Honest Farms · PRD and Technical Documentation

1. Overview and goals

A phygital activation system that turns every sample and every pack into a tracked purchase and a known consumer, with the reward that fits each case.

Two workflows share one back end. Offline sampling gives a coupon, redeemed on the next paid purchase. A bought pack gives cashback to UPI, validated by the pack code and the bill. Both build one consumer base, drive automated communication on WhatsApp and email, and report to one dashboard.

Goals:

Acquire first-party consumers from offline and online activity.
Attribute sales across Amazon, Zepto, Blinkit and retail, without each platform's data.
Reward with cashback or coupons, with fraud kept low.
Retain and repeat through WhatsApp and email journeys.
Measure acquisition cost, redemption and repeat rate in one place.

2. Scope

In scope

QR and code capture, registration, verification.
Two code types: sample (coupon) and pack (cashback).
Chatbot front end and sampling activation front end.
Bill upload and validation, coupon issuance, UPI cashback payout.
CRM with WhatsApp, email and SMS automation.
Dashboard for tracking and attribution.
Retargeting: owned channels and paid audiences.

Out of scope for phase one

Packaging redesign beyond adding a code.
Promoter app (planned separately, ~200 promoters).
Deep Salesforce automation rebuild (under review).

3. Functional requirements

Ref	Requirement	Notes
FR1	Scan a QR on a pack, sachet, standee or tent card and open the flow	Deep link carries source, city, campaign
FR2	Register: name, mobile, gender, optional email, auto city	Consent captured
FR3	Verify the number	Auto on WhatsApp, OTP fallback elsewhere
FR4	Read the code and branch by type	Sample → coupon, pack → cashback
FR5	Upload and validate the bill	OCR reads store, date, amount, invoice, product
FR6	Issue coupon or pay cashback	Cashback via payout API to UPI
FR7	Enforce limits	Per phone, per UPI, per code, per invoice
FR8	Store first-party record in the CRM	Segmentable by activation, city, campaign
FR9	Run behaviour journeys on WhatsApp, email, SMS	Triggered, not blast
FR10	Dashboard: leads, verified, redemption, city sales, acquisition cost, repeat, ROI	Filter by city and campaign
FR11	Export consented segments for ads	Meta and Google custom and lookalike

4. Architecture

Five layers, each replaceable, connected through one API and one database.

Layer	Does what	Built with
Front end	Landing page, chatbot, sampling screen	Static site on a CDN, plus a chat UI
API and logic	Capture, code check, coupon, payout trigger, limits	Serverless functions
Data	Consumers, codes, coupons, bills, redemptions, payouts	Managed SQL database
Services	Bill OCR, UPI payout, WhatsApp, email, SMS	Third-party APIs
CRM and dashboard	Segments, journeys, reporting	SaaS CRM plus a reporting view

Data flow: scan → capture and set a first-party id → read code type → validate (code, then bill via OCR) → issue coupon or call the payout API → write the event to the database → sync to the CRM → journeys fire → dashboard updates.

5. Data model

Core tables. The phone number and UPI ID are the identity keys.

Table	Key fields
consumer	id, first_party_id, name, mobile, gender, email, city, consent, upi_id, created_at
code	code, type (sample or pack), batch, sku, status, consumer_id, claimed_at
coupon	coupon_code, consumer_id, platform, offer, min_cart, status, expiry, redeemed_at
bill	id, consumer_id, invoice_no, store, platform, amount, sku, date, image_ref, check_status
payout	id, consumer_id, amount, upi_id, gateway_ref, status, paid_at
activation	id, name, type, city, campaign, kiosk, cost
event	id, consumer_id, type, channel, payload, ts

Fraud keys: invoice_no unique per reward, code one-time, cashback capped per mobile and upi_id.

6. Tech stack

Part	Recommended	Why
Hosting and APIs	Cloudflare Pages and Workers	Serverless, cheap, scales, generous free tier
Database	Cloudflare D1 or Postgres (Supabase / RDS)	Start on D1, move to Postgres at scale
Bill OCR	Veryfi, Nanonets or Tabscanner	Reads receipts to structured fields, flags duplicates
UPI payout	RazorpayX or Cashfree Payouts	Instant UPI, name check, one API
WhatsApp	BSP: AiSensy, Interakt or Gupshup	Official API, templates, automation
Email	Amazon SES or Mailchimp	SES cheapest at scale, Mailchimp for ease
SMS	MSG91	Fallback channel, DLT-ready

7. CRM and communication system

Communication is the priority, so the CRM is a ready tool, not a heavy build. Two ways to set it up.

Option A · Lean, fast to launch recommended to start

A WhatsApp BSP for chat and journeys, plus an email tool, plus our own dashboard reading the database. Lower cost, quick onboarding, full control of the data.

WhatsApp: AiSensy or Interakt, with template journeys and broadcast.
Email: Mailchimp for ease, or Amazon SES for lowest cost at volume.
SMS: MSG91 for the fallback.
Segments and reporting: our dashboard on the same database.

Option B · Unified engagement platform

One platform that does WhatsApp, email, SMS, journeys, segmentation and analytics together, such as WebEngage or MoEngage. Less custom work, more cost, better for large scale.

Salesforce: DeHaat already runs it for sales. Sales and cashback data sync to it. Marketing Cloud can run the sends too, but it is heavier and costlier, so it is not the first choice for launch.

