+the chai story
Presents
A Business proposal
the problem As Einstein once said “I fear the day when
those smart-phones changes how we think
technology will surpass our human interaction.
and change our behaviour. This is defined as
The world will then have a generation of
Ontological Designing. “We design our world,
idiots.”
while our world acts on us and designs us.” Anne Marie Willis.
That world has started to unfold. A world where we depend on technology. Where the
Exploring is our nature. We want to learn and
technology is pushing us away from our roots,
discover until we are able to better comprehend
away from the nature. A world where we have
not only the world but also ourselves. And in
started to follow the same pattern. When once,
this space and time, we are co-evolving with
every new day was a new journey, it was
the technology. People use technology to extent
timeless. Now, the days are scheduled. We live
their capacity in the world. To extent their
it the same way we lived it yesterday. When we
communicative abilities.
should be doing what we want, being where we want to be.. we choose to stare at a screen.
Yet, We have become disconnected. The power and will to communicate with one another in
Idolising people we never met. We witness
the real world is gradually fading away.
extraordinary on the screens but quite ordinary every where else. We mirror the environment
This project aims at restoring that ability,
we
the true nature of exploring and learning via
create. We built the tools but then the tools
interactions and conversations, and not in the
build us. We built these smart phones and then
virtual world.
+ The solution Belonging to a continental sized country, India, full of diversity in cultures and religions, I got my inspiration from the chai culture already existing in every part of the nation. The common love for chai has kept intact the its magic of inspiration which always keeps the spirits high. Finding a fusion between the existing English tea tradition and the chai culture of India, this project revolves around the idea to introducing a chai cafe to the people of United Kingdom, as an effort to help going back to the basics. Interactions.
chai Chai is a tea based beverage that came about at the turn of the century, a time when tea drinking was an elite affair. At that time, the locals had to make do with the dust from tea leaves to make their brew. Finding the flavour strong, they began to add milk, sugar and spices to suit their tastes and that’s how chai was born. It soon spread across classes and ethnicity to every corner of the subcontinent and it still continues to evolve.
+ Chai has no rules. You can make it the way you like. Drink it the way you like. Hey, even drink it whenever you like. It’s got no stiff upper lip rituals and spares you the embarrassment of not knowing the difference between a mocha and a macchiato.
It’s no wonder then that this quaint, traditional Indian concoction has evolved from a common man’s beverage to a whole new way of life for today’s young and old. The flavour of chai may change from one region to another, but the ease at which it brings people together never will.
There are 129866 ways to make masala chai and counting. That’s because everyone and their grandmothers have a recipe to call their own. And though there may be infinite variations, these basic components are all you need to get started – black tea, milk, a handful of spices and some sugar.
What chai means to regular drinkers in India.
+ water
+ love
+ vitamin
+ time pass
generator
+ mind fresh + peace
+ mom
+ joy
+ engery
+ friends
booster
+ ubiquitous
+ fresh
+ life
+ kickstarter
knowledge + morning + addiction + necessity
+ active
+ guests
+ important
+ +energizing
+ right
+ evening
+ Habitual + comfort
+ refresh
+ need + friends + food
+ break
+ temple
+ talks
+ gossip
+ hope
+ happiness
+ power + relax
+ idea
“ Chai has a magical effect. It instantly refreshes and soothes the soul. But, for me, it also carries an aroma of nostalgia — as if the past is steeped into the leaves, along with hope and optimism. It is as much about the magical stories and memories that get spun around cups of tea. It was a constant companion to the friendly gossip, conversations with strangers and offerings of snacks that were such a staple of train journeys.”
objective + Introduce a chai culture. + Provide an open friendly space where random interactions just happen between strangers over an awesome glass of chai. + Become known for a glass of stress-free chai. + Affordable, Healthy & tastety home made food/snack + encourage social interactions in the real world (help forget the virtual reality) + redefine the true nature of a social cafe.
