“Chaipoint.com – The Power of Execution” was a session that dissected the Chaipoint case-study - a retail outlet and delivery chain that sells mainly freshly brewed Chai (tea), to the white-collared Indian worker. The Startup launched in 2010 and now serves more than 1m cups of tea and adds 3-4 retail outlets a month. The company took a simple, well-understood concept of “Chai” and achieved it's current scale through relentless execution. Key takeaways: 1) An idea without execution only remains an idea; Intellectualize, but start executing quickly to enable market validation and fine-tuning 2) Aim for profitability right from the beginning 3) How quickly you assimilate your learning into your process is also a reflection of your potential scale 4) Defining process and detail that can be used to train employees should be a key focus 5) Appropriate use of Information Technology and adaptation over time should be a hygiene factor 6) Open communication channels with employees and a flatter organization leads to quicker problem resolution as they arise.

1. This information is confidential and was prepared by MTF
CHAI POINT OVERVIEW
Confidential
2014
www.facebook.com/chaipoint

2. To build a world class, Tea anchored, accessible and contemporary food &
beverage retail chain targeting primarily the white-collar working-Indian.
MISSION STATEMENT

3. 1mn+
Glasses of Chai sold
EVERY MONTH
70000+
Litres of Milk Consumed
EVERY MONTH
3000+
KGs of tea procured
every month
6000+
KGs of sugar used
every month
CHAI POINT : Business & Key facts
38+ Outlets
3+ opening every month
200+
Employees

4. OUR PROUD CLIENTELE
and more…

5. 1 2
3 4
HYGIENIC & HEALTHY BREWING PROCESS

6. Dum Chai Lemon Chai Masala Chai Green Chai
Milk Shakes Ice Teas Filter Coffee
OUR OFFERINGS BEVERAGES
Ginger Chai

7. Training modules
1A: Personal hygiene
1B: Dress code
1C: Store hygiene
1D: Assistant advisory
1E: Store opening and closing
1F: ISB vessels cleanliness
1G: ISB delivery
Training modules
2A: Stock management
2B: Food ordering procedure
2C: Store opening protocol
2D: Store closing protocol
2E: Beverage preparation
2F: Sales skills
2G: Customer service
2H: Utilities management
2I: Assistant mentoring
2J: ISB order preparation
2K: Bottled beverages
2L: Chai Point blends
2M: Billing Machine
2N:New product introduction
Training modules
3A: Assistant / JPR mgmt
3B: Beverage quality mgmt I
3C: Food quality mgmt I
3D: Cash management
3E: Customer engagement
3F: Advanced sales skills
3G: Store hygiene
3H: ISB delivery mgmt
3I: ISB troubleshooting
3J: Bottled beverages
3K: Chai Point blends
3L: Billing Machine
3M: New product
introduction
Training modules
4A: People mgmt and
evaluation
4B: Beverage quality mgmt II
4C: Food quality mgmt II
4D: Sales skills and tracking
4E: Cleanliness tracking
4F: Customer focus and
management
4G: Supplies and R&M
management
4H: Reporting & evaluation
4I: ISB sales & engagement
4J: Bottled beverages
4K: Chai Point blends
4L: Billing Machine
4M: New product introduction
Assistant Junior Partner Senior Partner Cluster Partner
CHAI POINT : MOUNTAIN TRAIL ACADEMY

8. Private cloud
services
Public cloud
services
Store staff leave & attendance app
Food ordering engine
Beverage production audit & scheduler app
Institutional delivery scheduler
Chai-on-Call deliveries engine
Corporate MIS
Store timings audit and scheduler app
Quick Cilver Prepaid card system
Exotel telephony services and apps
Supply Chain system (TBD)
e-Retail PoS (also includes a PoS installed app)
Facebook based ordering app
Mobile based Prepaid card app
API based
integration
API
Interfaces
IT ARCHITECTURE
Mobile Phone based Pre-Paid Card (TBA)

9. CHAI-on-CALL ACROSS WORK-SPACES
1. Unique heat-retaining and disposable packaging for
neat deliveries to meetings and large group get-
togethers.
2. Scheduling of deliveries possible also through our pan-
India contact center at 18004202424.
3. Break-fast and snacks also delivered in a similar
packaging format.

10. PRE-PAID APP EMPLOYEE BENEFITS
1. Mobile Android and Apple OS based prepaid and
rewards platform for all employees to avail discounts
and benefits across all Chai Point stores.
2. Ability to launch campaigns specific to client
organization’s employees.
3. Cross-sector campaign for further benefits – example:
Taxi-for-sure/ UBER/ Meru cab benefits.

11. CLEAN EARTH SUSTAINABILITY PRACTICES
1. Chai Point is`100% compliant to waste segregation
across all of our stores.
2. All our organic waste (from Bangalore operations) is
aggregated from all stores and distributed to grape
farmers in Doddaballapur.
3. All plastic and paper consumables based waste is
disposed off at designated recycling centers in
Bangalore.
4. At environment sensitive campuses and tech-parks we
use IFB Bosch dish-washers to serve all employees in
Glass cups/glasses.
5. We are initiating installation of digital water meters
across all of our store sites to measure and monitor
water consumption levels.

12. CHAI POINT TEAM
AMULEEK SINGH BIJRAL
TEJUS CHANDRA
SANDESH C
Background:
Amuleek Singh Bijral is the founder and CEO of Mountain Trail Foods Private Ltd and its brand, Chai
Point. He has received his MBA from Harvard Business School. Amuleek worked as the Country
Manager (India + SAARC region) for RSA, a global leader in information security. He was earlier
involved in business development and strategy for EMC Corporation, working out of Boston and
Singapore. He has also worked in Microsoft Corporation in diverse roles and capacities
Functional responsibility: Mgt. hiring and development, Packaged Product Development (Tea Blends
& Bottled Iced Chai), Tea Sourcing Partnerships & Real Estate.
Background:
Tejus Chandra is the CFO for Mountain Trail Foods and also leads the real estate acquisition function
within the company. Tejus has received his MBA from the Indian Institute Of Management, Bangalore
and also has a Chartered Accountancy degree. Tejus has extensive experience in the field of finance
and financial services, having worked in multinational corporations such as Ernst & Young and
Goldman Sachs.
Functional responsibility: Operating Finance (Working capital mgt & Capital Budgeting),
Accounting systems, IT & Real Estate and compliances.
Background:
Sandesh C. currently heads all of operations at Chai Point and is responsible for all store operations. In
the past, Sandesh worked as a management consultant with Bain and Company, a leading
management consulting firm. He has worked on strategy and operations assignments with clients in
consumer goods and technology verticals. Sandesh is an engineering graduate from NITK Surathkal
and worked with Amazon.com. He has received his MBA from the Indian Institute of Management,
Bangalore.
Functional responsibility: Overall Sales, Store & Supplies Operations, Store Staff on-boarding and
allocation, Packaging and in-store vendors & Food Supplier mgt.

13. THANK YOU