ID No: BP1998

Project Name: Chai Time

Team Leader:
Name: Ashish Gourav
E-mail Id: ashishiitkgp4@gmail.com
Institute: Indian Institute of Technology, Kharagpur
Contact Number: (+91)-9932054867

Team Member:
Name: Pushkar Sharma
E-mail Id: pushkar.game@gmail.com
Institute: Birla Institute of Technology Mesra, Ranchi
Contact Number: (+91)-9006868023








Concept:
A lot can happen over coffee but in Indian suburbs and villages, a cup of tea starts the
day. If Caf Coffee Day (CCD) can carve out a niche in the organised retail caf chain, why
can Chai Time not touch the lives of the common man in India who hardly sips coffee in
his entire life? Still coffee drinking in India is restricted to the intellectual, the South Indian
traditionalist and the five star coffee shop visitor.
Chai Time would be an organized retail caf chain for the common tea drinkers of the
highway, suburbs and the not so posh areas of the country.
Needless to say, it will serve tea with a great aesthetic expertise...
Strategy of Execution:
We would initially start a chain of 4-5 Tea cafes branded as Chai Time in the national
highways (preferably located close to a town) in Jharkhand. These cafes will serve around
20-25 different types of hot and cold tea drinks. The prices would start almost comparable
to a roadside Tea-kiosk and go up to higher range innovative drinks but at affordable
prices. We would also serve truly Indian snacks which generally accompanies the cup of tea
at our houses and parties or corporate meetings and functions.
There would be continuous market research by reaching out to all range of customers. We
also plan to add online and telephone-retailing similar to and better than Dominos Pizza
model.
We would also help our suburban customers on learning new and better ways to drink
smart and healthier tea.
We also plan to add merchandise.




Market Opportunity:
Tea drinking doesnt need market creation in India. Our choice of location i.e. highways and
suburbs is pivotal in our niche-market. People going to different places by using the
highway, local people, youngsters and almost everybody would pay a visit to our Caf. Once
a customer steps in our Caf, he will keep on returning due to our superb service and tea
drinking options.
Organisational Structure:
I along with my other partner will head all the operations, planning, branding, marketing
and advertisements.
In the cafes,
1. Manager: He would be responsible for managing the Caf; preferably he should have
done some degree/diploma in management. However, we may consider any
graduate who has an aptitude and attitude for this job.
2. Accountant: He would be having the details of the cash flow in the Caf. This would
be a part-time position and we would be looking for college going students.
3. Chef: He would be innovating new variety of tea drinks and snacks combination and
involved in supervision of day-to-day servings in the Caf
4. Service-provider: He will take orders from the customers and serve them. This again
would be a part-time position and we would take college going students.
Website and Online presence:
1. Website designer: Another part time position, college going students having sound
knowledge and experience will be preferred.
2. Customer feedback: This would be taken care by a part-timer and would be
responsible for attending phone-calls, responding to text-messages and replying to
e-mails.
As for every start-up, the organisational structure would be dynamic and subject to change.



Financials:
Most of our finances will be spent on infrastructure, so we will initially start with renting
option, the initial investment would be around 1.0-1.5 Million Rupees. The investment is
projected to be recovered within a year. We would start making good profit from the 13
th

month of its inception. We are likely to take loan from bank for initial investment.
USP:
It would be the first of its kind in the world and moreover tea is more sipped in India.