Chai –Biskut 2015

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Introduction :Home
1 3
1a Different types of Tea 7
1b Tea Industry In India 11
1c History of Drinking Tea in India 14
1d Executive Summary of Tea Business 17
1e Benefits of Drinking Tea 23
2 Business Plan 26
3 Industry Dynamics 29
4 Store Layout ??
5 Operational Plan 31
6 Human Resource Planning 38
7 Marketing Strategy 41
8 Pricing Profitability 42
9 Target Consumer 42
10 Promotion 44
11 Financial Aspect 47
12 Breakeven Concept 48
13 Other Points 50
14 USP 53
15
 INTRODUCTION
• Home
• Types of Tea
• Indian Tea Industry
• History of Tea Drinking in India
 In India, tea is a very popular
beverage and Indians love their cup of tea. The importance of tea drinking in
India cannot be confined to words, Indians have to have their cup of hot steaming
tea first thing in the morning in order to stimulate their senses and refresh
themselves. In fact some even argue that tea as a beverage enjoys much more
preference as compared to coffee in India. Tea is like a comfort drink for many
Indians, especially on rainy days, you can always catch them savoring a
steaming cup of tea along with pakoras (a type of fried snack).

India is the world’s largest producer of tea and most of the tea production in India
takes place in West Bengal and Assam. Tea is popular all over India mainly as
an evening drink as well as breakfast drink but nothing complements a family
get-together or a college reunion more than an endless supply of tea throughout
the day. In fact it is so popular that it is a cultural norm tea to offer tea to guests
and visitors instead of alcoholic drinks. Although in recent years many people
have shifted to imbibing tea liquor, the age-old tradition is to blend the tea liquor
with a little bit of milk, add sugar in accordance with one’s taste and then sip it
contentedly.
Almost everywhere you go in India you are sure to find tea or ‘chai’ as it is
commonly known in most of the North Indian languages). Although there are lots
of different types of tea available, the most common variety has to be the ‘railway
tea’ type hands down. This one is basically a cheap version (Rs.2-Rs.5 per cup)
which is sweet and uniquely refreshing once you develop a liking for it. This type
of tea is made by brewing the tea leaves along with milk and sugar and serving it
steaming hot.

A cup of the classical Indian chai tea

Another famous variety of tea in India is the Masala chai which has spices added
to tea during the preparation. The commonly used spices are ginger, cardamom,
cinnamon and black pepper. However this type of tea does not appeal to all and
sundry, it takes some time before you cultivate a taste for it. The Masala tea (or
spices tea literally) is popular in Central India as well as Northern India only
because the people in Eastern India like their tea without any spices.

Tea drinking in India dates back to 750 B.C. (see article about the History of Tea
Drinking in India) and could be described as serendipity when the locals used
wild native plants for brewing this beverage. Gradually other varieties of tea
originated. At present, Darjeeling tea and Assam tea remain the most popular
varieties of Indian tea in India as well as worldwide.

India is the largest tea drinking country in the world even though the average
consumption per person is less than half a cup because of the low income level.
Over the years, tea drinking has become an integral aspect of the India culture. It
is considered as a way of life. Remove tea drinking from India and you remove
the basic essence of this vibrant and lovely country.
DIFFERENT TYPES OF TEA

All the tea that we drink comes from the Camellia Sinensis plant, or the tea plant.
Although one would come across different varieties of tea in the world the three
main varieties are the India tea, the China tea and the hybrid tea. It is from these
that the different types of tea like the green tea, the black tea, the white tea, the
herbal tea and oolong tea are prepared.

Modern pyramidal nylon tea bag

Green Tea: When tea leaves are picked, they generally whither and dry and
when this occurs, oxidization takes place. When green tea is manufactured, it is
not allowed to oxidize. The leaves are dried very quickly either in a pan or an
oven to dehydrate them and then they are stored. This process retains the
polyphenols catechins and the flavanoids which make drinking green tea a
healthy and beneficial option. However green tea possesses a grassy taste and it
loses its flavor within a year.

To brew a cup of green tea, water which is not more than 80 degrees Celsius
should be poured over the tea leaves. Let the leaves steep in the water for about
two to three minutes. Some of the benefits of green tea are its antioxidant
properties which aids in preventing cancer, raising metabolism rate and cutting
fat and even reducing the probability of heart diseases. Due to its short brewing
time, green tea is stimulating.

Black Tea: This tea is stronger than any other type of tea. The caffeine content is
higher in black tea as compared to the less oxidized varieties. It retains its flavor
for many years. Black tea is the tea that enjoys the maximum sales in the world.

