Market Size Estimation for

Fieldmobi Applications

October 2024

Adnan Ahmed Kunhi

Introduction 2
Frontline Applications 2
India Market Overview: How Big is the Market? 2
Sector-Wise Employment Data 3
Monetizing: Revenue Projections 4
Manufacturing Sector 4
Market Potential in Manufacturing 5
Rough Estimation of Machines/Equipment 5
Resource Management 5
Logistics and Transport: Market Potential 6
Potential Market Estimation 6
Why Frontline? 7
United States of America: Frontline 8
United Kingdom: Frontline 9
Supply Chain Analysis Application 10
Warehouse Management: Market Potential 10
Warehouse Management Revenue Potential Calculation 10
Container Operations: Market Potential 11
Vendor, Customer and Community Application 11
Customer Management 12
Key Customer-Facing Sectors in India 12
Revenue Calculation 12
Vendor Management 13
Key Customer-Facing Sectors in India 13
Revenue Calculation 13
Accounting and Administrative Applications 13
Importance of Workflow Automation in Finance according to Deloitte 14
Key Benefits of Workflow Automation 14
References 15

1
 Introduction

Frontline workers are the backbone of industries that power the economy, from
manufacturing floors and transport services to healthcare and education. These
workers play an essential role in the day-to-day operations that drive productivity
and overall economic output. In India, this segment is vast and critical, as
evidenced by its significant share of the workforce. Digitising and managing
frontline workers more effectively can lead to transformative operational
efficiency, cost savings, and increased accountability, all of which are essential to
sustaining business growth.

Frontline Applications

India Market Overview: How Big is the Market?

According to the Fifth Quarterly Employment Survey conducted by the Ministry of

Labour and Employment, Government of India, frontline workers represent a
substantial portion of the total workforce. The scope of this survey covers
employment in the non-farm economy across nine key sectors, which collectively
account for 85% of the total employment in establishments with 10 or more
workers as per the 6th economic census report (Ministry of Labour and
Employment Labour Bureau, 2023). These sectors include:

Sector Establishments Workers Percentage of Workers

Manufacturing 145,079 13,932,020 43.74%

Construction 2,896 483,956 1.52%

Trade 40,630 1,752,194 5.50%

Transport 10,417 1,204,457 3.77%

Education 166,448 5,264,872 16.53%

Health 24,650 3,489,337 10.95%

Accommodation & Restaurants 22,070 788,653 2.48%

IT/BPOs 2,085 3,607,877 11.49%

Financial Services 45,378 1,211,966 3.80%

Total 462,054 31,853,550 100%

2
The majority of workers in these sectors are either regular employees or
contractual employees, with significant percentages of self-employed and
casual workers also contributing to frontline operations.

The table below shows the sector-wise percentage distribution of estimated

workers according to their category of employment:

Sector-wise Percentage Distribution of Estimated Workers according to category of Employment

Employees
Self
Sl no Sectors Regular (not Contractua Fixed Term Casual
Employed
on contract) l Employees Employees

1 Manufacturing 0.91 66.86 26.68 1.59 3.96

2 Construction 0.33 75.2 13.37 1.04 10.07

3 Trade 2.4 81.99 10.47 1.28 3.87

4 Transport 0.38 74.74 20.45 2.24 2.2

5 Education 0.37 82.6 11.08 3.32 2.62

6 Health 0.25 71.97 20.91 4.18 2.69

Accommodation
7 & Restaurants 3.57 74.27 12.54 4.79 4.83

8 IT /BPOs 0.01 96.62 3.3 0.06 0.01

Financial
9 Services 6.18 85.59 6.82 0.47 0.93

Sector-Wise Employment Data

The table above reveals several key insights. In sectors like manufacturing,
construction, health, transport, and education, the proportion of regular (not on
contract) employees is high, but there is also a substantial percentage of
contractual, fixed-term, and casual employees. These categories generally
consist of frontline workers who perform essential tasks across different sectors,
including machine operation, maintenance, logistics, and service provision.

