Born Good Natural Floor Cleaner 1000ml - Turkish Applewood Fragrance - Safe for Kids and Pets - Tough on Germs and Dirt - Plant-Based - Biodegradable - Non-Toxic - Eco-Friendly - Safe for Expensive Flooring

Key Features: - Formulated with natural ingredients - Turkish Applewood fragrance for a pleasant scent - Safe for kids and pets - Tough on germs and dirt - Plant-based, biodegradable, non-toxic, and eco-friendly - Suitable for use on expensive flooring

For whom: - Families with children and pets - Individuals looking for a safe and effective floor cleaner - Those with expensive flooring who want to maintain its quality

Pros: - Natural ingredients ensure safety for families and the environment - Turkish Applewood fragrance provides a pleasant scent - Effective at removing germs and dirt - Biodegradable and non-toxic

Cons: - May not be as effective on tough stains - Some users may prefer a different fragrance option

Factor	Weight	Contribution	Rationale	Sources
Spec/Feature Fit	25	20	Product features align well with consumer preferences for safe, plant-based cleaners.	Livemint, India Today
Brand Strength	20	10	Established brand with a reputation for natural and safe products.	The Hindu, Economic Times
Category Momentum	20	15	Growing demand for eco-friendly home cleaning products in Indian market.	Mint, Business Standard
Price Positioning	20	10	Competitively priced compared to similar eco-friendly floor cleaners in the market.	CNBC, NDTV
Competition	10	6	Facing moderate competition from other established natural floor cleaner brands.	Business Insider, Moneycontrol
Use-case Advantage	5	5	Unique selling point of being safe for expensive flooring sets it apart from competitors.	The Times of India
Final Market Score	100	66/100 (3.30/5)	Strong market potential due to alignment with consumer trends and competitive positioning.

Factor	Rating (out of 5)	Notes
Social Media Buzz	0.0	—
Retail Presence	0.0	—
Price Appeal	0.0	—
Community Hype	0.0	—
Festive Sales	0.0	—
Performance in Climate	0.0	—