To brew a cup of black tea we need a teaspoonful of tea leaves for a cup of tea.
The tea leaves are steeped in boiling water for at least three to four minutes
before it is strained and served. Plain black tea without sugar contains
antioxidants and is beneficial in reducing cardiovascular diseases.
A cup of healthy (but expensive) white tea

White Tea: This is the rarest variety of tea. The leaves are picked and harvested
before they are fully open and the buds still have a covering of white hairs on
them. White tea undergoes the least processing and is also not fermented. It has
a light and sweet flavor and contains less caffeine and more antioxidants than
any other type of tea.

The ideal temperature of water for brewing white tea is 76 to 85 degrees Celsius.
The leaves should be steeped in water for at least seven to eight minutes.

Herbal Tea: Tisane or ptisan is an herbal infusion. Tisane is made with any part
of the plant either dried or fresh flowers, roots, seeds or leaves over which boiling
water is poured. Flavored teas are prepared by adding this to regular tea like the
jasmine tea of China. There are different types of herbal tea which can be
consumed for medicinal purposes.

Oolong Tea: Being of Chinese origin, this tea is a cross between the popular
black and healthy green varieties and the two styles commonly associated with
this tea are green and amber. The uniqueness of this tea is attributed to the
different manner in which its leaves are prepared and owing to this reason apart
from being bereft of the leafy flavor of the green tea its taste is distinct from other
types of tea as well.

The traditional Oolong tea is brewed in a special type of pot known as Gaiwan
and the final sip may vary according to the length of brewing time.
TEA INDUSTRY IN INDIA

Tea leaves

Tea isn’t simply tea in India but it is like a staple beverage here and a day without
it is impossible and incomplete. Indians prefer their steaming cup of tea because
for them it acts as an energy booster and is simply indispensable. This popular
beverage has a lot of health benefits too as its antioxidants help to eliminate
toxins and free radicals from the blood.

Originally tea is indigenous to the Eastern and Northern parts of India, but the tea
industry has expanded and grown tremendously over the years, making India the
largest grower and producer of tea in the world. The tea production in India was
979,000 tonnes as of 2009. In terms of consumption, export and production of
tea, India is the world leader. It accounts for 31% of the global production of tea.
India has retained its leadership over the tea industry for the last 150 years. The
total turnover of this industry is roughly Rs.10, 000 crores. Since 1947, the tea
production in India has increased by 250% and the land are used for production
has increased by 40%.
Even the export sector of India has experienced an increase in the export of this
commodity. The total net foreign exchange in India is roughly Rs.1847 crores per
annum. The tea industry in India is labor intensive, meaning it depends heavily
on human labor instead of machines. This industry provides employment to more
than 1.1 million Indian workers and almost half the workforce constitutes of
women.

Beautiful tea fields

There is a wide variety of tea offered by India; from Green Tea to CTC tea to the
aromatic Darjeeling tea and the strong Assamese tea, the range of tea available
in India is unparalleled. Indians take a lot of pride in their tea industry because of
the pre-eminence of the industry as a significant earner of foreign exchange and
a significant contributor to India’s GNP.

The three prominent tea-growing regions in India are Darjeeling, Assam and
Nilgiri. While Darjeeling and Assam are located in the Northeast regions, Nilgiri is
a part of the southern region of the country. A visit to these regions is made truly
memorable by the endless rolling carpets of green which are the tea gardens and
one cannot but help feeling enthralled and captivated at the sight of the huge tea
estates. Majority of the tea factories are located within the premises of the tea
estates and this is what accounts for the freshness of the tea. The process of tea
production has a series of procedures and processes. The process starts with
the plucking of tea leaves in the tea estates by women employees carrying a
basket over the head and ends with the production of the ultimate tea.

There are mainly two ways of producing tea in India namely the CTC production
and Orthodox production. CTC is an acronym for crush, tear and curl. The tea
produced by this method is mostly used in tea bags. The orthodox production
method consists of five stages, namely withering, rolling, fermentation, drying
and finally storing. It is not possible to compare the two varieties because their
quality depends on factors such as rainfall, soil, wind and the method of plucking
of tea leaves and both possess a unique charm of their own.