3
For example:

● In the manufacturing sector, 26.68% of employees are contractual, and

3.96% are casual, both of which represent frontline positions.
● In healthcare, while 71.97% are regular employees, a significant 20.91% of
the workforce is contractual and part of the frontline staff responsible for
patient care and facility management.

Monetizing: Revenue Projections

With over 31.4 million frontline workers across key sectors, even a 5% market
penetration would yield significant returns for Fieldmobi.

● 5% of the market = 1.57 million users

● Pricing = Rs. 20 per user/month

This would generate Rs. 31.4 million per month or Rs. 377 million annually.

This highlights the substantial revenue potential, making Fieldmobi a highly

scalable and lucrative solution in the frontline workforce management space.

Manufacturing Sector

India’s manufacturing sector contributes 17% to the nation’s GDP , making it the
sixth-largest manufacturing economy globally(ANI, 2024). According to a report
by Nuvama, India’s last accounted GDP was $3.42 trillion USD (World
Development Indicators | Data Catalog), positioning the manufacturing sector at
approximately $581.4 billion USD. Despite this, the sector represents just 3.1% of
global GDP, indicating significant growth potential.

A key factor is the unorganised nature of the sector:

● The organised sector accounts for two-thirds of India’s manufacturing

output.
● However, 80% of manufacturing employees—a massive proportion of
India’s workforce—are employed in the unorganised sector, where digital
tools and management systems are often lacking.

4
This lack of structure presents an enormous opportunity for digital solutions like
Fieldmobi to transform how frontline workers and assets (machinery) are
managed, which could unlock productivity gains across the entire sector.

Market Potential in Manufacturing

India's manufacturing sector employs 80% of its workforce in the unorganised

sector (India's Organized Manufacturing Sector : U.S, 2013), which implies that a
significant amount of machinery, equipment, and resources are operated
inefficiently. While specific data on the number of machines and equipment in
this sector may not be readily available, we can work with rough estimates based
on workforce numbers and industry norms.

Rough Estimation of Machines/Equipment

● India’s total manufacturing workforce: 13.93 million .

● 80% unorganised: 11.14 million workers.

Let’s assume that for every 5 workers, there's 1 machine or equipment in

operation (a conservative estimate for manufacturing operations). This gives us:

● Number of machines/equipment: 2.23 million.

If Fieldmobi offers solutions to even 5% of this market:

● 5% of 2.23 million machines/equipment = 111,500 units.

● Rs. 20 per unit per month = Rs. 2.23 million per month.
● Rs. 2.23 million × 12 months = Rs. 26.76 million per year.

Resource Management

For resource management, assume that 10% of the workforce (1.11 million) in
unorganised manufacturing could be directly managed through Fieldmobi’s
platform.

● 5% of 1.11 million workers = 55,700 resources.

● Rs. 50 per resource per month = Rs. 2.785 million per month.
● Rs. 2.785 million × 12 months = Rs. 33.42 million per year.

5
Logistics and Transport: Market Potential

The logistics sector contributes 13-14% of India’s GDP and provides livelihood to
over 22 million people (Transforming India's Logistics Sector: Challenges and
Opportunities). Since a significant portion of this sector is still unorganised.there is
immense scope for digital solutions to optimise vehicle usage, equipment
management, and resource allocation.

Potential Market Estimation

Assuming a conservative estimate where 10% of logistics companies are

unorganised and not yet using advanced digital solutions for fleet management
and resource tracking, we can estimate the following:

● 10% of 22 million workers in logistics = 2.2 million workers.

● Assume 1 vehicle or equipment per 5 workers = 440,000
vehicles/equipment.

At a 5% penetration rate of this untapped market:

● 22,000 vehicles/equipment × Rs. 20 per unit/month = Rs. 440,000 per

month.
● Rs. 440,000 × 12 months = Rs. 5.28 million annually.

