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How The Astrology Startup Hit 4X Profit Growth

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Astrotalk, which first achieved profitability in FY20, believes that it is poised to become the ‘Uber’ for astrology and is eyeing international expansion

In FY23, Astrotalk reported revenue of INR 282 Cr with a profit of INR 27 Cr, nearly 4X higher than the previous year

Given the company’s target of reaching INR 2,000 Cr in revenue before an IPO in 2025-26, curbing marketing spends will be a significant challenge

No one can see the future, yet millions of Indians turn to fortune tellers, astrologers and seers to get a glimpse of their days to come. It’s no wonder then that astrology marketplace Astrotalk has emerged as an outlier in the sea of loss-making growth stage startups.

Of course, it would be folly to think of this as a business based around espousing superstitions. In many cases, this is akin to counselling or one-on-one guidance rather than completely relying on the stars, according to founder and CEO Puneet Gupta.

In the past, Gupta has been known to have said that he did not believe in astrology, till one such consultation in 2014 during a tough time in his career proved fortuitous.

It was this happenstance that led to Astrotalk, which first achieved profitability in FY20 and has scaled up exponentially in the past couple of years. Today the company believes that it is poised to be the ‘Uber’ for astrology.

Astrotalk’s Fortune Grows

As per Astrotalk’s audited FY23 financials, accessed by Inc42, the company has reported revenue of INR 282 Cr with a profit of INR 27 Cr in the last fiscal year. That’s 2X-plus growth on the revenue front, as well as a remarkable near 4X surge in profits. And even though the company’s net profit fell in FY22 in comparison to FY21, the FY23 profit is higher than FY21.

In many ways, FY21 was an anomaly, which explains the drop in profit in FY22. It was of course during the pandemic (2020-21) that the demand shot up for online consultations in astrology and related services.

During the first month of lockdown, AstroTalk saw a drop of about 10% in revenue but since then, it saw MoM growth rate of 10% throughout FY21. Daily revenue grew from INR 14 Lakh to INR 19 Lakh within six months. The startup latched onto this momentum by signing up astrologers in droves and connecting them to customers. It gave the company enough cash flow to continue adding more service providers.

And the way this segment is growing, Astrotalk expects to touch INR 600 Cr in revenue by the end of FY24, with a 16% EBITDA margin or INR 100 Cr projected.

Such EBITDA efficiency is not unprecedented but rare. Astrotalk cofounder and chief business officer Anmol Jain believes this is simply because the startup figured out that the quality of the service providers is paramount.

This is especially relevant in a sensitive field such as astrology, where often it’s a one-on-one service and not a company providing services to an end customer.

Seller-First Marketplace Approach

“We chose to go with a curated marketplace where the ‘inventory’ side of the marketplace grows slowly and steadily. There’s a vetting process before astrologers are on-boarded and we typically have a 70% selection rate for astrologers, with four to five rounds of interviews,” cofounder Jain told Inc42.

The model is dependent on verified professionals, since 90% of Astrotalk’s revenue comes from one-on-one consultations, where users pay per minute to talk to astrologers. About 5% of the revenue comes from live streaming fees where astrologers answer questions from multiple users and the rest comes from the ecommerce vertical including the ad revenue and sale of products for rituals and poojas.

Another distinct advantage for Astrotalk with its curated marketplace approach was that sellers or astrologers in this case do not pay to be a part of the marketplace. Instead, Astrotalk charges a commission for each transaction between customers and astrologers. Customers deposit funds, a portion of which is used for their one-on-one or group calls.

The company did not disclose details of how much commission it charges. Per-minute pricing for calls ranges from INR 10 to INR 200 per minute.

The evaluation criteria also involve setting the initial price of each astrologer. The pricing is then regulated based on quality parameters, review as well as demand for particular astrologers.

While some astrologers can pay to advertise and promote themselves to boost discovery, others choose to use YouTube and other affiliate links to bring customers on to Astrotalk.

“We took a conscious call to not charge the astrologers even from a point of view of training because it creates a lot of mistrust when we want to grow our brand and also asking for money to be part of the model. It’s like getting a job somewhere but you have to pay for it,” Jain added.

This allowed the startup to retain most of its astrologers and service providers even though competition has emerged in the space, as we will see.

Astrotalk’s Unit Economics 

So far the startup has raised around $800K from CRED founder Kunal Shah’s QED Innovation Labs, but it is in talks with investors to raise between $30 Mn – $40 Mn in what is being reported as a pre-IPO round.