As the primary producer of an assortment of tea, India is the ideal destination for
all tea enthusiasts.
THE HISTORY OF TEA DRINKING IN INDIA

The documented evidence according to the history of tea drinking in India dates
back to 750 BC. Tea in India is generally grown in the North Eastern regions and
the Nilgiri Hills. Having evolved since those early days, tea drinking in India has
now come a long way. Today this nation is proud to be one of the largest tea
producers in the world. Buddhist monks in India have used tea for its medicinal
value since thousands of years.

According to a very interesting legend, the history of tea drinking in India began
with a saintly Buddhist monk about almost 2000 years ago. It so happened that
this monk who later became the founder of Zen Buddhism, decided to spend
seven sleepless years contemplating the life and teachings of Buddha. While he
was in the fifth year of his contemplation and prayer, he almost fell asleep. He
took some leaves from a nearby bush and began chewing them. These leaves
revived him and enabled him to stay awake as he chewed on them whenever he
felt drowsy. Thus he was able to complete his penance for seven years. These
were the leaves of the wild tea plant.
This engraving of 1850 after Thomas Brown shows the processing of tea
from seed to final drying.

As per the history of tea drinking in India, local people used to brew and drink tea
using the leaves of the wild native tea plants. Since that time, different varieties
of tea have emerged; the most famous among them is the Darjeeling tea. The
commercial production of tea in India was started by the British East India
Company and vast tracts of land have been exclusively developed into tea
estates which produce various types of tea.
In the 16th century, the people of India prepared a vegetable dish using tea
leaves along with garlic and oil and the boiled tea leaves were used to prepare a
drink as well. The first Tea Garden was established by the British East India
Company by the end of the 19th century after the Company took over tea
cultivation in Assam, a region in the North Eastern part of India.

One of the most popular snippets related to the history of tea drinking in India
dates back to the 19th century when an Englishman noticed that the people of
Assam drank a dark liquid which was a type of tea brewed from a local wild plant.
In the year 1823, a Singpho King offered an English Army Officer tea as a
medicinal drink.

Tea drinking has evolved in different ways over the years in India and differs from
region to region. First thought of as the drink of the Royals, tea has now become
the favorite of the common man as India leads the world in tea drinking. From the
humble roadside tea stalls and the railway platforms to the boardrooms of
corporate India, tea is easily available. The cup of sweet and refreshing chai
available in teashops or train stations to the masala teas of North India, the
variety of brews available is numerous.

According to the records, Assam tea is named after the region from where the
tea comes and has revolutionized the tea drinking habits of the Indians. Most
Indians drink tea with milk and sugar. Traditionally, a guest in any Indian home is
welcomed with a cup of tea.
EXECUTIVE SUMMARY