Mass communication

WhatsApp: utility templates for coupons, reminders and status; marketing templates for launches and offers. Opt-in captured at sign-up.
Email: newsletters, launches, receipts, win-back.
SMS: only where WhatsApp fails, kept minimal on cost.
Journeys: issued-not-redeemed, nearing expiry, redeemed, repeat-purchase, launch, festive.

8. Cashback and payouts

Cashback pays to UPI through a payout API. The reward amount is a marketing budget, separate from the transaction fee.

Pre-fund a payout balance with the gateway.
On a validated pack purchase, call the payout API with the amount and UPI ID.
The UPI ID is name-verified before money moves.
Money lands in seconds, and the payout is recorded against the consumer and source.
Sample coupons never trigger a payout, only a coupon issuance.

9. Fraud and security

Codes long, random, one-time, deactivated on claim, rate-limited.
Sample codes are coupon-type only and can never pay cash.
Bills checked for duplicate invoice numbers and edited images.
Code and bill product and amount must match.
Cashback capped per phone and per UPI, with velocity limits.
One entry per device, payout only to a name-matched UPI.
Booth codes activate only on a consumer scan, with time and place logged.

Compliance: WhatsApp opt-in before messaging, SMS on a DLT-registered sender, consumer data stored with consent and access control. Payouts move money out only, so no card data and no PCI scope.

10. Scale and reliability

Serverless front end and APIs handle spikes at activations.
Idempotent payout and redemption, so no double pay on retries.
Queues for OCR and payout so a slow service does not block the consumer.
Audit log on every reward for reconciliation.

11. Cost breakdown

Indicative India-market estimates, to confirm with vendors. Split into one-time, recurring fixed, and per-use. The cashback amount itself is a separate marketing budget.

A. One-time (build and setup)

Item	Lean (Option A)	Full (Option B)
Development: capture, chatbot, code engine, validation, payout, dashboard	₹6,00,000 to ₹10,00,000	₹15,00,000 to ₹30,00,000
WhatsApp Business API setup and templates (via BSP)	Included to ₹25,000	Included to ₹50,000
Payout and OCR integration and testing	In dev above	In dev above
DLT registration for SMS	₹5,000 to ₹6,000	₹5,000 to ₹6,000
Code generation and print integration (art, not packaging)	₹50,000 to ₹1,50,000	₹50,000 to ₹1,50,000
One-time total (excluding packaging print cost)	~₹7 to 12 lakh	~₹16 to 32 lakh

B. Recurring fixed (per month)

Item	Lean	Full
WhatsApp BSP platform fee	₹1,000 to ₹5,000	Included in platform
Email tool base	SES ~₹0, or Mailchimp ₹2,000 to ₹25,000	Included in platform
Engagement platform (WebEngage / MoEngage)	Not used	₹1,00,000 to ₹3,00,000+
Server and database	₹2,000 to ₹15,000	₹10,000 to ₹40,000
Maintenance and support	₹30,000 to ₹75,000	₹75,000 to ₹1,50,000
Recurring fixed total	~₹35k to ₹1.2 lakh / mo	~₹2 to 5 lakh / mo

C. Per-use (variable)

Item	Rate	Notes
WhatsApp utility message	~₹0.11 to ₹0.16	Meta per-message, via BSP
WhatsApp marketing message	~₹0.78 to ₹0.88	Costlier, use with care
Email	SES ~₹0.007 to ₹0.01 each	~₹8.5 per 1,000 on SES
SMS	~₹0.15 to ₹0.25	Fallback only
Bill OCR	~₹1 to ₹5 per bill	Only on cashback claims
UPI payout fee	~₹2 to ₹5 per payout	Negotiable at volume

D. Worked monthly example

Assume 50,000 new consumers a month, 2,00,000 active in the base, 40% of pack buyers claim cashback (~20,000 payouts and bills), 5 messages per active consumer (4 utility, 1 marketing) and 8 emails.

Line	Working	Approx / month
WhatsApp utility	2,00,000 × 4 × ₹0.13	₹1,04,000
WhatsApp marketing	2,00,000 × 1 × ₹0.80	₹1,60,000
Email	2,00,000 × 8 on SES	~₹14,000
Bill OCR	20,000 × ₹3	₹60,000
UPI payout fees	20,000 × ₹3	₹60,000
Platform and server (Lean)	fixed	~₹50,000
Running cost, excluding the cashback amount		~₹4.5 lakh / mo

The cashback amount is separate. At 20,000 payouts of, say, ₹100, that is ₹20 lakh a month of reward budget, funded as a marketing spend, not a tech cost. Message mix drives most of the running cost, so tuning marketing versus utility sends is the main lever.

12. Rollout and team

Phases

Phase 1, weeks 1 to 4: one city, sticker codes, chatbot, cashback, dashboard, on the lean stack.
Phase 2, weeks 5 to 10: WhatsApp and email journeys, sampling activation, coupon tracking.
Phase 3, quarter 2: serialized print codes, more cities, retargeting, and a decision on the full platform.

Team

One or two full-stack developers.
A part-time CRM and lifecycle marketer.
A designer for the front ends and templates.
Ground team for activations, with the promoter app planned next.

All figures are indicative estimates for planning, based on public India-market rates, and should be confirmed with the chosen vendors. WhatsApp per-message rates are set by Meta and change over time.