While Astrotalk cofounder Jain did not specify the size of the upcoming round, he did confirm that the startup is in talks to raise significant funding, which along with its cash flow will hold it in good stead for the expansion on the cards.

The biggest expense for the company is in the form of the astrologer payouts, followed by marketing, largely performance marketing with some degree of social media promotions thrown in.

Currently, Astrotalk sees about 2.2 Lakh to 2.3 Lakh customers coming through paid campaigns every month, which is a mix of Indian and international customers. The total base of monthly transacting users is currently around the 5 Lakh mark.

The blended customer acquisition cost for each customer is in the $6-$9 range. From a contribution margin perspective, this cost is recovered in six to eight months.

In this case, repeat usage becomes vital to unlock profitable growth, and Jain claims that the platform sees 80% of its revenue from repeat customers. “We see people who have been transacting with us for the last three, four years,” he added.

Building The ‘Uber’ For Astrology 

While the CAC may seem to be on the higher side, that’s because the startup spends a lot on performance marketing in international geographies, where ad rates are higher. But the international market has been a major growth driver for Astrotalk, Jain added.

“Right now, about a sixth of our marketing spend is on the international markets, 1/6th of the revenue also comes from these geographies, primarily from non-resident Indians in the US, the UK, Canada, Australia and other English-speaking countries.”

To cut down on the acquisition costs within India, Astrotalk has partnered with a major nationwide publication, which would act as a distribution channel for the startup.

Given the company’s target of reaching INR 2,000 Cr in revenue before an IPO in 2025-26, curbing marketing spends will be a significant challenge, particularly as it looks to expand internationally, acquire non-Indian users and increase the revenue share from international customers.

But as the startup has shown, this particular model works and the competition is moving in this direction as well. Those astrologers who have not partnered with platforms also use WhatsApp and Telegram for digital services.

Plus despite digital platforms, astrology consultation in the offline space is also booming. An EMR study pegs the Indian religious and spiritual market at a value of $ 58.56 Bn in 2023. This is further expected to grow at a CAGR of 10% between 2024-2032 to reach around $150 Bn in less than a decade.

Astrotalk competes with the likes of Astrosage, AstroYogi, AstroBuddy, Ganeshaspeaks, AppsForBharat, and other unorganised players as well as independent astrology service providers.

But the international market remains the holy grail, and Astrotalk plans to add so-called non-Indian horoscopes and astrology-related practices such as tarot, psychic reading or shamanic counselling. Internationally, the startup competes with keen.com, as well Kasamba, both of which offer psychic readings.

Cofounder and CBO Jain believes that Astrotalk is poised to be the ‘Uber’ for astrology, as the core product has use cases and parallels worldwide, and the problem of trustworthiness is universal.

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Byju’s partially pays March salaries, pending February payouts.

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Byju’s, a prominent player in the edtech industry, has encountered financial challenges resulting in delayed salary payments for its employees. As of April 20, the company has only disbursed a portion of March salaries, attributing the delay to a severe cash crunch. Despite earlier assurances from the company’s management that salaries for March would be paid by April 18, many mid-senior employees have reported receiving only 50% of their March salaries. Additionally, February salaries remain unpaid for a significant number of employees, further exacerbating the situation.

Founder and CEO, Byju Raveendran, has resorted to raising personal debt against his stakes in the company to facilitate salary payments. This underscores the severity of the financial challenges facing Byju’s and highlights the lengths to which Raveendran is willing to go to address the issue.

Employee testimonies reveal the extent of the salary delays, with one employee stating that they received only 50% of their March salary on April 20, with 80% of their February salary still pending. Another concerning aspect is the reported disparity between junior and senior employees, with junior staff receiving full salary payments while top management has gone without salaries for the past two months.

Byju’s has acknowledged the delay in salary payments but has not provided a detailed explanation for the situation. A company spokesperson declined to comment on queries from ET regarding the matter. In an email sent to employees on April 8, the management team expressed regret over the delay and attributed it to the inability to secure approval to access funds from a rights issue. The delay has been further compounded by actions from foreign investors, hindering the company’s access to necessary funds.

This revelation follows a previous report by ET on April 1, which highlighted Byju’s decision to delay salary payments due to constraints imposed by warring investors, limiting the company’s access to funds through a rights issue. The ongoing dispute with investors, including Dutch investor Prosus, has added to Byju’s financial woes and has led to further delays in resolving the issue.

In a separate development, Byju’s India chief executive, Arjun Mohan, announced his departure from the company in mid-April, just six months after assuming the role. This unexpected move prompted founder Byju Raveendran to take on the responsibility of overseeing day-to-day operations of the company’s India business, housed under Think & Learn, marking a significant shift in leadership.

