Any time is tea time – The journey & Jugaad Strategy of Chai Sutta Bar

Any time is tea time – The journey of Chai Sutta Bar

Chai keeps us warm in the winter. A steaming hot plate of pakodas and chai serve as the perfect evening snack during the rainy season. Basically, any weather is good weather for chai.

The journey of Chai Sutta Bar, from a single location in Indore to more than 400 locations throughout India.

Anubhav Dubey and Anand Nayak, who come from a traditional middle-class family in India, were hard at work studying for competitive examinations. But fate had other plans, and the duo started their own business, Chai Sutta Bar.

Two childhood friends capitalised on their passion for tea by creating the Chai Sutta Bar (CSB) brand, which currently generates over Rs 150 crore in yearly sales. Anubhav Dubey and Anand Nayak founded the Indore-based business in June 2016; it now has over 400 locations spread across 190 cities. Dubai also hosts one of their stores.

About Founder:

Anubhav Dubey, one of India's most successful and young businessmen, is a founder of CHAI SUTTA BAR. He was a student at Maharishi Vidya Mandir until the eighth standard and was from Rewa, Madhya Pradesh. Anubhav thereafter completed his higher education at Indore. After completing his studies at Renaissance College of Commerce and Management, he headed to Delhi for preparing for UPSC (Union Public Service Commission) examinations in 2016. He put up the effort to study and showed up for the test, but he was unable to pass it.  

The founders created numerous jugaad strategies to market their brand because they lacked marketing money.

• After many research, they found a small shop that was available for rental. The USP was - Anubhav opened his first store near a girls hostel , he thought that once a crowd of girls gathered, boys would come automatically. 
• To save money, they did the interior work ourselves. They created a bar-like atmosphere and served tea in kulhads (clay cups).
• He invited his friends to his shop and said that sit here comfortably all day long and have free snacks and tea here. Due to this dummy fake crowd , more people started stopping by and that’s how they attracted customers. 
• They started talking everywhere they went, Chai Sutta Bar was a topic of conversation. Have you heard of the Chai Sutta Bar, a brand-new establishment? It's pretty good.

“Things got rolling to such an extent that within three months we started our second franchisee outlet,” says Anubhav