C Products, menu & pricing",
   "name": "Biryani, North Indian, Chinese, pizza, healthy bowls, etc.",
   "value": "Biryani consistently the top-ordered dish on Swiggy (varies: Region (South: biryani/dosa; North: North Indian/rolls))",
   "role": "PD",
   "source": "https://yourstory.com/2019/05/ipl-csk-mumbai-indians-biryani-swiggy",
   "estimate": true
  },
  {
   "id": "C11",
   "cat": "C Products, menu & pricing",
   "name": "Veg-only vs mixed",
   "value": "Est. veg-only reach lower in North/West Jain/Gujarati pockets is higher (varies: Region, festival (Navratri, Shravan lower non-veg))",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "C12",
   "cat": "C Products, menu & pricing",
   "name": "AOV − food − packaging",
   "value": "Est. 55 to 65% of AOV before platform",
   "role": "HV",
   "source": "Derived from C04/C05",
   "estimate": true
  },
  {
   "id": "D01",
   "cat": "D Inputs & supply chain",
   "name": "19 kg commercial cylinder",
   "value": "₹2,930 Delhi (Jul 2026); peak about ₹3,113 + black market ₹3,000 to 4,000 (varies: Monthly OMC revision, state taxes, geopolitics)",
   "role": "HV",
   "source": "Deccan Herald; The Week",
   "estimate": false
  },
  {
   "id": "D02",
   "cat": "D Inputs & supply chain",
   "name": "Cylinders per month",
   "value": "Est. 4 to 10 per month for 50 to 80 orders/day (varies: Cuisine (tandoor/frying heavy))",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "D03",
   "cat": "D Inputs & supply chain",
   "name": "Supply crunch",
   "value": "Mar 2026 episode; 25-day booking wait (varies: Geopolitics, metros)",
   "role": "RE",
   "source": "The Week; South First",
   "estimate": false
  },
  {
   "id": "D04",
   "cat": "D Inputs & supply chain",
   "name": "Onion/tomato price spikes",
   "value": "Est. 2 to 4× swings seasonally (varies: Monsoon (Jul to Sep) and summer heat spikes)",
   "role": "HV/RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "D05",
   "cat": "D Inputs & supply chain",
   "name": "Broiler price",
   "value": "Est. ₹180 to 300/kg retail; dips during Shravan/Navratri (varies: Festivals (demand down), summer (supply down))",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "D06",
   "cat": "D Inputs & supply chain",
   "name": "Paneer, ghee, oil",
   "value": "Est. moderate monthly drift (varies: Inflation, edible oil import duty)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "D07",
   "cat": "D Inputs & supply chain",
   "name": "Credit from wholesaler",
   "value": "Est. 0 (cash) to 7 to 15 days after relationship (varies: Supplier trust, volume)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "D08",
   "cat": "D Inputs & supply chain",
   "name": "Hyperpure (Zomato), Jumbotail, Udaan etc.",
   "value": "Next-day delivery (varies: Metros mainly)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "D09",
   "cat": "D Inputs & supply chain",
   "name": "Perishability of prepped items",
   "value": "Gravies/marinades 1 to 3 days refrigerated; rice same day (varies: Summer heat shortens it)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "D10",
   "cat": "D Inputs & supply chain",
   "name": "Food wasted / purchased",
   "value": "Est. 4 to 10% (varies: Menu size, forecasting skill, rain cancellations)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "D11",
   "cat": "D Inputs & supply chain",
   "name": "Items marked unavailable",
   "value": "Est. 2 to 8% of item-hours (varies: Under-stocking decision)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "D12",
   "cat": "D Inputs & supply chain",
   "name": "Packaging price and availability; plastic bans",
   "value": "Est. +10 to 30% cost for compliant eco packaging (varies: State single-use plastic rules)",
   "role": "HV/RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "E01",
   "cat": "E Operations & capacity",
   "name": "Hours open per day",
   "value": "Est. 11 AM to 11 PM baseline; late night to 2 to 3 AM (varies: Location (office/student))",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "E02",
   "cat": "E Operations & capacity",
   "name": "Max orders/hour",
   "value": "30 to 35/hr with 2 to 3 staff (70 in 2 hrs) (varies: Staff count, equipment, menu complexity)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "E03",
   "cat": "E Operations & capacity",
   "name": "Kitchen prep time per order",
