Gofig deals in surplus, short-dated packaged Food, Beverages, and Personal Care products. These products available with the brands are offered to the consumers. Services for the brand fall into two categories:
Promotion & Sale
Online product listing: Brands can list their surplus and short-dated products on Gofig’s online platform. This increases visibility to a wide range of consumers looking for discounted, high-quality items.
Offline product placement: Brands can list their surplus and short-dated products on Gofig’s online platform. This increases visibility to a wide range of consumers looking for discounted, high-quality items
Order booking & fulfillment: Gofig manages the entire process of order booking, from receiving customer orders to ensuring timely delivery.
Brand & product promotion: Gofig promotes brands and their products through various marketing channels including social media, email campaigns, and targeted advertising.
Product Sampling: Gofig organizes sampling events where consumers can try products before buying. This is especially effective for new or lesser-known products.
ESG Services
ESG impact calculation & certificate: Gofig calculates the Environmental, Social, and Governance (ESG) impact of the brand’s surplus product management. This includes metrics like waste reduction and CO2 emission savings.
Donation to charities: Surplus products that are still safe and usable but cannot be sold are donated to charities and non-profit organizations.
Startup Description
Founded in Pune in 2023, Gofig (www.gofig.in) is India's first organized platform solution to reduce the wastage of close-to-expiry FMCG products. Most close-to-expiry/expired items end up in landfills or are incinerated, and this is what Gofig solves for. Gofig works with FMCG brands to help them manage these goods in an environmentally responsible manner and generate maximum value. Gofig also educates consumers and incentivizes them to shop for close-to-expiry items via attractive pricing and transparent information on the remaining shelf life. By preventing disposal and driving consumption, Gofig eliminates the wastage of resources and environmental impact, while maximizing value.
At Gofig, we are on a mission to drive sustainability in packaged foods, beauty & wellness industries by promoting the consumption of surplus, short-dated items - products that are close to their expiry dates, but still perfectly safe to consume and intact in quality! We love to play cupid by matching surplus, short-dated items at attractive prices with clever consumers - thus creating the perfect win-win for consumers, brands, and planet Earth. Our rapidly growing community of Gofigers takes immense pride in being at the forefront of adopting and promoting a highly welcoming perception toward short-dated foods and helping reduce wastage.
Product Screenshots
Business Model
Gofig operates on a business model that involves aggregating surplus and short-dated inventory from FMCG brands, cosmetics, and nutraceuticals manufacturers. These items are then listed and promoted on the Gofig platform and offline locations at discounted prices, ranging from 20% to 80% off. The platform serves as a bridge between brand partners looking to manage their surplus inventory responsibly and consumers seeking discounted, high-quality products. Revenue is generated through various streams, including product sales, sale commissions, handling fees. Additionally, Gofig fosters corporate partnerships for its self-service kiosks, gift hampers, event/pantry supplies to expand its reach and impact.
Customers
based in
India
Business
Modal Type
Marketplace
Type of
Sales
B2C, B2B
Competitors
While there is no direct competition to Gofig, there is an indirect competition that can be categorized into the following:
Retail Discounters:
* Physical stores selling products at discount (e.g. Aap Ka Bazaar)
* Pros: None
* Cons: Not trustworthy and are not transparent regarding the remaining shelf life, liquidation is risky for the brand and may hamper brand image, value recovery is poor
Marketing Agencies:
* Trade advertising solutions against goods (e.g. Network4Barter)
* Pros: Offers customer reach
* Cons: Lack of trust and transparency on liquidation/use of products, value recovery for the brand is poor
Deal Platforms:
* Online platforms running deals for brand promotion (e.g. Cred)
* Pros: Can provide ease of liquidation and customer reach to the brand
* Cons: Not transparent regarding the remaining shelf life, liquidation is expensive, can hamper the brand reputation
Gofig offers an ideal solution for brands helpless and struggling with these poor alternatives. We provide an organized, trusted, and transparent solution focused on ESG impact. Liquidation of the products is hassle-free while generating maximum value, increasing customer reach and enhancing brand ESG reputation.
Teams
Disha Shah
Founder & CEO
Gaurav Shah
Co-founder & Director
Tell us a bit about how founding team knows
each other.
Disha and Gaurav are family friends and married to each other for the last 15 years.
Why did you decide to start this
company?
USD 6.6 bn worth of FMCG products go into landfills or incineration every year. This leads to massive economic loss, resource wastage, and environmental impact. Gofig is a way for us to address this.
Are all the founders full-time on this
project?
Yes
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