+ chai culture. Chai, truly is the drink that unites India, and acts almost like social grease. Chai is more than a beverage; in fact, it is a ritual, enacted millions of times each day across the breadth of India to bring people together, to create bonds among the diversity, friends among the masses. Chai is the desi way of ‘breaking the ice’ when you meet someone for the first time, you easily avoid those awkward silence by staring down into the swirling beige liquid, alternating between small sips and occasional glances at the person across from you. Clearly, there is something indescribable about the goodness of garma-garam (hot-hot) chai.
+ open space Creating a friendly, open atmosphere where people escape from - the work, the stress, those emails and all the noise in their head, to enjoy a glass of chai accompanied by random small talks with amazing people around them. A space where real life interactions happen with the gadgets kept aside. A space where people find inspiration, new ideas and alignate the concept of being strangers.
+ known for glass of chai As coffee is to the western culture, tea is to the eastern. May it be china or India, tea is ubiquitous. Even though a tea tradition exsists in Britian, yet a large number of people prefer coffee as their choice of stress buster. It was concluded that a cup of coffee contained caffeine which was equal to 3 cups of tea. Chai is more than a brew, it’s a way of life to millions in India. To introduce this culture and getting people to love and appriciate chai.
+ Home made food Chai is normally accompanied with bread toast or samosas or biscuits or sandwiches sometimes even hot noodles. All home made, organic and healthy snacks. Very rarely would the snack be a packaged food. Hence, to truly embrace this tradition, and food/snacks being sold at chai village would be fresh cooked or prepared, priced at a price band of under ÂŁ1-ÂŁ7 each. As the whole concept of chai village is to introduce a fusion of Indian chai culture with the British tea tradion, which is more adaptable and acceptable by the people of Britain. The idea is serve a variety of Indian inspired yet brtish food. The customers will also have the option to choose from the available veggies or meat fillings in their sandwiches. Different variety of chutneys replace the normal sauces. The breads will be home baked, including white, brown and gluten free. Alternative to sandwiches would be rolls made out of wholemeal grain wheat batter based wraps. Apart from sandwiches, Chai village shall also offer its customers - biscuits and cookies, crips, fries, samosas and few selective Indian colourful sweets. To cater to customers choice, Chai village shall provide both cold as well as hot or grilled sandwiches and other snacks.
+ social interactions in the real world A chai time is not the same without random small talks, may it be about the weather or compalining about the politicans or even just how incredible the chai is, those small laughs with a few sighs with a touch of those awkward silences - that makes a perfect chai time at Chai Village. Being a part of this technological revolution, we
Chai Village would like to encourage people to
have forgotten what its like to laugh out loud
have random, sometimes awkward, small talks
instead we type “lol” and enter. And wait for
with strangers. It would do so by introducing
a reply. The authencity of having social chat
creative marketing stratigies and “stranger” meal
is now considered to be a group message on
deals.
facebook or whtsapp. The Chai Village app will play an important role Neeti Gupta, a psychologist, has a theory that
to take it further. It will enable a customer to
when we are alone in a public place, we have a
view who all those who are seated around him
fear of ‘having no purpose’. If we are in a public
and their list of interest. But instead of having a
place and it looks like we have no business there,
chat on the gadget and perfect next step would
it may not seem socially appropriate. So we start
be to break the ice while having a glass of chai.
to look at our tiny screens and surrender into playing some game instead of recognising the beauty that surrounds us all the time, everywhere.
+ redefining the nature of a cafe A cafe, nowadays, is considered to be a office space, only out of office. People get along their laptops or I pads or even those tiny smart phones to get work done. What once used to be a place where people met to discuss matters or make plans is now a work zone. Nobody likes to be bothered or disturbed while sipping their coffee. A coffee cafe is a causal stop to get more caffeine on the go. Chai Village is here to redefine this cafe-on-thego, work zone culture. A space where a person comes with a mind set of meeting a new stranger, interacting and taking away a new memory and experience. Chai Village will create an atmosphere where people become light headed, stress free and are able to find their inspiration and that perfect stranger.