Amidst these challenges, Byju’s is embroiled in a legal battle with a group of investors led by Prosus, who are seeking to block a rights issue and the removal of Byju Raveendran as CEO. The company has also initiated arbitration proceedings to address the dispute and find a resolution.

The rights issue undertaken by Byju’s is significant, as it is being offered at a staggering 99% discount to the company’s peak valuation of $22 billion. This steep discount has implications for investors who choose not to participate in the funding, potentially resulting in a significant dilution of their shareholding post-completion of the rights issue.

The unfolding events at Byju’s underscore the challenges facing the edtech giant as it navigates financial constraints, leadership transitions, and legal disputes. The company’s ability to address these issues effectively will determine its future trajectory and its ability to maintain its position in the competitive edtech landscape.

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Revolut India receives provisional approval for PPI license from RBI

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Revolut India, a neobank backed by Tiger Global and Softbank, has secured an in-principle approval from the Reserve Bank of India (RBI) for issuing Prepaid Payment Instruments (PPI), encompassing prepaid cards and wallets. CEO Paroma Chatterjee shared this development in a LinkedIn post on Friday. This approval complements Revolut India’s existing licenses from the RBI, which allow it to function as a Category-II Authorised Money Exchange Dealer (AD II), enabling the issuance of multi-currency forex cards and cross-border remittance services.

Chatterjee emphasized the significance of this milestone, highlighting the opportunity it presents to provide Indian consumers with both international and domestic payment solutions on a unified platform. Revolut, Europe’s largest neobank, entered the Indian market in 2021 with aspirations to disrupt the domestic payments sector. The RBI’s approval is expected to bolster Revolut’s position as a key player in this domain.

Prepaid Payment Instruments (PPIs) are payment tools that utilize stored monetary value, including digital wallets, smart cards, or vouchers, for transactions. RBI Governor Shaktikanta Das proposed on April 5, 2024, to allow PPIs to be linked through third-party UPI applications, enabling PPI holders to conduct UPI payments akin to bank account holders.

Chatterjee underscored Revolut’s commitment to full compliance with regulatory requirements, particularly in India, where the neobank has undertaken significant efforts to localize its global tech-stack to adhere to local regulations.

In an interview with ET BFSI, Chatterjee disclosed Revolut’s plans to introduce a comprehensive suite of digital-first money management services for all Indian customers. These services will enable users to manage their finances, including payments and remittances, both domestically and internationally.

The app, currently in use by employees, will be officially launched once the internal testing phase is completed, according to Chatterjee. She also revealed that there are over 175,000 prospective customers on Revolut India’s waitlist, indicating strong interest in the product.

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Postman buys Orbit to extend developer community reach.

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Postman, renowned as an API management platform tailored for enterprises, has recently made headlines with its acquisition of Orbit, a pivotal tool in the arsenal of developer companies for nurturing communities across a spectrum of platforms, including Discord, Slack, and GitHub. Although the specifics of the financial transaction remain undisclosed, Postman took to its blog to underline Orbit’s indispensable role in supporting major developer companies in fostering community management and fostering growth over the course of the past four years.

Within the ecosystem of Postman, the integration of Orbit is poised to be transformative, with the Orbit team set to assume a pivotal role in seamlessly embedding community-centric features into the fabric of the Postman Public API Network. This strategic move is aimed at catalyzing dynamic collaboration between content creators and end-users within the network. Postman, boasting a staggering valuation of $5.6 billion, stands as a stalwart in the realm of API collaboration platforms, serving a user base exceeding 30 million developers and 500,000 organizations.

Under the stewardship of Noah Schwartz, a recent addition to the Postman team hailing from Amazon Web Services, the Orbit team is primed to spearhead initiatives aimed at empowering API distributors to broaden the horizons of their communities, optimize API utilization, and solicit direct feedback from users entrenched within the network.

This integration is anticipated to embolden developers to unearth APIs tailored to their unique requirements and foster meaningful engagements with peers to extract maximum value from each API. However, as part of the transitionary phase, Orbit has outlined plans to gradually phase out its existing product and platform over the span of the next 90 days. Commencing July 11, all functionalities will be deactivated, with no provision for the creation of new users or workspaces.

Postman’s strategic maneuver comes on the heels of its triumphant fundraising endeavor in 2021, securing a whopping $225 million in funding. The fundraising round, spearheaded by Insight Partners, witnessed active participation from prominent entities such as Coatue, Bond Capital (helmed by Mary Meeker), and Battery Ventures.

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