India Runs on ChaiIntroduction

India, the land that once woke up to the sounds of temple bells and factory sirens, today wakes up to emails on smart phones, world headlines, global markets, and a train of deadlines.

India, the land that never pauses, surpasses all expectations, and insistently paves its way forward. Welcome to the picture of a billion on a mission. Now meet the beverage that fuels these billion dreams, that keeps the momentum alive.

Meet Chai, the undisputed ally of the Indian-on-the-go.

Chai Point Background Amuleek Singh Bijral founder of the Chai

Point. He’s a graduate of the Harvard Business School. Mr Singh said that the idea of becoming an entrepreneur hit him while pursuing MBA at Harvard University. However, he made his decision to open outlets that served “chai” in a pristine clean environment, after he returned to India and this decision was based on facts.

He said “India runs and lives on tea and it is second to China in terms of production and the consumption is overreaching production and yet, there was no brand around ‘chai'. This really surprised me and I saw a business opportunity here. So, I decided to build one (brand in chai),”

Mission To us, success isn’t about how much Chai we sell, but how many days

we brighten for our customers. Chai Point’s mission is simply to fuel the billion Indians-on-the-go, to justify those billion reasons with that great glass of Chai. We’re that stop along the way for a quick refill and a refreshing jumpstart, so that you can get back to your demanding day completely refreshed and rejuvenated. We make our niche within the hustle and bustle of everyday life so that the tempting whiff of our freshly brewed Chai inspires you to stop, sip, and start again.

Principals or Operating Pillars At Chai Point, we believe that a conductive working environment

yields not only the best brews, but also the happiest customers. After all, if you have a billion good reasons, we have a billion great experiences.

Situation Analysis January 2009:

“Chai needs a global brand” – the idea surfaces. January 2010:

“Mountain Trail Foods Private ltd. Goes live” February 2010:

“Idea meets reality” – first Chai Point store opens in Bangalore. April 2010:

“2nd store opens” September 2010

“Angel funding secured” January 2011

“10th Chai Point store opens” May 2011:

“Mountain Trail Academy takes root – training curriculum & programs for authentic brewing of Chai”

Situation Analysis June 2011:

“Coupons based loyalty program launched” August 2011:

“1st large corporate customer starts consuming 1000 glasses of Chai from a Chai Point store”

October 2011:

“1 millionth Chai glass sold at Chai Point” December 2011

“All Chai Point gets network” January 2012

“Chai Point introduces Vada Pao – Quickly reaches a close second to Samosa as the preffered combo with Chai”

Feb 2012:

“ Chai Points starts gets its exclusively manufactured Chai glasses”

Situation Analysis March 2012:

“5000 glasses of authentic Chai get sourced daily from Chai Point stores by corporates”

April 2012:

“Chai Point starts running on Cloud – triumvirates of sms-mobile, prepaid & retail POS system ”

May 2012:

“Chai Point opens its first 24x 7 store at Bangalore international Airport – also its first 100% electric store”

June 2012

“Next version of loyalty program – India runs on Chai Prepaid card launched across all stores & pilot store set up in New Delhi”

July 2012

“Chai Point introduces its own Masala- Chai biscuit” August 2012

“2nd store opens in New Delhi”

Situation Analysis

Character Analysis Job Responsibility:

– Hygiene and health are of utmost importance– Taking special measures to keep every store spic and span.– The sourcing, training, testing, and certification of all

employees at Chai Point.– Growth in quality and quantity of leading experts in Chai

brewing as well as its finer appreciation. Personality:

– Hygiene, perfection, service, quality, presentation, initiatives are maintained.

Competency :– Through easy-to-understand and well structured training

modules for all roles at Chai Point, MTA's  aim is to create a strong and competent work force, well educated and aware of the importance of authentic Chai brewing, as the face of Chai Point.

Problem Statement Gap Analysis between goal and achievement:

- Tea’s popularity in Indian homes, in fact, acts against its image. Coffee is considered a lifestyle statement, while tea is ordinary.

- It’s easy to convince a consumer to spend upward of Rs80 for a cup of coffee. However, even Rs30-40 for a cup of tea is considered expensive.

- On the same years other competitors are also emerging.  India's third largest packaged teamaker, Wagh Bakri opened its tea lounge in suburban Mumbai. "The response we have received is fantastic,“

- Goodricke too has invested in tea bars. “They have opened tea bars in Bhopal and Jaipur recently.

- Earlier this year Starbucks paid $650 mn to take over the tea company, Teavana. Starbucks CEO Howard Schultz announced that apart from introducing Teavana products at their own outlets, the company would open standalone Teavana stores to “do for tea what it [Starbucks] did for coffee”.

Problem Statement Primary Problem:

There are several reasons for this image. " At one level, tea is something you drink daily at home. At the same time, it's also a seen as a connoisseur drink," says the marketing head of a multinational foods company. Moreover, unlike coffee, there are very few tea lounges or bars that are devoted to a culture of tea.

Secondary Problem:

As of today, there are over 1,870 cafes in the country. In comparison, there are just 41 tea lounges cha bars in India, pointing out that the likes of Barista, Cafe Coffee Day have done a great job of popularising coffee consumption in India. Now, Starbucks is coming.

Problem Solutions Primary Solution :

Nobody in office takes a cappuccino break. They take a chai break. Office-goers are not looking for a lounge,” s “outlets should be in areas with lots of offices colleges around.

Alternative Solution :Introducing new flavours required

ConclusionIt's ironic that a good cup of coffee is easier to find than a good cup of chai in a tea-drinking nation like India. 

Tea chains attract a miniscule crowd compared to coffee chains.

Recommendations Decision :

The chai Point innovation is what drives them forward. The decision to new plans should be taken carefully which should not affect negative to the current growth.

Action Plan for Implementation:

They must first to introduce customers to various kinds of teas.

Depends on the area the tea rates must be different. Example If it is near colleges the rates must be less.

If the surrounding of the outlet requires internet. There must be wifi or café should be introduced.

More quality snacks or wraps should be introduced.

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