Keys to success + cafe ideology & concept + design & visuals + location + Fast and easy operations + inexpensive & affordable + variety of products + creative market strategies + high tech support
+ Ideology & concept Chai Village is based around the idea of introducing the chai culture, existing in India. Chai is like life, sometimes sweet sometimes strong, yet everyone has to love it. Chai and new experiences are ubiquitous, ie, it’s everywhere. Chai Village is not a business to sell chai rather is an atmosphere where the love of chai is celebrated and relished, where new bonds and interactions are valued. Where people discover being social & free and create new memories, experiences and friends. Chai Village will always be a peoples company and never a profit business. However, It shall earn profits but not via overpriced expensive products and services. Chai Village shall always be a business run by quantitative profit strategies, meaning, selling more products to more people than selling one expensive product to one person. Village cafe will always be a corporate social responsible business which helps benefits the society. It shall offer and allow ways for people and customers to donate and help the society be a better place. “Buy One Donate Other� is one of such schemes (explained later) that Chai Village shall operate and support.
+ design & visuals A Tapri is a small temporary stall with a little arranged sitting area, where fresh chai is prepared and sold. A chai wallah is a person who installs this stall and of course sells tea for a living. Inspired by the nature of an Indian rural tapri, Chai Village is designed in a shipping container, keeping in mind the portability and the essence of having a compact yet open space.
A closed shipping container. The outside of the
From the front view, container in process to open.
container shall contain the branding illustrations
The sitting area shall be constructed on the two side
profeesionally painted by hand.
flaps with 3 huge tables each side of the container.
Container when fully open. The interior of the container shall be the kitchen and chai bar area. The flaps at the back of the container shall act as walls to support the infrastructure of the cafe. For when its rainy/ sunny the sheds would open.
+ shipping container details and cost
For Chai Village a 20’ Hydraulic Container is quite suitable. The cost of the shipping container should be $2000 = £ 1278.45 if purchased from www.alibaba.com based in china.
+ design & visuals
The visuals that make up the look and feel of Chai Village are inspired by the intricate truck art of Pakistan. Toning it down to complex psychedelic patterns with iconic symbolism that represent the Indian culture and celebrates diversity. A glass of chai is believed to be soothing the mind, body and soul while giving a inspirational kick start, the illustrations were designed and conceptualised to express the same notion. Designing the cafe in a portable shipping container seems to justify the fusion that links both the English tea tradition with the chai culture of India. The portability, uniqueness, compatibility and accessibility, Chai village can therefore be termed as a Modern Tapri / The British Tapri.
Location Just as a tapri pops up at any corner of any street, so should a Chai Village. The idea of having a Chai Village from any location A-Z location. From Airports to Airplanes to Zoos. A Chai Village belongs everywhere.
+ FAST & EASY OPERATION
+ In expensive
As the sandwich is prepared according to
From bread dough to all the different variety
customer preferences and choice of fillings,
of chai will be prepared in house, instead of
and the chai is always ready to be served,
expensive sourcing, the production cost will be
kept warm in a teapot, Chai Village will be
cheap enough to sell the products at inexpensive
able to respond with quick and fast service.
and affordable price yet profitable at 30% or
Cheap cost of maintenance and easy use of
more.
in-expensive machines will ensure hassle free and satisfactory service to the customer.
+ use of high tech Chai Village will operate a social platform to encourage its customers to interact and form friendly relations with the awesome around them. Hai! (name of the app), shall allow its users to form a profile asking their areas of interest. This app shall not be connected to any other existing social media apps. The purpose of Hai! is to allow its users to view profiles of the people that share the same space and automatically link them according to their similar interest. Hai! However would not allow a messaging platform. Therefore, in order to start a conversation, an effort of approaching the other person is encouraged and valued. Well, chai will do the rest! In order to be able to use the app, Chai Village shall provide its customers free wifi.
+ Varie-tea The Unique value proposition of Chai Village is its infamous chai. However Chai Village shall also offer its customers all kinds of tea available in different flavours, catering to personal preferences. As an alternative, coffee, latte, espresso, americano will also be served at all times. Chai menu : Desi Chai
Olong Chai
Herbal Chai
Lemonade
Americano
Black Chai
White Chai
Ice Chai
Latte
Espresso
Green Chai
Chinese Chai
Coffee
White Americano
Cappuccino
All the above would have different flavours to choose from : Lemon, Peach, Blackcurrent, Vanilla.