   "value": "Est. 10 to 20 min (varies: Cuisine, load)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "E04",
   "cat": "E Operations & capacity",
   "name": "Orders accepted / received",
   "value": "Est. target >95% (varies: Staffing, stock)",
   "role": "HV",
   "source": "Restaurant India (factor); value Est.",
   "estimate": true
  },
  {
   "id": "E05",
   "cat": "E Operations & capacity",
   "name": "Share of operating hours shown online",
   "value": "Est. target >95% (varies: Staff absence, power cuts)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "E06",
   "cat": "E Operations & capacity",
   "name": "Number of virtual brands from one kitchen",
   "value": "1 to 3 small; 5+ at scale (varies: Space, staff)",
   "role": "PD",
   "source": "Redseer; Petpooja (multi-brand 400 sq ft)",
   "estimate": false
  },
  {
   "id": "E07",
   "cat": "E Operations & capacity",
   "name": "Wrong/missing items",
   "value": "Est. 1 to 3% of orders (varies: Peak load, staff skill)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "E08",
   "cat": "E Operations & capacity",
   "name": "Fridge/burner/chimney failure",
   "value": "Est. 1 to 2 events/yr (varies: Age, power quality)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "E09",
   "cat": "E Operations & capacity",
   "name": "Grid cut",
   "value": "Est. frequent in T2/T3 summer (varies: Tier, season)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "E10",
   "cat": "E Operations & capacity",
   "name": "Internal hygiene level",
   "value": "Index 0 to 1 (varies: Staff, cleaning spend)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "E11",
   "cat": "E Operations & capacity",
   "name": "Single tablet vs per-app tablets",
   "value": "— (varies: Tech adoption)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "E12",
   "cat": "E Operations & capacity",
   "name": "Pest control, deep cleaning, exhaust cleaning",
   "value": "Est. ₹2k to 5k/month (varies: Kitchen size)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "F01",
   "cat": "F Labour",
   "name": "Main cook/chef monthly",
   "value": "₹20k to 30k (T1); est. ₹14k to 20k (T2/T3) (varies: Tier, cuisine specialist (biryani/tandoor premium))",
   "role": "PD",
   "source": "Indeed Freshmenu; T2/T3 Est.",
   "estimate": true
  },
  {
   "id": "F02",
   "cat": "F Labour",
   "name": "Assistant cook",
   "value": "₹14k to 19k (T1) (varies: Tier)",
   "role": "PD",
   "source": "Indeed",
   "estimate": false
  },
  {
   "id": "F03",
   "cat": "F Labour",
   "name": "Dishwasher/packer",
   "value": "Est. ₹10k to 14k (varies: Tier, state minimum wage)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "F04",
   "cat": "F Labour",
   "name": "Number of kitchen staff",
   "value": "2 to 3 (small) (varies: Orders/day)",
   "role": "PD",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "F05",
   "cat": "F Labour",
   "name": "Meals/accommodation provided to migrant staff",
   "value": "Est. ₹2k to 5k per head/month (varies: Common in metros)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "F06",
   "cat": "F Labour",
   "name": "Monthly staff quit probability",
   "value": "Est. 5 to 10%/month (varies: Festivals (Diwali/Holi/Chhath home trips), better offers)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "F07",
   "cat": "F Labour",
   "name": "Staff leaving for hometown festivals",
   "value": "Est. 1 to 3 weeks around Diwali/Chhath/Holi (varies: North/East migrant staff)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "F08",
   "cat": "F Labour",
   "name": "Cook skill index",
   "value": "0 to 1 (varies: Wage paid, tenure)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "F09",
   "cat": "F Labour",
   "name": "Extra pay for late-night shift",
   "value": "Est. +10 to 20% (varies: Hours decision)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "F10",
   "cat": "F Labour",
   "name": "Owner working in kitchen (unpaid)",
   "value": "Common in small kitchens",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "F11",
   "cat": "F Labour",
   "name": "PF/ESI if ≥10/20 employees; Shops & Establishment registration",
   "value": "Usually not triggered for 2 to 3 staff (varies: Headcount)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "G01",
   "cat": "G Demand drivers",
   "name": "Underlying demand at neutral price/rating",
