This Presentation is about Marketing project on Chaayos - the new emerging tea outlet in urban areas of India

1. REVOLUTIONIZING
the way India drinksChai
By Snehal Nemane
Sankalp Archarya
Nirosha Gadipelli
Shruti Adyalkar

2. WHY CHAAYOS?
 Chaayos focuses on serving "Meri Wali Chai", a chai made
exactly to serve all kinds of customers through mass
customisation.
 To challenge the trend of coffee chains.
 To offer KADAK Adraak Chai in the most customized and
traditional day.

3. WHAT is CHAAYOS?
One of the fastest growing Tea-chains with 43 cafes and
express outlets across India at 40-50% a month.
It offers 25 varieties of Tea with 12000 ways to customize the
same.
It presently serves 40,000 to 45,000 consumers daily.
It is also looking forward to open 50 more Outlets across the
country

4. Each Chai is handcrafted and made upon order. The
variety of teas which Chaayos offers ranges from Indian
chai’s like Paani Kum Chai and Kashmiri Kahwa to
international favourites like Camomile tea and Moroccan
Mint tea.
Eco-Friendly KULHAD System.

6. COMPANY OWNERSHIP
• It is run by SUNSHINE TEAHOUSE PVT LTD. and was
incorporated on 16th April 2012.
• Its authorized share capital is Rs 1,25,00,000 and its paid up capital
is Rs 23,71,594.
• Nitin Saluja –Since 16-April-2012 (Director)
Raghav Varma – Since 5-May-2015(Director)
Kalyan Rama Krishnamurty –Since 15-May-2015(Director)

7. Why CHAI CAFÉ ?
Chai is consumed 9 times more than coffee in India

8. THE CHAI GAP
COFFEE SHOPS
Not prime focus
Dip tea bags
Artificial flavours
THELACHAI
Unhygenic setting
Lacks quality & options
OFFICE MACHINES
Artificial flavours & Powdered milk
Lacks quality & options
Freshly made Chai is not available the way consumers like it

9. PRODUCTS

10. SERVICES
 Online Selling of self formed tea leaves eg: Amazon
 Home delivery
 Customization of tea as per personalised choice

11. INDUSTRY
 Food and Beverages.
 Chaayos is an organized key chain belonging to food and beverage
industry.

12. TARGET MARKET
 Target Market :- Upper Middle Class, Higher Class.
 Target Market Location :- Metro Cities and Developing cities.
 Customer Motivation :- The various options of customization of
Tea gives the customer the motivation to pay for service.
 Market Size : Chai Market is 10 Billion USD.
 The Customer Loyalty is very High.

13.  Market trends :
As India is Tea drinking nation, a tough competition to the
coffee café format by setting up the innovation trend of its
HOME grown CHAI players.
As Per the Accelerating Diffusion of Innovation, the customers
for Chayoos are Early majority Population.

14. COMPETITION
The Biggest competitior is Chai Thela.
TYPE OF COMPETION :- Perfect Competition.
According to BCG Matrix , Chaayos is in Question Mark .
Chaayos

15. SWOT ANALYSIS OF CHAAYOS
STRENGTHS
• Maintaining Quality
• Directly connected to customers
• 25 variety of tea can be
customized in 12000 ways.
• Middle class can easily afford the
products
WEAKNESS
• Tea-making machines are
different in each outlet so the
taste varies slightly
OPPURTUNITIES
• Non-sector companies offering to
tie-up - IRCTC, SpiceJET,
PolicyBazar, Yumist
• Exposure to the international
markrt of tea
THREATS
• Competitors
• Less Experience

16. Premiumambience
Quickturn around
for
higher output
HighCustomizationof
product
Broadmenus tosuit
Westernand Indian palates
COMPETITIVE EDGE

17. PURCHASING PATTERNS OF CUSTOMERS
Firstly a difference between universal buyers behaviour and any buyer behaviour is drawn
 Whenever it’s a research on customer base ,it breaks into manageable segment and
starts by researching a single demographic
 Marketing is entirely based on psychology, it is almost manipulating buyers
 The decision of what to purchase is based on Maslow’s Hierarchy of needs
 What Customer is looking for depends on their position in life and basic needs
 Customer first search for information through their memory or some external source
 Then looks whether there are better alternatives in the market
 The customisation and traditional method is the impressing element in chaayos
 Once trial thought hits the customer mind and that turns up a visitor into customer

18. MARKETING STRATEGY
 Chaayos provide online delivery of tea for homes and offices.
 There is Chaayos Mobile app which opens a B2C subscription channel.
 After First visit, Chaayos offers rewards points.
 There is Emotional and Desi Strategy of connect to customer.
For e.g- Mom’s Poha, Kulhad Pavbhaji, Barish-wale Pakode etc.

19. STRATEGY OF CUSTOMER SATISFACTION

20. We’re Chai, we’re Gourmet, and we’re
Quick
We are the Highest Rated Café in
India on zomato.com
We are a really fast growing
Chai Café Company!
MARKETING MESSAGE

21. Application Based Order by Chaayos

22. Questions