If we assume that 20% of the workforce in this unorganised segment could

benefit from resource management:

● 440,000 workers × Rs. 50 per resource/month = Rs. 22 million per month.

● Rs. 22 million × 12 months = Rs. 264 million annually.

Total potential annual revenue: Rs. 269.28 million from just 5% penetration of the
unorganised logistics market.

6
Why Frontline?

Under-Served Workforce

● Historically, frontline workers have had limited access to digital tools

compared to other workforce segments.
● This gap in digital support has created inequities in productivity and
engagement.

Limited Technology Access

● Only 23% of frontline workers believe they have the technology they need
to be productive.
● 80% report limited opportunities for connection at work, which further
hampers engagement and job satisfaction.

Challenges with Digital Integration

● Poor integration of digital tools into frontline workflows adds extra

workload and increases error potential.
● Example: Hospitals implementing Electronic Health Records (EHR)
without adapting to nurses’ needs can increase the risk of data entry
errors and workload, negatively impacting operations.

Global Scale of Frontline Workforce

● Globally, there are 2.8 billion frontline workers, far outnumbering

knowledge workers.
● Despite their numbers, frontline workers have been largely ignored in
the digital transformation era, representing a significant opportunity for
solutions like Fieldmobi to address their needs.

(Brownridge, 2023)

7
 Boosted Productivity
Providing frontline workers with the right technology increases
Employee productivity by 22%.
engagement Higher Retention
Equipping frontline workers with proper tools improves job
satisfaction, reducing turnover and onboarding costs.

Better Customer Outcomes

Companies with high workforce engagement are 1.6x more
Customer likely to deliver better customer outcomes.
satisfaction Improved Customer Satisfaction
Top-quartile organisations see a 2x increase in customer
satisfaction and net promoter scores.

Increased Profitability
Companies with strong workforce engagement are 25% more
profitable than their competitors.
Profitability
Faster Growth
Organisations with 75% digitally connected frontline workers
experienced over 20% growth in bottom-line performance.
(Brownridge, 2023)

United States of America: Frontline

The front line—which makes up approximately 70 percent of the total US

workforce, or 112 million workers—represents a tremendous but overlooked
opportunity for corporations(McKinsey, 2022).

U.S. Frontline Worker Market Calculation

Total U.S. Workforce 160000000

Total Frontline Workers (70% of workforce) 112000000

Penetration Rate 1%

Potential Users 1120000

Monthly Revenue per User ₹20.00

Total Monthly Revenue ₹22,400,000.00

Total Annual Revenue ₹268,800,000.00

8
Total U.S. Frontline Workers: 112 million

Targeting a 1% penetration rate would yield:

● Potential Users: 5.6 million

● Total Monthly Revenue: $22.4 million
● Total Annual Revenue: $268 million

United Kingdom: Frontline

The front line—which makes up approximately 70 percent of the total US

workforce, or 112 million workers—represents a tremendous but overlooked
opportunity for corporations(McKinsey, 2022).

UK Frontline

Sector Est. No. of Workers Source

NHS Workforce Statistics, UK

NHS (Healthcare) 1,507,325 Government Data (2023)

Skills for Care Workforce Reports, UK

Social Care 1840000 Government Data

Retail 3500000 Statista

Transportation Storage 1600000 Statista

National Fire Chiefs Council (NFCC)

Firefighters 31,000 Workforce Reports (2023)

Hospitality and Tourism Landscape

Hospitality & Tourism 3000000 Report 2019

Cleaning & Maintenance 1,470,000 UK.GOV

Total 12,948,325

UK Frontline Worker Market Calculation

Total UK Workforce 12,948,325

Penetration Rate 1%

Potential Users 129483.25

Monthly Revenue per User ₹20.00

9
Total Monthly Revenue ₹2,589,665.00

Total Annual Revenue ₹31,075,980.00

Total UK Frontline Workers: 12.94 million

Targeting a 1 % penetration rate would yield:

● Total Monthly Revenue: $2.58 million

● Total Annual Revenue: $31 million

Supply Chain Analysis Application

Warehouse Management: Market Potential

● India’s Warehousing Stock: 30.9 million square metres

● India’s Population: 1,366 million
● Warehousing Stock Per Capita: 0.02 sq. metres

(INDIA WAREHOUSING MARKET REPORT 2021 Rathi et al., 2021)

Warehouse Management Revenue Potential Calculation

Warehouse Management price ₹10,000.00

India’s Warehousing Stock(sq.m) 30900000

India’s Population 1366000000

Warehousing Stock Per Capita(sq.m) 0.02

Average Warehouse (sq.m) 10000

Estimated Number of warehouses 3090

Revenue Potential ₹30,900,000.00

Penetration 0.05

Revenue Potential @ 5% penetration ₹1,545,000.00

Yearly revenue ₹18,540,000.00

● Estimated Number of Warehouses: 3,090

● Total Revenue Potential: ₹30.9 million
● Potential Revenue at 5% Penetration: ₹1.545 million

10
 ● Estimated Yearly Revenue: ₹18.54 million

Container Operations: Market Potential

The table below presents the potential revenue generation from container
operations at various penetration rates based on India's port sector capabilities:

Containers Revenue per Monthly Annual Revenue

Penetration Rate (%)
Handled (TEUs) TEU (₹) Revenue (₹) (₹)

100 153,320,000 50 7,666,000,000 91,992,000,000

5 7,666,000 50 383,300,000 4,599,600,000

1 1,533,200 50 76,660,000 919,920,000

(Ministry of Ports, Shipping & Waterways, 2022)

● At a 100% penetration rate, the projected monthly revenue from container

operations would be approximately ₹7,666 million, translating to an
impressive ₹91,992 million annually.
● A 5% penetration rate would yield a monthly revenue of about ₹383
million, resulting in an annual revenue of ₹4,599 million.
● Even at a 1% penetration rate, the potential monthly revenue is estimated
at ₹76.66 million, culminating in an annual revenue of ₹919.92 million.

These estimates underscore the significant market opportunity for Fieldmobi's

solutions within the container operations sector, highlighting the financial viability
and growth potential of tapping into this segment.

11
 Vendor, Customer and Community Application

Customer Management

To estimate the customer count for the Customer Management application, we

can focus on key customer-facing sectors in India that are likely to utilise such
solutions. Below are the primary sectors along with their estimated customer
bases:

Key Customer-Facing Sectors in India

Estimated Total Customer Base

Sector Estimated Customer Base

Retail 10,000,000

E-commerce 500,000,000

Hospitality 50,000,000

Healthcare 300,000,000

BFSI 200,000,000

Telecommunications 1,000,000,000

Education (EdTech) 100,000,000

Total 2,160,000,000

Revenue Calculation

Revenue Calculation

Penetration Total Revenue per Monthly Annual

Rate (%) Customers Customer (₹) Revenue (₹) Revenue (₹) Using the
refined
20,000,000,00 customer base
100 200,000,000 100 0 240,000,000,000 of 200 million,
we can
5 10,000,000 100 1,000,000,000 12,000,000,000 calculate
potential
1 2,000,000 100 200,000,000 2,400,000,000 revenue:

● At 100% penetration, the potential monthly revenue could reach ₹20,000

million and ₹240,000 million annually.
● At a 5% penetration rate, the revenue could be around ₹1,000 million
monthly and ₹12,000 million annually.

12
 ● At 1% penetration, the monthly revenue would be ₹200 million, leading to
an annual revenue of ₹2,400 million.