   "value": "30 to 80 orders/day for an established small kitchen (varies: Tier, cuisine, rating, ads)",
   "role": "HV",
   "source": "Petpooja (break-even 40 to 60; warning <30)",
   "estimate": false
  },
  {
   "id": "G02",
   "cat": "G Demand drivers",
   "name": "Share by slot",
   "value": "Est. breakfast 3 to 5%, lunch 25 to 30%, snacks 10 to 15%, dinner 40 to 50%, late night 5 to 15% (varies: Office: lunch higher; student/IT: late night higher)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "G03",
   "cat": "G Demand drivers",
   "name": "Weekday multipliers",
   "value": "Est. Fri to Sun +15 to 30% dinner; office areas weekend −20 to 40% at lunch (varies: Location type)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "G04",
   "cat": "G Demand drivers",
   "name": "Heavy-rain demand lift",
   "value": "+15 to 30% orders (varies: Monsoon Jun to Sep (Mumbai/Kerala/Goa/Bengaluru heavy); NE monsoon Oct to Dec in Chennai)",
   "role": "RE",
   "source": "Restaurant India",
   "estimate": false
  },
  {
   "id": "G05",
   "cat": "G Demand drivers",
   "name": "Waterlogging/flood",
   "value": "Orders −30 to −100% for 1 to 3 days (varies: Mumbai, Delhi, Chennai, Bengaluru flooding)",
   "role": "RE",
   "source": "KNN India (up to −50% reported)",
   "estimate": false
  },
  {
   "id": "G06",
   "cat": "G Demand drivers",
   "name": "Extreme heat (>42°C)",
   "value": "Est. +5 to 10% delivery demand (people stay in); rider shortage midday (varies: North India Apr to Jun)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "G07",
   "cat": "G Demand drivers",
   "name": "Cricket match evenings",
   "value": "+7% (2023 industry) to +30% (2019 Swiggy match hours) (varies: Mar to May; home-team cities stronger; India international matches similar (Est.))",
   "role": "RE",
   "source": "YourStory; DT Next",
   "estimate": false
  },
  {
   "id": "G08",
   "cat": "G Demand drivers",
   "name": "IPL final / India–Pakistan / World Cup final",
   "value": "Est. +30 to 60% dinner (varies: One-offs)",
   "role": "RE",
   "source": "Swiggy 12 Mn biryanis anecdote; uplift Est.",
   "estimate": true
  },
  {
   "id": "G09",
   "cat": "G Demand drivers",
   "name": "Dec 31",
   "value": "2.5 to 3× average GMV at dinner/late night (varies: Nationwide)",
   "role": "RE",
   "source": "Redseer via Siasat",
   "estimate": false
  },
  {
   "id": "G10",
   "cat": "G Demand drivers",
   "name": "Diwali, Eid, Christmas, Durga Puja, Onam, Pongal, Navratri",
   "value": "Eid/Christmas: non-veg up (Est.); Navratri/Shravan: non-veg down 20 to 40% in North/West (Est.); Diwali night down (home cooking), post-Diwali week up (Est.) (varies: Region-specific)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "G11",
   "cat": "G Demand drivers",
   "name": "Payday effect",
   "value": "Est. +5 to 10% first week of month; −5% last week (varies: Office/IT areas)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "G12",
   "cat": "G Demand drivers",
   "name": "Student areas emptying in vacations",
   "value": "Est. −20 to −40% in May to Jun / Dec (varies: Student catchments)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "G13",
   "cat": "G Demand drivers",
   "name": "Late-night segment trend",
   "value": "+82.4% over 2 years (Swiggy) (varies: Mumbai > Hyderabad > Bengaluru)",
   "role": "HV",
   "source": "Swiggy corporate",
   "estimate": false
  },
  {
   "id": "G14",
   "cat": "G Demand drivers",
   "name": "Global sporting events at odd hours",
   "value": "+12 to 15% late night (varies: Kerala, Goa, Bengal for football (Est.))",
   "role": "RE",
   "source": "NewsBytes",
   "estimate": false
  },
  {
   "id": "G15",
   "cat": "G Demand drivers",
   "name": "Rain on a weekend night",
   "value": "Multiplicative",
   "role": "RE",
   "source": "Derived",
   "estimate": false
  },
  {
   "id": "G16",
   "cat": "G Demand drivers",
   "name": "Platform food delivery growth",
   "value": "Zomato NOV +20% YoY, Swiggy GOV +17% YoY (Q1 FY27)",
   "role": "HV",
   "source": "Inc42; YourStory",
   "estimate": false
  },
  {
   "id": "H01",
   "cat": "H Customer behaviour",
   "name": "Share of orders from repeat customers within 30 days",
   "value": "Est. 25 to 45% (varies: Rating, consistency, price)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H02",