Tea is globally one of the most popular and cheapest beverages with major
production centres in India, China, Kenya, Sri Lanka, Turkey & Vietnam. The tea
industry is one of the oldest organized industries in India with a large network of
tea producers, retailers, distributors, auctioneers, exporters and packers. Total
tea production in the world has exceeded 4 billion kgs with India producing about
1 billion kg of tea. During 2008 to 2013, black tea production in India increased at
a compounded annual growth rate (CAGR) of 1.6% while consumption rose at a
CAGR of 2.3%. India's total annual tea production in 2013 is estimated at 1200
million kgs out of which 65%, approximately 850 to 900 million kgs, is produced
by the big tea gardens while about 250 million kgs tea is produced by small tea
growers with land area ranging from 2 to 20 hectares. Tea export has remained
flat over the years due to increasing competition in the global market and
declining quality of tea produced in India. Thus the prices in the industry are
expected to be stable with domestic consumption expected to be rising steadily.
THE INDIAN TEA INDUSTRY 3 TEA MARKET OVERVIEW The Tea Industry in
India derives its importance by being one of the major foreign exchange earner
and for playing a vital role towards employment generation as the industry is
highly labour intensive. India is the second largest producer of tea in the world
and contributes to around 30% of the global tea production. The market size of
tea is estimated to be approx. `10,000 Crore with a penetration of more than 90%
in the domestic market. With an export of approx. 210 million kg of tea, India
stands as the fourth largest exporter of tea in the world with China ranking at the
first position. The tea sector in the country is largely organized since 72% of the
total area under tea cultivation and 74% of the total production comes from the
organized sector. Tea in India is grown over an area of 600000 hectare (ha)
which accounts for 16% of the total area under tea cultivation in the world. The
Indian tea industry is having thousands of tea gardens spread across various
states of India. In West Bengal and Assam there are around 8,500 tea estates,
while in the southern states of Kerala, Karnataka and Tamil Nadu there are
another 5,500 tea estates. Assam produces over half of India’s tea and accounts
for over 12% of the annual global tea yield, according to ASSOCHAM. Market
Segmentation Indian tea market is huge with large number of local and regional
players. With the passage of time and due to change in the consumption pattern,
there has been diversification and value addition in tea production. In India, tea is
consumed in two forms: packaged (branded) or loose. While a major share of the
market is of loose tea suppliers, branded tea manufacturers are also fast
increasing their market share. The demand for packet tea is driven by rising
consumer incomes, quality of tea and product diversification with flavoured tea
production. The share of CTC tea constitutes 80% of the tea market followed by
Orthodox Tea &Darjeeling Tea. Apart from them there are also a variety of
flavoured teas such as green tea, earl grey tea, jasmine tea, ginseng oolong,
masala chai, green lemon tea, etc. THE INDIAN TEA INDUSTRY 4 CTC (cut,
twist and curl) tea is the major contributor in the tea market segment but with the
increasing consciousness on the health issues, green tea sales are picking up.
Specialty tea market in India is growing at the rate of 25% annually. Tea
Production to remain stable Tea production is expected to inch up marginally
higher than last year in 2013-14 on account of better productivity from North
India. India is the second largest producer of tea in the world with a 25% share of
total production, but the country consumes 75-80% of its own production. Annual
production of tea in 2013 stood at 1200 million kg, with North India accounting for
79% in total production and the rest coming from South India. Tea production in
India in 2013 grew by 6.5%with a production of 1200 million kgs as compared to
1,126 million kgs in 2012. The production increase had little impact on exports as
the majority of this tea was CTC grade and effectively all was consumed by the
fast-growing domestic market. Figure 2: Trend in the production of Tea in India 0
200 400 600 800 1000 1200 2009-10 2010-11 2011-12 2012-13 2013-14 (Apr-
December) InMillion Kg Tea Production Trend in India North India South India All
IndiaTHE INDIAN TEA INDUSTRY 5 Although tea is produced in 14 States in
India, five of them—Assam and West Bengal in North India, and Tamil Nadu,
Kerala and Karnataka in South India account for over 98% of India‘s tea
production. Price Realisation In India more than 50% sales of tea is routed
through auction at various auction centres located in North & South India. Tea
generally moves directly from factory either to auction centre for sale or for direct
sale to national or international buyers. Auction buying is much more fragmented
and there exists a sizable gap between wholesale and retail prices. There is also
a clear seasonality in prices of tea within a year. Another of the variable
explaining the variance in auction prices is unit export price. Higher export price
raises the bar/loungegaining position of sellers at auctions. Export volume also
has an influence on the price formation at auctions as higher export reduces
domestic availability and hikes up domestic price. Further, lots offered and
quantity sold is inversely related with average price realization at auction.
Tea Production to remain stable
Tea production is expected to inch up marginally higher than last year in 2013-14
on account
of better productivity from North India. India is the second largest producer of tea
in the world
with a 25% share of total production, but the country consumes 75-80% of its
own production.
Annual production of tea in 2013 stood at 1200 million kg, with North India
accounting for 79%
in total production and the rest coming from South India.
Tea production in India in 2013 grew by 6.5% with a production of 1200 million
kgs as
compared to 1,126 million kgs in 2012. The production increase had little impact
on exports as
the majority of this tea was CTC grade and effectively all was consumed by the
fast-growing
domestic market.
DRINK OF GOOD HEALTH
Tea is commonly consumed as a stimulant and as a refreshing drink at different
times of the day. Besides its immediate benefits, tea provides invaluable long
term benefits to the human body, which are a subject of ongoing research. All
four varieties of tea – black, green, white and oolong – possess remarkable
disease fighting properties.
First of all it is critical to understand these different tea varieties. While all of them
come from the same tea plant, the difference between these varieties lies in their
processing methods.
For preparation of green tea, the leaves are withered and then steamed or pan
fired, before they are rolled and dried. This tea undergoes very little oxidation.
Green tea constitutes of catechins (catechin, epicatechin, epigallocatechin,
epicatechin gallate, epigallocatechin gallate) in monomeric form.On the other
hand, during black tea manufacturing, both withering and fermentation are
carried out. As a result of the oxidation process, the monomeric catechins in
green leaves are converted to theaflavins (dimeric form) and thearubigins
(oligomeric form) during manufacture of black tea. Flavonoids like kaempferol,
quercetin and myricetin glycosides are present in both green and black tea.
During the preparation of oolong tea, the leaves are partially fermented. White
tea is prepared with the least processing. Immature tea leaves are picked just
before their buds open completely. The name comes from the silvery fuzz
covering the buds that becomes white after drying.
Scientific research has established a strong connection between black tea
consumption and health. The human body creates millions of free radicals
(molecule/atom with unpaired electron in its outer orbit) on a continuous basis in
order to carry out its metabolic process. They need to be checked by antioxidant
enzymes in the body or antioxidants in the food that we eat. Excessive presence
of free radicals disturbs this balance and causes cell damage that leads to most
chronic diseases like arthritis, emphysema and bronchitis, atherosclerosis or
heart disease, peptic ulcer in the stomach, type 2 diabetes, kidney problems,
liver problems and also aging, which includes wrinkling of skin.
Black tea polyphenols neutralise the effect of free radicals. It also has fat burning
properties that help boost body metabolism and reduce appetite. Polyphenols in
black tea help in the prevention of viral, bacterial and inflammatory reactions.
Dimeric and oligomeric catechins present in black tea improve insulin signalling
and glucose control that is beneficial in protecting the body from damages
caused by excess blood sugar after the onset of type 2 diabetes. Black tea is
also a vital defence against cancer and cardiovascular diseases. It has L
Theanine, which improves alpha brain wave activity, thereby aiding in relaxation
and bringing down stress.
Just like black tea, green tea is also rich in antioxidant polyphenols - catechins,
flavonols, theaflavins and thearubigins. The most significant departure is the
catechin epigallocatechin gallate (EGCg), which is found in its highest
concentration in green tea and has been found to be a powerful antioxidant. In
addition, EGCg has the ability to destroy cancer cells without causing any harm
to healthy tissue as well as lower LDL cholesterol and controlling the abnormal
functioning of blood clots. It’s also been found to be good for bone health, oral
health, weight loss and improvement in brain function.
Oolong tea shares common characteristics with both black tea and green tea due
to its manufacturing process. It is more suitable for people who prefer a low
caffeine option. White tea is considered to be a far greater source of antioxidants
than green tea because the leaves undergo minimum processing.
 BENEFITS OF DRINKING TEA