Vendor Management

To estimate the potential customer base for vendor management in India, we can
consider the following sectors that heavily rely on vendor relationships and
management systems. Here are the primary sectors, along with estimates of the
number of businesses that may utilise vendor management solutions:

Key Customer-Facing Sectors in India

Estimated Total Potential Customer Base for Vendor Management

Sector Estimated Number of Businesses

Retail Outlets 13,000,000

Manufacturing 145,000

Construction 175,000

Hospitality 40000

Total 13,620,000

Revenue Calculation

Revenue Calculation

Revenue per Monthly Annual Revenue

Penetration Rate (%) Total Businesses
Vendor(₹) Revenue (₹) (₹)

1 13,360,000 100 1,336,000,000 16,032,000,000

0.05 668,000 100 66,800,000 801,600,000

0.01 133,600 100 13,360,000 160,320,000

With an estimated 13.36 million businesses across key sectors in India, even
capturing a conservative 1% penetration of this market could generate:

● Monthly Revenue: ₹13.36 million

● Annual Revenue: ₹160 million

13
 Accounting and Administrative Applications

Importance of Workflow Automation in Finance according to

Deloitte

Finance organisations face significant challenges in reducing cycle times and

delivering timely operational insights. Many still rely on outdated email and Excel
tracking methods, resulting in inefficiencies. Unlike the manufacturing sector,
where process timings are actively managed, finance often tolerates delays,
allowing tasks to languish for days.

Key Benefits of Workflow Automation

● Dynamic Management: Enables effective management of financial cycles.

● Real-Time Tracking: Facilitates tracking of activity completion.
● Actionable Insights: Provides feedback for continuous improvement in
finance operations.
● Streamlined Processes: Enhances efficiency in financial closes and
forecasting.
● Prioritisation of Tasks: Assigns tasks effectively to improve workflow.

(Weidner et al., 2023)

14
 References

ANI. (2024, August 21). India's manufacturing is all set to expand with robust

foundations of reforms: Nuvama report. The Economic Times.

https://economictimes.indiatimes.com/news/economy/indicators/indias-

manufacturing-is-all-set-to-expand-with-robust-foundations-of-reforms

-nuvama-report/articleshow/112680927.cms?from=mdr

Brownridge, J. (2023, August 25). Frontline Worker Productivity Enabled by

Technology. Deloitte. Retrieved October 4, 2024, from

https://www2.deloitte.com/us/en/blog/human-capital-blog/2023/frontline

-worker-technologies-for-productivity.html

India's Organized Manufacturing Sector : U.S. (2013, August 28). Bureau of Labor

Statistics. Retrieved October 4, 2024, from https://www.bls.gov/fls/india.htm

McKinsey. (2022, July 30). Race in the workplace: The frontline experience.

McKinsey & Company. Retrieved October 7, 2024, from

https://www.mckinsey.com/featured-insights/diversity-and-inclusion/race

-in-the-workplace-the-frontline-experience#/

Ministry of Labour and Employment Labour Bureau. (2023). Report on the Fifth

Quarterly Employment Survey.

Ministry of Ports, Shipping & Waterways. (2022). BASIC PORT STATISTICS OF INDIA

2020-21. New Delhi, India.

15
 https://shipmin.gov.in/sites/default/files/bps2021pdf_compressed%20%28

2%29.pdf

Rathi, V., Bangera, Y., Agarwal, D., Shetty, N., & Nerkar, P. (2021). INDIA WAREHOUSING

MARKET REPORT 2021. KnightFrank.

https://content.knightfrank.com/research/2269/documents/en/india-ware

housing-market-report-2021-i-l-8217.pdf

Transforming India's Logistics Sector: Challenges and Opportunities. (n.d.). IBEF.

Retrieved October 4, 2024, from

https://www.ibef.org/research/case-study/transforming-india-s-logistics-

sector-challenges-and-opportunities

Weidner, J., Agarwal, V., Wong, M., & McConachie, M. (2023). The Future of Financial

Automation. Deloitte. Retrieved October 7, 2024, from

https://www2.deloitte.com/us/en/pages/consulting/articles/future-of-fina

ncial-automation.html

World Development Indicators | Data Catalog. (n.d.). World Bank Data Catalog.

Retrieved October 4, 2024, from

https://datacatalog.worldbank.org/search/dataset/0037712

16