   "cat": "H Customer behaviour",
   "name": "Platform orders prepaid (UPI/cards/wallets) vs COD",
   "value": "Est. >90% prepaid on apps; COD on some (varies: T3 more COD (Est.))",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H03",
   "cat": "H Customer behaviour",
   "name": "Days until money reaches the bank",
   "value": "7 (weekly) (varies: Platform)",
   "role": "HV",
   "source": "DineOpen",
   "estimate": false
  },
  {
   "id": "H04",
   "cat": "H Customer behaviour",
   "name": "Customer credit",
   "value": "~0 for aggregator orders; small for local direct/office tie-ups",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H05",
   "cat": "H Customer behaviour",
   "name": "Share of orders from Gold/One members",
   "value": "Est. 30 to 50% (varies: Metros higher)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H06",
   "cat": "H Customer behaviour",
   "name": "Order uplift from a visible discount",
   "value": "Est. +20 to 50% conversion at 20 to 40% off (varies: T2/T3 and students higher)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H07",
   "cat": "H Customer behaviour",
   "name": "Order change per 0.1 rating step",
   "value": "Est. ±5 to 10% around 3.8 to 4.3",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H08",
   "cat": "H Customer behaviour",
   "name": "Conversion drop as ETA rises",
   "value": "Est. −3 to −5% per extra 5 min beyond 30 min (varies: Peak, rain)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H09",
   "cat": "H Customer behaviour",
   "name": "Orders with complaints/refund requests",
   "value": "Est. 1 to 4% (varies: Error rate, packaging, delays)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H10",
   "cat": "H Customer behaviour",
   "name": "Share of refund borne by restaurant",
   "value": "Est. 50 to 100% when the fault is the restaurant's (wrong/missing items) (varies: Platform adjudication)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H11",
   "cat": "H Customer behaviour",
   "name": "Orders via own website/WhatsApp",
   "value": "0 to 35% (target 25%+ by month 5) (varies: Brand strength, own delivery)",
   "role": "PD",
   "source": "Petpooja; delivery cost Est.",
   "estimate": true
  },
  {
   "id": "H12",
   "cat": "H Customer behaviour",
   "name": "Office party/catering orders",
   "value": "Est. occasional, ₹3k to 20k each (varies: Office catchment)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "H13",
   "cat": "H Customer behaviour",
   "name": "Share of orders that leave a rating",
   "value": "Est. 5 to 15% (varies: Prompting, inserts)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "I01",
   "cat": "I Competition & market",
   "name": "Zomato vs Swiggy order split",
   "value": "Est. 55:45 to 60:40 (NOV ₹10.8k Cr vs GOV ₹9.5k Cr/quarter) (varies: City (Swiggy stronger in South, Est.))",
   "role": "HV",
   "source": "Derived from Inc42/YourStory Q1 FY27",
   "estimate": true
  },
  {
   "id": "I02",
   "cat": "I Competition & market",
   "name": "Be on one or both apps",
   "value": "Both is the norm",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "I03",
   "cat": "I Competition & market",
   "name": "Zero-commission channel",
   "value": "Bengaluru, Hyderabad (2026) (varies: City)",
   "role": "PD",
   "source": "Business Today; Restaurant India",
   "estimate": false
  },
  {
   "id": "I04",
   "cat": "I Competition & market",
   "name": "ONDC listing",
   "value": "10 to 11% commission; low volume (varies: Declining subsidies)",
   "role": "PD",
   "source": "Outlook Business",
   "estimate": false
  },
  {
   "id": "I05",
   "cat": "I Competition & market",
   "name": "A big brand or chain kitchen opens nearby",
   "value": "Est. 1 to 2 per quarter in T1 (varies: Tier 1 > T2)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "I06",
   "cat": "I Competition & market",
   "name": "10-minute café apps (Blinkit Bistro, Zepto Café, Swiggy Snacc)",
   "value": "Growing in metros (varies: T1 only)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "I07",
   "cat": "I Competition & market",
   "name": "Platform-funded user discounts",
   "value": "Episodic (varies: Competition between apps, new entrants)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "I08",
   "cat": "I Competition & market",
   "name": "Local rival discounts",