+creative marketing COMMUNICATION Chai Village shall always introduce new and exciting ways to encourage a glass of chai accompanied with social gossip and random interactions, while being recognised for supporting and spreading social awarness that benefit the society. These strategies shall not be taking place all at once. Some may be implemented after a few years. A few drafted marketing schemes are as follows 1. Buy One Donate Other
Outcome
For a limited period of time, Chai Village shall
1. This marketing strategy will allow people
operate this promotion in order to project itself
recognise the newly open Chai Village, create
as a cafe that values humanity and operates to
momentum.
benefit the society. 2. As the marketing strategy aims at benefiting To gather momentum and news coverage for
the society by donating a glass of chai to
Chai Village and also to promote its infamous
the homeless and others, there shall be news
chai, two glasses of chai could be bought at the
coverage which will allow positive publicity of
price of one.
Chai Village.
The customer then would have the option to either
3. Adding to social cause, this marketing
-choose to donate the glass of chai by receiving a
promotion will enable people to try a glass of
promo code on the app and later sharing it with a
chai will improving the society.
new friend, or drink two glasses by himself. Or leave it in the open kettle table for homeless and passer-by to help themselves.
+creative marketing strategy 2. Sugar Someone’s Life Indian Sweets are called Mithai. It is generally offered on a happy occasion or to wish and give someone their blessing and love. Chai Village truly aim at providing an emotional connect and experience with its customers. This marketing promotion revolves around a social cause as well. The main idea is to collaborate with small upcoming Indian sweet shops, which are looking for exposure and aiming at up-selling their delicious homemade sweets. Chai Village shall help them promote their business by offering samples of Indian sweets to its customers in return for a charity donation that goes straight to safe the children organisation. All that sugar won’t be a guilt after all!
Outcome 1. Chai Village shall be recognised as a socially
3. Promoting and collaborating with a Sister like
responsible business that aim at uplifting the
business will have mutual benefits.
society. 2. Introducing people to the authentic culture of
4. Providing something new to the customers and
India, while adding a good cause that benefits
hence gaining more momentum and speciality
the society, will encourage people to try it. Later
and recognition.
maybe, it could be sold to make profits.
+creative marketing strategy 3. The App Bump For the launch, to invite people to come to Chai Village and familiarize them with ideology of Chai Village, huge QR code banners will be put up at prime locations, nearby Chai Village. These banners will successfully generate curiosity to be then scanned. On successfully scanning a map would pop up navigating their path to Chai Village. On arriving the destination, a QR code would be generated for a free glass of chai. On redeeming that offer, a small video shall explain what Chai Village is all about and later gives the option of downlading the social platform. On meeting a new stranger friend, if the two phones are bumped together, all the people using the app shall be granted Hai points which later could be redeemed for a glass of chai. Outcome 1. This marketing promotion shall generate curiosity and massive social network mentions. 2. The scanning of QR code at Chai Village to redeem the offer shall increase the user data and further allow people to download the app instantly. Hence more downloads.
4. Situations In order for actual conversations to kickstart, Chai Village look for innovative ways to create those situations where interactions naturally happen and are rewarded by Chai Village. For example, while standing in the que waiting to place the order, you can get upto 10% off for knowing the name of the person behind you. The People Cards : On the table along with the kettle decoration, people cards with Chai Village branding will be kept ready to be filled up and exchanged with another person. They would act as contact cards which would also be a memento.
