A detailed study of a local chai tapri at Matunga and it's conversion into a brand.

1. Chai Tapri –
Account Planning

2. Hello!
▧ Meet Abir’s father, a tea-seller with a story,
compassionate heart and amazing tea !
▧Name – Anant Gawade
▧Age – 42 years
▧Business inception – 1977

3. Anant started his family business of Chai
tapri, 40 years ago, gradually
experimenting with ‘FRANKIE’ venture,
which failed.
Meanwhile, he also met with a train
accident, thus limiting his business only
with CHAI TAPRI.

4. LOCATION
 Prime Location at Matunga East.
 Diagonally opposite to RUIA, WELINGKAR &
PODAR College.

5. CURRENT BUSINESS

6. MENU SERVED
BEVERAGE HALF GLASS FULL GLASS
1. SPECIAL CHAI Rs. 7 Rs. 20
2. MASALA CHAI Rs. 10 Rs. 20
3. COFFEE Rs. 10 Rs. 20
4. BOURNVITA Rs. 10 Rs. 20
5. UKALA:
(i) Kesar Rs. 10 RS. 20
(ii) Safed Rs. 10 Rs. 20

7. SIDE ACCOMPANIMENTS
(i) BISCUITS
(3 variants)
Rs. 5 per piece
(ii) Cream Roll Rs. 5 per piece

8. DAILY EXPENSES
(i) Chai
Patti
6 Kg 320
Rs./kg
(ii) Milk 80 Liters 60 Rs./ltr
(iii) Sugar 10 Kg Rs.
44/Kg
(iv) Gas
Cylinder
5 kg
Cylinder –
2 days
Rs. 470

9. DAILY SERVINGS:
2000 – 2500
Glasses
PER DAY !

10. BUSINESS TIMING:
4.AM – 8.PM
MANPOWER:
2 additional people
@ Rs. 350 per day
wage

11. TARGET
AUDIENCE

12. Defining the Target Audience
 Tea & Coffee lovers
Seeks quick refreshment at cheap cost
Sub- Groups:
Black tea, Herbal tea, Sugar-free tea, Masala tea,
Bournvita, Strong/Light Coffee preferences.
Age- Group: 16 Years & above

13. SUB-DIVISION OF T.G
College Students:
• RUIA
• PODAR
• WELINGKAR
• SNDT
• DON BOSCO
• SIES
PRIMARY

14. •Joggers
•Cab Drivers
•Railway
Kaamgars
•College
faculty
•Police stn.
Staff
SECONDARY

15. Passerbys
ADDITIONAL

16. SWOT
ANALYSIS

17.  Location
Quality – High
Price – Reasonable
 Offers Customization
 Availability – 4.am – 8.pm
Hygienic
Experience – Family Business
Minimum 2000 glasses
served per day
Allows credit & free biscuits to
college students
 Takes Pre-orders
 90% repeat customers
• STRENGTH

18.  Limited Manpower
NO DIGITAL PRESENCE
Local competition is high
LIMITED VARITIES:
(No green tea, no filter-coffee, no options
for diet conscious individuals)
No
•WEAKNESS

19.  Attract health conscious
customers & thus increase the
demand.
Change the image of Tapri
chai from ‘Sasti chai’ to a
standard & hygienic level
Add varieties:Green/Lemon
Tea, Filter Coffee,Hot chocolate
Aim to make product
differentiation from the other
tapris by Branding the business
Expansion – Geographically
(in the future)
 Co-branding - CUPSHUP
•OPPORTUNITIES

20.  LOCAL COMPETITORS increasing
Price Hike – Raw materials, hence may
need to increase the chai price
Café’s and bigger chains expanding.
•THREATS

21. Solution to
Limitations

22. (i) Name:
ABIR’S CUTTING CHAI
(ii) LOGO:BRANDING

23. 2 types of Cups:
1. Quirky hand painted
cups
Packaging

24. On existing 208 glass cups

25. 2. THERMAL CUPS WITH
LID
- to be provided by CUPSHUP
- lid to bear Abir’s Cutting Chai
logo/sticker
- to be used only for home- delivery
& on-the go orders.
Collaborate:
CUPSHUP

26. We spend minimum 10-15 minutes of our quality time
that is relaxed, fun-filled & clutter-free at the chai tapri
This is an ideal situation where a brand could promote
itself, unlike traditional mediums
By branding cups, they potentially convert tea stalls into
discussion joints about the brands.
The Brands receive publicity, public receives readily
available information about companies and on-
going offers, and the ultimate benefit is passed on
to tea vendors – as the cost of the cups
is borne by the advertisers !
The CUPSHUP Concept:

28. LOGO DISPLAY:
Logo strips
on stall,
Table
Biscuit
Jars,
Umbrella,
Trays,

34. Additional Payment Mode:
Apart from paying hard-cash, we aim to
introduce the usage of:
… for the tech-savvy generation !

36. ADDITIONAL
SERVICE:
HOME- DELIVERY:
EXCLUSIVELY AT
MATUNGA !

37. Add Variants for Home-delivery:
Apart from the standard menu, deliver variants:
Filter Coffee
Green Tea
Lemon Tea
Hot Chocolate
Ukala Chai etc.

39. BRAND AWARENESS
Newspaper Inserts - FlyersFlyers at stall –
Takeaway menu list
Facebook Page
Contest – Selfie with
Abid’s Cutting Chai
Stall Displays

40. You know WHY
‘Abir ki Cutting chai’ ?

41. Ye hai biscuit
Ab Aapko ye aur bhi tasty lagega

42. Want to know WHY ?

43. Kyu ki saath mey hogi

44. Ye hai Bun Maska
Ab Sabko lagega bun maske ka
chaska

45. Want to know WHY ?

46. Kyu ki saath mey hogi

47. ORDER PLACEMENT
Via Phone calls for
Pre- event orders &
Home Delivery

48. BUSINESS MODEL CANVAS

49. KEY
PARTNERS:
-CUPSHUP
-PAYTM
-FLYERS
-PAMPLETS
KEY ACTIVITIES:
- PRE ORDER FOR
EVENTS
- STALLS AT
COLLEGE
FESTIVALS
KEY RESOURCES:
-QUALITY MILK
- QUALITY
PACKAGING

50. VALUE
PROPOSITION:
-CUSTOMIZATION
-AFFORDABLE
PRICE
-CUPS WITH LID
-VARIETY
-HYGIENIC &
QUALITY TASTE
CUSTOMER
SEGMENT:
- COLLEGE
STUDENTS
-TEA/ COFFEE
LOVERS
- MASS MARKET
CHANNELS:
- DISTRIBUTION OF
FLYERS
-PHONE CALLS
-- FB PAGE
MANAGEMENT
-- DIRECT SALES AT
STALL

51. CUSTOMER
RELATIONSHIP:
-CREDIT TO
COLLEGE
STUDENTS
-FREE HOME
DELIVERY
- CUSTOMIZATION
-GOOD QUALITY
-VALUE FOR
MONEY
COST STRUCTURE
-FLYERS
- FLEX / STICKERS
-CUPSHUP
BRANDING (FREE)
- RAW MATERIALS
-DAILY WAGES
-PACKAGING
REVENUE
STREAMS:
- CUPS
(Co-branding)
-SALES(direct)
-LOCAL/COLLEGE
EVENTS

52. Project by:
ANJU - 38
SACHIN – 29
PREETI - 45
VISHAL - 37
TANVI - 5

53. THANK YOU !!