   "value": "Frequent",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "I09",
   "cat": "I Competition & market",
   "name": "Kitchens per 1,000 households",
   "value": "Rising in T1",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "I10",
   "cat": "I Competition & market",
   "name": "Home kitchens on apps / WhatsApp / Instagram",
   "value": "Common in T2/T3",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "J01",
   "cat": "J Regulation & compliance",
   "name": "Registration/licence fee",
   "value": "₹100/yr (basic) or ₹2,000 to 5,000/yr (state) (varies: Turnover band; 2026 band revision)",
   "role": "HV",
   "source": "Petpooja/Tally",
   "estimate": false
  },
  {
   "id": "J02",
   "cat": "J Regulation & compliance",
   "name": "Municipal trade/health licence",
   "value": "about ₹1,000+ (varies by corporation) (varies: City)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "J03",
   "cat": "J Regulation & compliance",
   "name": "Fire safety NOC/extinguishers",
   "value": "about ₹1,000 fee + equipment (Est. ₹5k to 15k) (varies: State; LPG bank size)",
   "role": "HV",
   "source": "Petpooja; equipment Est.",
   "estimate": true
  },
  {
   "id": "J04",
   "cat": "J Regulation & compliance",
   "name": "State S&E registration",
   "value": "Est. ₹1k to 5k (varies: State)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "J05",
   "cat": "J Regulation & compliance",
   "name": "5% GST on food via apps",
   "value": "Paid by platform (Sec 9(5))",
   "role": "HV",
   "source": "ClearTax",
   "estimate": false
  },
  {
   "id": "J06",
   "cat": "J Regulation & compliance",
   "name": "5% GST on own-channel sales if registered",
   "value": "5% (no ITC) (varies: Above ₹20 L threshold (₹10 L in special-category states))",
   "role": "HV",
   "source": "ClearTax; Petpooja (threshold)",
   "estimate": false
  },
  {
   "id": "J07",
   "cat": "J Regulation & compliance",
   "name": "18% on platform commission and ads",
   "value": "+3 to 4.5 points effective",
   "role": "HV",
   "source": "DineOpen",
   "estimate": false
  },
  {
   "id": "J08",
   "cat": "J Regulation & compliance",
   "name": "Platform TDS (194-O, 0.1% from Oct 2024) / TCS",
   "value": "Small deductions in payout",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "J09",
   "cat": "J Regulation & compliance",
   "name": "FSSAI/municipal inspection",
   "value": "Est. 1 to 2 per year; probability higher after complaints (varies: City drives)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "J10",
   "cat": "J Regulation & compliance",
   "name": "Platform hygiene rating/audit programs",
   "value": "Periodic",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "J11",
   "cat": "J Regulation & compliance",
   "name": "Single-use plastic packaging drives",
   "value": "Episodic (varies: State (Maharashtra, Tamil Nadu, etc.))",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "J12",
   "cat": "J Regulation & compliance",
   "name": "Pollution board consent for exhaust/chimney",
   "value": "Est. needed in some cities (varies: City)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "J13",
   "cat": "J Regulation & compliance",
   "name": "Annual renewals (trade, fire)",
   "value": "Annual",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "K01",
   "cat": "K Marketing & reputation",
   "name": "Daily sponsored-listing spend",
   "value": "₹300 to 1,000/day (varies: Competition, new vs established)",
   "role": "PD",
   "source": "Petpooja; Third Eyesight",
   "estimate": false
  },
  {
   "id": "K02",
   "cat": "K Marketing & reputation",
   "name": "Cost per click",
   "value": "₹5 to 15 (varies: Peak hours, category, city)",
   "role": "HV",
   "source": "Inc42; Restaurant India",
   "estimate": false
  },
  {
   "id": "K03",
   "cat": "K Marketing & reputation",
   "name": "Conversion of ad clicks",
   "value": "Est. 3 to 10% (highly variable; anecdotal zero) (varies: Rating, price, photos)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "K04",
   "cat": "K Marketing & reputation",
   "name": "Restaurant-funded % off",
   "value": "10 to 40%, e.g. 20% off above ₹300 (varies: Competition)",
   "role": "PD",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "K05",
   "cat": "K Marketing & reputation",
   "name": "Opting into platform sale events (co-funded)",
