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CHAAYOS

Presented By:

Krishna Mahajan

Summer Intern (JUNE-JULY)

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Introduction

.

Born

2012

Thrive

On 5h

November

2012

40-45k non

unique

customers

Rated

4.3 on

Zomato

Capture

Indian

market

Chaayos, a chai-cafe chain offering more than 25 varieties of tea

customised in over 12,000 ways. Each Chai is handcrafted and

made upon order. The variety of teas which Chaayos offers

ranges from Indian chais like Paani Kum Chai and

Kashmiri Kahwa to international favourites like Camomile

tea and Moroccan Mint tea.

“Chaayos aims to be India’s biggest chai (brewed tea)

company. We would be present across formats and forms,

to be on the consumer’s radar, every time she thinks

about chai,” said Raghav Verma, co-founder at Chaayos

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Analytical Operations

(Week 1-2)

Location Hunting

(Week 5-6)

Marketing Operations

(Week 3-4)

STINT OVERVIEW

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ANALYTICAL

OPERATIONS :

Observing & Analyzing :

1.production time

2.dispatch time

3.delivery time at the delivery outlets

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Observations

Production time

Documenting the time ,from when the order is

taken to when the tea is poured in boxes & is

ready for dis-patchment

Delivery

Documenting the in-time & out-time

of delivery boys .

Dispatch time

Documenting time ,from production till when

the order is ready for delivery.

1-Proper address or contact no is not

entered in kitchen order ticket

2-Lack of packing boxes

3-There was only one guy in dispatch

department which results in confusion

during 2-3 orders at the same time

4-FIFO is not followed completely

5-Many time delivery boys are caught by

cop

6-Gurads not allowing delivery boys to

enter in building as they do not have

proper Icards or any other company

identity

7-Delivery boys avoid deliveries many

times

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0

10

20

30

40

50

60

Tim

e(M

ins)

Delivery Time Vs Delivery Locations

TOTAL TIME 1(4TH JUNE)

TOTAL TIME 2(5TH JUNE)

TOTAL TIME 3(6TH JUNE)

Analysis

• Time taken to deliver on 4th

June is maximum

• Time taken on 5th&6th June

was comparatively less due

to following reasons:

Briefed store team on

regular basis related to

production & dispatch

Increased the morale of

delivery boys

Executed reward activities

INITIATIVES IMPACT

LEARNINGS

• Briefed store team on regular basis

• Helped them in dispatch

• Motivated delivery boys to do their work properly

• Successfully executed few reward activities

• Importance of time

• Operational structure of

chaayos

• Understood customer

perspective

• Understand workers

perspective

• Production time decreases in peak hours

• Time of dispatch is

improved

• TAT of delivery boy

decreased

MARKETING

OPERATIONS

Shortlisting

companies and

offering corporate

tie-ups

Customer feedbacks

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ACTION PLAN :

TARGET CAMPAIGN IMPLEMENTATION

• Targeting the crowd who

visits Starbucks, CCD,

Barista frequently

• Targeting customer

between 20-35 years

• Setting up a meeting

with the H.R, Director of

the company

• Justifying the price of tea

• Offering monthly

subscriptions , hosting

special company events

• To create awareness

about our brand

• Convincing companies

for corporate tie-ups

Shortlisting Companies on

the basis of-

Target segmented crowd

Proximity to the delivery

outlets

Companies with large

employee

base for bulk orders

• Organizing free

sampling events in

MNC’s

• Providing first

orders for free

• Offering 50%

discount on further

orders

ANALYSIS STRATEGY

• Generating awareness

and driving traffic

• keeping up with market

trend and strategies

• keeping up the quality

consistently high

• We should improve

our app delivery

quality

• We should keep our

social media

platforms up-to date

related to customer

offers and new

outlets

SuggestionsChallenges

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Customer FeedbackThe concept is very different

.I am not a tea lover but still

your tulsi “ADRAK CHAI”

is awesome” by Akriti

employee of united lex

(Akriti , United lex)

Excellent products...service

can be a bit faster though!

Otherwise great

experience...

( Rajotavadas Gupta)

You could improvise on

App delivery quality. I like

the menu quality and your

technique of chai making at

your outlets though! keep it

up guys!

(Astha Bhalla)

Loved the "desi chai" and vada

pao..Awesome , need to have

my evening tea from there only

..totally in love with your desi

chai

(Neeti Chellani)

LOCATION

HUNTING :

Shortlisting location

Area survey

Area mapping

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GUIDELINES FOLLOWED

• Finding locations for new delivery outlets in areas like Chakarpur,UdyogVihar

• Targeting to cover maximum area of Gurgaon

Area Survey.

Mapping areas according to nearby

outlets , concluding that all delivery

outlets are covering maximum area

of Gurgaon region

.

of Gurgaon area is covered so that

every MNC EMPLOYEE is now able

to enjoy chaayos tea at their own

workplaces

90%

Shortlisting LocationsArea Mapping

• Group of 8 people were divided into 4 different teams and

were distributed in 4 zones.

• Each team was assigned following tasks:

Note down the address of each building

To check if the building lies in the radius of 5km

To note down the total time taken from delivery outlet to

the building

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SUGGESTIONS

Pick up the locations carefully where we can make our outlet favoring our

required conditions

Pick up the location from where we can target major and maximum

multinational companies

Location should be selected to keep delivery time minimum

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THANK YOU