The Chai Point ACQT: Brewing Tradition and Technology for Success

  • Sindhu Shantha Nair Christ University, Karnataka, India
  • S.P. Smritika Canada
DOI: https://doi.org/10.34293/management.v9i1.4066
Keywords: Chai point, Tradition, Technology

Abstract

The unique selling proposition of Chai Point was a combination of Access, Convenience, Quality and Turnaround time (ACQT). The route map of Chai point is quite interesting; in 2009, the idea surfaces, 2010 it becomes a reality and by 2011, around 10 Chai Point Stores are opened in Bangalore, 1 million chai cups were sold and add-on products like Vada Pao and Samosa were introduced. In 2014, Chai on call, Website, mobile app were launched and went on cloud. In 2015, Fidelity invests $10mn and in 2016, PrioriTea mobile wallet, reward program and boxC were launched. By 2017 they were able to open 97 outlets across Bangalore and are venturing into other cities. The growth propositions of Chai Point were innovation and consistency.

Published
2021-07-01
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How to Cite
Shantha Nair, S., & Smritika, S. (2021). The Chai Point ACQT: Brewing Tradition and Technology for Success. Shanlax International Journal of Management, 9(1), 17-19. https://doi.org/10.34293/management.v9i1.4066
Issue
Vol 9 No 1 (2021)
Section
Articles

Copyright (c) 2021 Sindhu Shantha Nair, S.P. Smritika


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