   "value": "Co-fund 25 to 75% (varies: Festivals, platform pushes)",
   "role": "PD",
   "source": "DineOpen",
   "estimate": false
  },
  {
   "id": "K06",
   "cat": "K Marketing & reputation",
   "name": "Aggregator star rating",
   "value": "Target ≥4.0; range 3.5 to 4.6 typical (varies: Food quality, delivery time, packaging, errors)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "K07",
   "cat": "K Marketing & reputation",
   "name": "Total ratings",
   "value": "New kitchens <50 (penalised); target 50+ (varies: Age)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "K08",
   "cat": "K Marketing & reputation",
   "name": "Algorithmic boost for new outlets",
   "value": "Est. 2 to 6 weeks (varies: Platform)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "K09",
   "cat": "K Marketing & reputation",
   "name": "Menu photography/descriptions",
   "value": "One-time ₹5k to 20k (Est.)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "K10",
   "cat": "K Marketing & reputation",
   "name": "Instagram/WhatsApp/influencers",
   "value": "Est. ₹0 to 20k/month (varies: Brand)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "K11",
   "cat": "K Marketing & reputation",
   "name": "Viral complaint (insect in food, etc.)",
   "value": "Rare",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "K12",
   "cat": "K Marketing & reputation",
   "name": "Trademark protection",
   "value": "₹6,000",
   "role": "PD",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "K13",
   "cat": "K Marketing & reputation",
   "name": "Thank-you notes, QR for direct ordering",
   "value": "Low cost",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L01",
   "cat": "L Risks & shocks",
   "name": "Platform changes rates/fees",
   "value": "Est. 1 policy change per year (e.g., long-distance fee, One fee)",
   "role": "RE",
   "source": "Restaurant India 2025; Swiggy One fee 2025",
   "estimate": true
  },
  {
   "id": "L02",
   "cat": "L Risks & shocks",
   "name": "Temporarily taken offline for poor metrics/hygiene",
   "value": "Est. low probability, higher if rating <3.5",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L03",
   "cat": "L Risks & shocks",
   "name": "See D03",
   "value": "—",
   "role": "RE",
   "source": "The Week",
   "estimate": false
  },
  {
   "id": "L04",
   "cat": "L Risks & shocks",
   "name": "Customer illness complaint",
   "value": "Rare (varies: Summer, poor hygiene)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L05",
   "cat": "L Risks & shocks",
   "name": "Kitchen fire",
   "value": "Rare (varies: Poor fire safety)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L06",
   "cat": "L Risks & shocks",
   "name": "Cook quits suddenly",
   "value": "See F06 (varies: Festivals)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L07",
   "cat": "L Risks & shocks",
   "name": "Gig-worker strikes/platform outages",
   "value": "Est. 1 to 2 per year, local (varies: Metros)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L08",
   "cat": "L Risks & shocks",
   "name": "Platform tech outage",
   "value": "Rare, hours",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L09",
   "cat": "L Risks & shocks",
   "name": "Customers falsely claiming missing items",
   "value": "Est. 0.5 to 2% of orders (varies: Metros)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L10",
   "cat": "L Risks & shocks",
   "name": "Lease non-renewal / rent hike",
   "value": "Est. 5 to 10% annual escalation",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L11",
   "cat": "L Risks & shocks",
   "name": "Sealing for zoning violations (residential area kitchens)",
   "value": "Rare; city drives (varies: Delhi, Bengaluru drives (Est.))",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L12",
   "cat": "L Risks & shocks",
   "name": "Bandh, curfew, elections, riots",
   "value": "Occasional (varies: Region)",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L13",
   "cat": "L Risks & shocks",
   "name": "COVID-type restriction",
   "value": "Very rare",
   "role": "RE",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "L14",
   "cat": "L Risks & shocks",
   "name": "Base hazard of closure",
   "value": "25 to 30% within year 1 (metro) (varies: Volume <30/day)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "M01",
   "cat": "M Financing",
   "name": "Own savings",