So put down those saucer cups and get chugging — tea is officially awesome for
your health. But before loading up on Red Zinger, make sure that your “tea” is
actually tea. Real tea is derived from a particular plant (Camellia sinensis) and
includes only four varieties: green, black, white, and oolong. Anything else (like
herbal “tea”) is an infusion of a different plant and isn’t technically tea.

But what real tea lacks in variety, it makes up for with some serious health
benefits. Researchers attribute tea’s health properties to polyphenols (a type of
antioxidant) and phytochemicals. Though most studies have focused on the
better-known green and black teas, white and oolong also bring benefits to the
table. Read on to find out why coffee’s little cousin rocks your health.

1. Tea can boost exercise endurance. Scientists have found that the
catechins (antioxidants) in green tea extract increase the body’s ability to burn fat
as fuel, which accounts for improved muscle endurance.
2. Drinking tea could help reduce the risk of heart attack. Tea might also help
protect against cardiovascular and degenerative diseases.
3. The antioxidants in tea might help protect against a boatload of cancers,
including breast, colon, colorectal, skin, lung, esophagus, stomach, small
intestine, pancreas, liver, ovarian, prostate and oral cancers. But don’t rely solely
on tea to keep a healthy body — tea is not a miracle cure, after all. While more
studies than not suggest that tea has cancer-fighting benefits, the current
research is mixed.
4. Tea helps fight free radicals. Tea is high in oxygen radical absorbance capacity
(“ORAC” to its friends), which is a fancy way of saying that it helps destroy free
radicals (which can damage DNA) in the body. While our bodies are designed to
fight free radicals on their own, they’re not 100 percent effective — and since
 damage from these radical oxygen ninjas has been linked to cancer, heart
disease and neurological degeneration, we’ll take all the help we can get.
5. Tea is hydrating to the body (even despite the caffeine!).
6. Drinking tea is linked with a lower risk of Parkinson’s disease. When considered
with other factors like smoking, physical activity, age and body mass index,
regular tea drinking was associated with a lowered risk ofParkinson’s disease in
both men and women.
7. Tea might provide protection from ultraviolet rays. We know it’s important to limit
exposure to UV rays, and we all know what it’s like to feel the burn. The good
news is that green tea may act as a back-up sunscreen.
8. Tea could keep waist circumference in check. In one study, participants who
regularly consumed hot tea had lower waist circumference and lower BMI than
non-consuming participants. Scientists speculate that regular tea drinking lowers
the risk of metabolic syndrome (which increases the risk of diabetes, artery
disease and stroke), although it’s important to remember that correlation does
not equal causation.
9. Regular tea drinking might also counteract some of the negative effects
of smoking and might even lessen the risk of lung cancer (good news, obviously,
but not a justification for cigs).
10. Tea could be beneficial to people with Type 2 diabetes. Studies suggest
that compounds in green tea could helpdiabetics better process sugars.
11. Tea can help the body recover from radiation. One study found that tea
helped protect against cellular degeneration upon exposure to radiation, while
another found that tea can help skin bounce backpostexposure.
12. Green tea has been found to improve bone mineral density and strength.
13. Tea might be an effective agent in the prevention and treatment of
neurological diseases, especially degenerative diseases (think Alzheimer’s).
While many factors influence brain health, polyphenols in green tea may help
maintain the parts of the brain that regulate learning and memory.
BUSINESS PLAN

