Bhopal’s Anubhav Dubey founded Chai Sutta Bar with
his two friends Anand Nayak and Rahul in 2016 with an investment of only Rs. 3
lakhs. Anubhav was preparing for IAS at that time in Delhi but quit the UPSC
dream after getting a call from his friend Anand whose garment business was not
going well. They thought of starting a real estate business first but after
much brainstorming, Anubhav and Anand decided to set up a tea shop and chose a
corner place at Bhanwar Kuwa Street bang opposite a girls’ hostel in Indore.
The rent of the place was Rs. 18,000 per month. It had a huge tree and was perfect for the kind of look they had visualized for their business. They did not employ any staff at that time and saved on labor charges by doing most of the work themselves. They have painted the place, rented second-hand furniture, and made a basic signboard all by themselves. They could not afford a digital signboard for their business at that time. The first employee Manoj was appointed with an assurance of salary only if the business picks up.
The saga of their success started with their first
marketing strategy of distributing free tea to everyone on their inauguration
day. They had taken help of various marketing gimmicks like going around town
talking about how this new chai point named ‘chai sutta bar’ had got a really
good variety. They also called their school and college friends in Indore to
come and pay them a visit. Gradually, the place started buzzing with a young
crowd, as the girls from nearby hostels found it a cool place to hang around.
Their next strategy was shifting from paper cups to
kulhad (earthen pots) with a tagline “priceless chuski from desh ki mitti
(priceless sip that delivers a taste of your country)”. They serve seven kinds
of tea, including chocolate flavor which was much loved by the youngsters.
Apart from the traditional tea, they serve ginger, rose, cardamom, betel leaf,
saffron, basil, and spice tea. The price ranges between Rs 10 and Rs 200 for
tea as well as other items available, such as Maggi, Sandwiches, and Pizzas.
The wheel of success took a fast pace and three months they started their second franchisee outlet. Today, CSB has 165 outlets all over India in 70+ cities with around 18 lakh customers across the country, and 3 outlets in Oman, Nepal, and Dubai respectively. Before giving the franchise, they provide 15 days of training to the outlet openers. Anyone can get the franchise with an investment of 1 to 3 lacks but 12 to 15 lakh rupees are required to set up the entire shop. The turnover of the company grew from 3 lakhs to 100 crores. This success is not only beneficial in employing 100 people but by serving a minimum of 3 lakh Kulhad's a day, it also created work opportunities for 250 potter families who make kulhads or earthen cups for their outlets. The vision of Chai Sutta Bar is to make it an international brand that describes the goodness of Indian tradition. CSB is looking forward to expanding its franchise all over India by opening at least 200+ outlets to fulfill the market demand for hygienic tea.
On the occasion of International Tea Day, CSB
announced the launch of its #TEAforPositiviTEA Campaign. The brand wants to
spread positivity during the gloomy time of this pandemic. The campaign will be
executed in three phases where CSB will roll out the initiative on its Digital
platforms with the Directors themselves spreading the ray of hope and idea of
positivity. The brand is famous for hiring workforce who are neglected in
society. Through this campaign, the brand will not only aim to extend a helping
hand to the orphans, differently able and people from below the poverty line
section of the society, but will also generate employment opportunities for
them.
No comments:
Post a Comment