   "value": "Est. 50 to 100% of setup",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "M02",
   "cat": "M Financing",
   "name": "PMMY Mudra loan (Shishu ≤₹50k, Kishor ≤₹5 L, Tarun ≤₹10 L / Tarun Plus ≤₹20 L)",
   "value": "Est. 9 to 14% interest (varies: Bank, credit history)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "M03",
   "cat": "M Financing",
   "name": "Lease or second-hand equipment",
   "value": "Est. 30 to 50% cheaper used (varies: Metros have used-equipment markets)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "M04",
   "cat": "M Financing",
   "name": "Aggregator-linked loans repaid from payouts",
   "value": "Est. 18 to 30% effective rate (varies: Order history)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "M05",
   "cat": "M Financing",
   "name": "Days of cash tied up",
   "value": "Est. 7 to 10 days (payout lag + inventory − supplier credit) (varies: Supplier credit)",
   "role": "HV",
   "source": "Derived from H03/D07",
   "estimate": true
  },
  {
   "id": "M06",
   "cat": "M Financing",
   "name": "Family / moneylender",
   "value": "Est. 24 to 36%+ for moneylenders (varies: T2/T3)",
   "role": "PD",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "M07",
   "cat": "M Financing",
   "name": "Fee on direct online orders",
   "value": "Est. 1.8 to 2% (UPI often 0% MDR for small merchants) (varies: Payment mode)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "N01",
   "cat": "N Unit economics benchmarks",
   "name": "Realised orders",
   "value": "30 to 80 (small); 150+ (multi-brand) (varies: Tier, rating, ads)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "N02",
   "cat": "N Unit economics benchmarks",
   "name": "Menu-price sales",
   "value": "₹3 to 12 L (varies: Tier)",
   "role": "HV",
   "source": "Petpooja; Founders Insiders",
   "estimate": false
  },
  {
   "id": "N03",
   "cat": "N Unit economics benchmarks",
   "name": "Bank receipt / GMV after platform deductions",
   "value": "Est. 60 to 72% (varies: Commission tier, ads, discounts)",
   "role": "HV",
   "source": "Derived from commission + GST + fees",
   "estimate": true
  },
  {
   "id": "N04",
   "cat": "N Unit economics benchmarks",
   "name": "Payout − food − packaging",
   "value": "Est. ₹70 to 140 at ₹300 to 350 AOV",
   "role": "HV",
   "source": "Derived (my calc: ₹350 AOV, 25% commission, 30% food, ₹20 packaging ≈ ₹137 before GST/ads)",
   "estimate": true
  },
  {
   "id": "N05",
   "cat": "N Unit economics benchmarks",
   "name": "Rent + wages + utilities + software + LPG base",
   "value": "Est. ₹1.2 to 2.0 L (T1 small); ₹0.6 to 1.0 L (T2) (varies: Tier)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "N06",
   "cat": "N Unit economics benchmarks",
   "name": "Fixed / contribution",
   "value": "40 to 65/day (T1) (varies: AOV, take rate)",
   "role": "HV",
   "source": "Petpooja; Founders Insiders",
   "estimate": false
  },
  {
   "id": "N07",
   "cat": "N Unit economics benchmarks",
   "name": "Net profit / GMV",
   "value": "8 to 12% typical; 15 to 25% best case; negative for many (varies: Scale, direct share)",
   "role": "HV",
   "source": "Restaurant India; Petpooja",
   "estimate": false
  },
  {
   "id": "N08",
   "cat": "N Unit economics benchmarks",
   "name": "Months to recover capex",
   "value": "Est. 12 to 24 (varies: Volume)",
   "role": "HV",
   "source": "Est.",
   "estimate": true
  },
  {
   "id": "N09",
   "cat": "N Unit economics benchmarks",
   "name": "Food 28 to 32 / commission 20 to 30 / staff+ops 12 to 16 / packaging 5 to 8 / rent+util 8 to 12 / ads+discounts 10 to 20 (% of revenue)",
   "value": "—",
   "role": "HV",
   "source": "Restaurant India",
   "estimate": false
  },
  {
   "id": "N10",
   "cat": "N Unit economics benchmarks",
   "name": "Profit per order direct vs app",
   "value": "₹210 vs ₹100 on a ₹500 order (varies: Own delivery cost)",
   "role": "HV",
   "source": "Petpooja",
   "estimate": false
  },
  {
   "id": "N11",
   "cat": "N Unit economics benchmarks",
   "name": "Platform's own margin on food delivery",
   "value": "Zomato 5.6% of NOV (Q1 FY27)",
   "role": "HV",
   "source": "Inc42",
   "estimate": false
  }
 ],
 "note": "Researched estimates as of late 2026 from public sources; rows with estimate=true have no direct source. For learning, not financial advice."
}