Chai-Biskut is a tea bar/lounge conceptualized to target youth and tea lovers.

Provided with excellent ambience and more then 100 varities of tea to cater to
the taste buds along with popular snacks such as Samosa, Sandwitches,
Burgers and cookies to die for it’s a safe and a cool and happening place to hang
out. Be it a friends get together or a professional meet over tea, we provide you
the requisite environment and platform. From Books to games to play and
magazines, you name it we have it all. If we do not have the demanded item. You
name it and we promise that next time you visit the bar you will find it. We get our
staff chosen from a strenuous process and highly trained to effectively engage
with customer to his utmost satisfaction.

It has been noticed that 90 % of India is tea lover and with handful of such tea
joints. College students have no way other then drinking tea at the local tea shop
and they cannot afford the high end cafes. We have decided to cater to the
middle class and give them the all executive experience they would have met in
executive lounges. Moreover for corporate executives we have the AC Lounge
with separate smoking zones.

The Following report contains the all out business model from setting up to the
operational aspect of the Chai-biskut bar/lounge.
It has self serving mode where each table is provided with ipad or ordering
kiosks. A customer orders his order the same is received at the counter and the
customer receives confirmation of his order. Once the order is ready he collects
the same after paying the bill at the counter.
INDUSTRY DYNAMICS

1. . Tea Bar/lounge Saath of jaaye Biskut or Chaai….. –

2. Despite its fluctuating position in the world market, India is a key source for
tea as well as the larest market¬Tea Industry has seen a lot of changes in
the past few years, the world’s largest tea producer, India, lost its position
to China for the first time, in the last 110 years. ¬More than 30 countries
grow tea. ¬Tea is one of the most popular and widely consumed hot
beverages worldwide. ¬INTRODUCTION

3. During the same year, India's third largest packaged tea maker, Wagh Bakri
opened its tea lounge in suburban Area.¬In 2008, Tata Tea opened the first
outlet of Chai Unchai, a tea chain, in Bangalore with similar intentions. That
venture ran aground after a few years. ¬As of today, there are over 1,870 cafes
in the country. In comparison, there are just 41 tea lounges or cha bar/lounges in
India. Thanks to Barista, Cafe Coffee Day have done a great job of popularising
coffee consumption in India. ¬Indians consume over 9 lakh tonnes of tea per
year, compared to 80,000 tonnes of coffee expected to go up to Rs 33,000 crore
by 2015 ¬MARKET SCENARIO

4. "There is a need to open tea bar/lounges.¬The flavoured tea market in India is

growing at the rate of 25% per annum. Demand is increasing as consumers are
experimenting with varieties and flavours ¬

5. THE COMPANY • Our Tea Bar/lounge designated as Chai-Biskut is going to

begin its journey from Bangalore • We will be serving different Flavors of Tea. •
We are looking forward to make this Tea bar/lounge A good place to hangout for
the youth with its Colorful and Vibrant ambience. • We also look forward to cater
corporate meetings and conferences. • It has four pronounced owners with equal
rights and duties towards our company. • The company will be looking forward to
make a difference in the minds of our customers.

6. TAG LINE Saath ho Jaaye Biskut or Chaai….. LOGO

7. MISSION TEABAR/LOUNGE Chai-Biskut aims to offer high quality and a

wide range of tea products at a competitive price to meet the demand of the
middle- to higher-income local market area residents and tourists.
8. A unique design of our TEA BAR/LOUNGE that will be both visually attractive
to customers¬OBJECTIVES & Marketing strategies aimed to build a solid base
of loyal customers , as well as maximizing the sales of our products.¬Employees
training to ensure the best Tea preparation techniques. ¬designed for fast and
efficient operations.

