02 / Problem Statement
Problem statement
Hiring for India's SMBs is broken.
What is the problem?
SMBs — bakeries, restaurants, salons, retail shops, clinics, workshops — hire every week, not yearly. A worker quits overnight. Replacement needed in hours. Every unfilled role is lost revenue every hour.
Why it matters
Owners post in 10+ WhatsApp groups, call friends, wait, hope. Hiring is already happening on WhatsApp — just scattered, manual, unstructured.
Who it concerns
63M+ MSMEs across India and the daily-wage workforce that powers them. We start with the 7.5M food & hospitality businesses — our beachhead.
Why existing platforms fail
01
Naukri, WorkIndia, Apna are built for urban English-speaking India.
Not for a small shop owner in Malappuram running the counter at 6am.
02
Workers have no resume, no email, no app downloads.
Just WhatsApp. Any friction and they're gone.
03
Local agencies charge ₹3,000–₹5,000 per hire.
Newspaper ads cost ₹500–₹2,000 and take 3–5 days. Neither works reliably.
03 / Product
Product
A personal AI hiring agent inside WhatsApp.
Live today for food & hospitality SMBs · same agent stack extends to retail, salons, clinics, workshops as we expand.
For owners
1. Send a voice note in Malayalam or Hindi describing the role.
2. AI generates a complete job description, owner confirms.
3. Best matched seekers notified instantly.
4. Masked candidate profile, tap to reveal, hire in chat.
For job seekers
1. Send a 30–60 second voice note: skills, district, salary.
2. AI extracts the profile and confirms.
3. Matching jobs delivered instantly — one tap to apply.
4. Never leaves WhatsApp.
Every conversation makes the agent smarter. Profiles enrich with every message — increasingly accurate matches over time.
Owner
B
BakeJoli
online · AI hiring agent
Hi 👋 What kitchen role do you need to hire?9:42
▶
0:24
Got it. Bakery in Kozhikode, oven hand, ₹18K, immediate. Posting now ✅9:43
candidate · masked
Rahul M.
Oven hand · 3 yrs · Kozhikode
View full profile
Seeker
B
BakeJoli
online · AI hiring agent
Hi 👋 Tell me about you — skills, district, salary expected.10:12
▶
0:38
Profile saved: oven hand, 3 yrs, Kozhikode, ₹15–20K. Searching jobs…10:13
job · matched
Bakery · Kozhikode
Oven hand · ₹18K · immediate
Apply now
04 / Technology & Traction
Technology & traction
Three agents. One thread. Real numbers.
01 · Onboarding agent
Detects owner vs seeker. Onboards in under 60 seconds.
Voice-note profile creation. Supports Malayalam, Manglish, Hindi, Tamil, English.
02 · Seeker agent
Personalised job search that learns over time.
Semantic embeddings + vector search. One-tap WhatsApp apply via notification button payloads.
03 · Owner agent
Voice job posting and in-WhatsApp hiring.
AI job description generation. Candidate notifications with profile image cards. Razorpay payments inside the chat.
12,958
Unique chatters
Since WhatsApp pivot
182,073
Messages processed
99.84% notification delivery
56%
Chat-to-user
Industry: 5–10%
7,302
Registered users
6,361 seekers + 940 employers
849
Jobs posted
By owners on WhatsApp
50+
Paying owners
₹35K+ revenue in 25 days
05 / Team
Team members
Two founders. Early revenue.
CEO & Co-founder
Joshwa Joy
6 years in digital marketing. Drives partnerships, distribution and the Bakers Association Kerala relationship. Operator background in Kerala's food economy. Owns GTM and association deals.
CTO & Co-founder · Ex-Intel
Midhun K
Built BakeJoli end-to-end — the entire WhatsApp agent stack, voice pipeline, semantic matching, in-chat payments and HR delegation. Owns product and engineering, top to bottom.
How we make money — owners pay, seekers always free · in-chat Razorpay payment
₹349
Pay-as-you-go
1 job post · unlimited reveals · AI screening
₹699/mo
Starter · core
5 posts/mo · voice posting · AI JD
₹1,299/mo
Pro
10 posts/mo · priority match · direct calls
Recognition
KSUM-recognised · Microsoft for Startups · Meta WhatsApp Business · Bakers Association Kerala.
06 / Fund Utilization
Fund utilization plan
KSUM Market Acceleration Grant — ₹10 L to scale a revenue-live product.
Already on revenue. ₹35K+ in 25 days, 50+ paying owners, 56% chat-to-user. Capital deploys into marketing, customer acquisition, and product improvement.
How the ₹10 L will be deployed
| Bucket | Use of funds | Amount | % |
|---|---|---|---|
| Marketing & customer acquisition | Meta Ads (WhatsApp click-to-chat), Google, regional creatives, performance ops | ₹7.0 L | 70% |
| Product improvement | Voice AI agents, multi-agent architecture, vernacular model fine-tuning, hiring intelligence layer | ₹3.0 L | 30% |
| Total — Market Acceleration Grant | ₹10 L | 100% | |
Live Meta Ads CAC — April 2026 (account average ₹3.24)
₹2.88
Bakery / business owners
₹3.15
Job-seeker campaign
₹3.56
Hindi-language employees
12-month growth commitments
| Checkpoint | Commitment |
|---|---|
| Month 0 | Marketing engine kickoff · campaigns live across Kerala |
| Month 3 | 300 paying owners · ₹1 L monthly revenue · TN soft launch |
| Month 6 | 700 paying owners · ₹3 L monthly revenue |
| Month 9 | 1,200 paying owners · ₹6 L monthly revenue |
Expected outcomes from ₹10 L
₹6 L+
Monthly revenue by month 9
1,200+
Paying SMB owners
Kerala + TN
Two-state coverage
100%
Non-dilutive
07 / Thank You
Thank you
WhatsApp is how India works.
BakeJoli is how India hires.
Email
mail@smallbinary.com
Web
bakejoli.com
Try it live
+91 98957 43840
Message "Hi" on WhatsApp
BakeJoli · SmallBinary · Kerala, India · 2026