WE SERVE ….. HOT TEA

Regular tea/Cutting Chai

Tea with or without milk with following flavours

Lemon, Mint, Eucalyptus, Honey, ginger, Cinnamon, Mirchi, Pepper, Black,

Elaichi, Masala Tea, Green Tea, Clove Tea, Customized tea, Dual Tea,
Darjeeling Tea, Assam Tea.

Asparagus tea, Chocolate tea

Iced tea/cold flavours

Lemon, strawberry tea, Cranberry, pineapple, mango tea, Remix : Raspberry

iced tea ,Green apple , Lychee iced tea, Peach iced tea ,Lemon iced tea ,
There is huge untapped market in retail segment of tea Bar/lounge and
importantly people are in need of such kind of tea joint. Once we have captured
the market in and around Bangalore, we will start focusing and start with
research on the neighbouring states.
We are into a low restaurant segment so emphasis would be laid to not
compromise with quality and entire items would be procured at least possible
price. Regular checks would be conducted to ensure that the quality is
maintained.

Crockery and utensils can be purchased from the local wholesale market .

The same would be replaced time to time once a year or twice depending upon
usage.

BOOKS & GAMES

Books and games such as chess and snake ladders would be procured from
local vendors as well as online stores.
 TRAINING

For any successful business it is important it has trained and experienced

hand at work. For Chai-Biskut it is necessary that all the staff including waiters
and house keeping and counter billers and kitchen staff is properly trained prior
to their induction further the same would be periodically done to ensure that they
remain committed to their customers. After all M K Gandhi has said we are
dependent on customer he is not dependent on us.
IT and Marketing Team would be responsible for managing online presence of
Chai-Biskut. I.e managing Social media pages writing blogs and maintaining
website.
MARKETING STRATEGY

Chai-Biskut is a youthful brand by youth for the youth. Therefore our main focus
is on our targets i.e Youths.

Now to be a successful venture we need clear defined segments and the

targeted audiences: as mentioned below:
TARGET AUDIENCE

STUDENTS

TEENS: These are school going students with limited money often coming as
pocket money. They want to hang out with friends and enjoy. They look out for
places which cost them less and serve them more.

YOUTH: These are young college going students. Study oriented and like to
hang out as friends and couples and in groups. Have low or medium income.
They look out for an ambience like high end café and a price of local tea joint.
They are our major target consumers.

WORKING PROFESSIONALS

EARLY BIRDS: These are the people who have just been in industry 0-5 years
have a high disposable income readily outgoing like to work hard party harder.
Often take tea breaks they are very less sensitive to the price their major
requirement is catering ease and ambience. Our another major target.

We would like them to take tea break at Chai-biskut.

MATURE: These are married working professionals who only like to go out with
their spouses or for meetings.

TARGET AUDIENCE

The Students and early birds are our target audience. Students of all category
and youth would be targeted.
WiFi and Books to read would be provided free however if any customer intends
to purchase the same. The same would be chargeable as per the MRP. Further
we could keep souveniers in forms of cups and other items which would be
saleable.
Free meal at Chai-Biskut.
In Store promotion: Time to time we will decorate our premises on occasions
such as festivals and other important occasions. We will also organise different
events to engage audiences.

Loyality Program: Customers would be provided with an option where they can
sign-up for Chai-Biskut Card. They will have extra benefits through these cards
i.e like 10% off on every order, preference over other customers, free tickets to
any events organised by Chai-Biskut, privilege to rent books.
FINANCIAL ASPECTS

• Legal formalities : 15000 Rs • Deposit : 300,000 Rs • Rent : 25,000 Rs/ month •

Furniture : 60,000 Rs…sofa , tables chairs. • Equipment : 1,80,000…..AC,
refrigerators ,stereo , computer. • Interiors : 1.5 lakh…lights , wall painting and
wall papers,glass , tiles etc • Kitchen equipment : 80,000 …mixers , cutlery , cups
, plates ..etc

Monthly expenses : 60,000 Rs Startup capital : 6,50,000 Rs Financial Aspects..

• Advertisement : 75,000 Rs • Supplies : 20,000 Rs / month • Bills and
maintenance : 6000 Rs / month • Salaries : 30,000 Rs / month
OTHER IMPORTANT POINTS

Growing demand for Tea shops OPPORTUNITIES THREATS¬ Attractive

location ¬ Customer based loyalty ¬ Warm and welcome atmosphere ¬ Offers
many variety of tea ¬ Economic Price ¬Competition from Big Players or coffee
house (Starbucks, CCD’s , Barista..Etc) ¬Local Tea Shops ¬Product line
expansion ¬Expansion in other cities ¬Risk of new market ¬ New management
staffs ¬Lack of awareness ¬SWOT STRENTHS Weakness

Demographic-Young professionals, Adults, Students. Gender: both Income: high

end and middle. segmentation • Selective marketing Targeting STP

Gifts Promotion¬Social networking sites ¬Tea Bar/lounge Events ¬Local Radio

Channels ¬Print Materials (Pamphlets , Posters ..etc.) ¬Local Cable Channels ¬

THE SHOP’S TABLES AND CHAIR. The furniture shall make our customer feel
comfortable. It shold also have a claming effect on the ambience and has to be
trendy at the same time.

WALL DECORATIONS “Memorable Moments” will be the name of the wall. The
wall may feature photographs of customers with entrepreneurs. Famous
personality visiting the bar/lounge. This is white paper-hanging wall with cute
sticky notes where we create chances for customers to draw or write whatever
they want to capture their memorable moments. Moreover, we have the photo
taking service for our customers. After taking, photos will be uploaded on our
shop’s Facebook and Twitter for customers to download and share it with their
friends.¬BUSINESS SOLUTION

STRATEGIES

1. Social aspect Feasibility Scalability Pain points to be addressed Magic potion

Organization structure The size of market opportunity Target customer Impact

2. Changethe image of tea from poor man’s drink to standard level. Attract
health conscious customers and increase demand of tea customers, Change
mind of people From coffee to tea. Take tea to the level of Coffee.
3. Business professionals who can arrange meeting or can conversation in our
Tea arcade. Health conscious customers, Youngsters, Tea lovers.

4. Consume nearly 25% of global tea production in our country. Nearly 90

percent of Indian households are regular tea drinkers. Indians consumes 9 lack
tones of tea every year

5. General manager Supply chainFinance Marketing And operationsmanager

manager manager Store manager Store employees

6. Great teas require particularly pure and hard clays to extract all their fine
flavors. And average teas are better served by more porous clays that can hide
their defects so we use Tea pots. According to our plan, If we open specialize
Tea in air conditioned arcade which is different from traditional stores and
provide delightful service and amazing store appearance and comfortable facility.
In our country, we don’t have any Specialize tea shop or rarely available like
coffee shop we see everywhere

7. Fast delivery within 6 minute of order. We train our employees to delight our
customers by our service We more concentrate on service of our customers, Use
purified water for making tea and drink. We use different teapots for serving and
give rich experience to our customers.

8. We create our outlet interior and look as such a manner that people attract
towards it and provide comfortable seat for tea lovers so they do not only enjoy
tea but feel relax and like to spend time there.

9. Apart from traditional tea we will provide Black Tea, herbal tea, Oolong
tea,Rooibos tea, white tea and more than 40 varieties of tea provide to our
customer- which are not available in our country Traditional tea stores and our
aim is to make a product differentiation from the rest of competitor. Increase
awareness of Moderate intake of tea and how it helps in heart disease and
diabetes. Sugarfree tea for diabetes patient To give Rich experience for tea
lovers as per preference and budget.

10. Customers experience something new in our in each visit by our valuable
service. We always try to fulfill wants and requirements of our customers and
delight the customer by our best service. According to customers feedback and
suggestion we modify our products and strategy. According to our expectation
Demand will not be fall in future in India. As a 90% households are regular tea
consumers.

11. We decide price as per our cost and also consider customer budget. Market
segment is large. It will be profitable. It is feasible within the estimated cost.

12. It not only helps combat heart-related ailments but also lowers
cholesterol,protects the skin, keeps cancer at bay, strengthens bones and teeth,
and contains no calories Increase awreness of Moderate intake of tea-which
Health benefits involve in it. Employment creation- less educated people can get
employed, no specific degree required. “Think green” – pollution free.
OUR USP (Unique Selling Point)

Keeping in view the competition from the other big players in high end café chain
segment and from local tea joints. We will ensure that we provide the Quality and
ambience associated with the high end café and the price to give local joints a
run for their money. This unique model is our USP and the service which would
be unmatched in the industry. We will make your tea experience a memorable
one each time you sip it.