Mission + to create a unique place + where random interactions are easy + creating the atmosphere + to increase customer satisfaction + to provide stable returns to the shareholders + to help relieve customer stress + become recognised as a social business + recognize that profitability is essential for future business
+ Unique Place Chai Village is on a mission to create a unique place in peoples heart. Introducing a pace like no other, Chai Village aims at being recognized as a creative, inspiring place that helps spread the notion of love and friendship amongst the society. This is made sure by providing products and services that are unique to the UK market and people. Bringing in the chai culture from India would be revolutionary and accepted, says the market research results. “People want to cook, touch, see, feel, eat, and experience magical things that come from outside of UK that will make them feel great.�
+ Interactions The main idea behind Chai Village is to encourage people to get back to the human nature of interaction and exploration and to help erase those virtual screens in front of their eyes. The Chai Culture that Chai Village wishes to introduce is all human to human connections, simiar to how things happened before smartphones and facebook.
+ The atmosphere The toughest challenge for Chai Village is to replicate the atmosphere that a tapri naturally creates, on any corner of the street, in India. Recreating that magic where chai is defined as life, at the same time embracing the concept of fusion between the cultures shall be a tough challenge.
+ Increase Customer satisfaction As a business, one of the main milestone to achieve would be recurring customers. Making loyal customers would visit Chai Village for the love of chai and its atmosphere. The challenge of providing Value to the customers that not only increasing their satisfaction, but also increases their expectations. A business always aims at reaching to grow in positive numbers, quickly. Chai Village aims at being recongised at a growing business and valued for its potential
+ Providing sable returns to shareholders This project is envisioned to be crowd funded as its main source of investment. It would be Chai Village’s goal to achieve stable profit and stable growth.
+ Relieve the customer from stress Chai Village is designed yo provide a refreshing ambience at a great convenient location with high quality healthy food and other services, such that people buying those products and services shall themselves inspired and relaxed for chai do its magic.
+ Recognised as a social business Tapri, in India, is like a small place where people come out to breathe. Even though the main product being sold is chai its the experience that has of more value. The chances of running into a old friend, or finding a lost phone or just interacting with the chai wallah. What people take away is the experience and essence of that small talk. This is what Chai Village will be recognised for. The experience rather than a chai selling business.
+ profitibility is essencial The grounds that Chai Village is based on is quite humanitarian. It aims at bettering the society with valuable experiences whiel supporting for the causes it believes in. At the same time, Chai Village is a business. The profit that Chai Village makes shall be utilized for the future of Chai Village. It is important that the business profits for it to grow and benefiting the society.
COMPANY SUMMARY + A SOCIAL BUSINESS + CATER TO BENEFIT THE SOCIETY + SELLS THE EXPERIENCE AND THE ATMOSPHERE Chai Village shall always be a a social business and never a profit oriented business. It shall cater to the society by becoming known for healthy, hygienic, organic, home-made products., where chai shall be the answer to all the problems. Chai Village shall provide its customers with products with vast range of products such as different kinds of teas, coffee, sandwiches, samosas, noodles and Indian Sweets. Chai Village is intended to be known for an amazing glass of chai over a friendly chat accompanied by a homemade fresh sandwich. It shall be remembered for its atmosphere and the magic of chai.
Products + varie-tea + usual coffee + drinks + sandwiches + INDIAN SWEETS + crips
+ VARIE-TEA The unique proposition that Chai Village shall offer to the cafe industry would be its enfamous chai. Chai isn’t simply tea, a hot drink made with water and leaves. Nor is it a “chai tea latte,” the popular beverage sold at coffee chains that is often made from a concentrate. Traditionally in India, Chai wallah brew their own tea, using black tea, ginger root, cardamom, cinnamon, cloves, black pepper, and many other spices depending on the region. A chai always has a new taste. Its never the same. Chai Village shall offer the its customers almost all kind of teas including : Desi Chai
Green Chai
Chinese Chai
Black Chai
Olong Chai
Herbal Chai
+ usual coffee As an alternative to chai, Chai Village shall offer its customers the usual types of coffee. However, Chai Village shall not specialize to brew coffee instead outsource it. A good Coffee Machine should be able to produce the following types of coffee : Cappuccino
White Americano
Espresso
Latte
Black Americano
Cold Coffee
+ drinks Allowing soda and other drinks is a direct way of earning profit for the cafe. Chai Village shall encourage sales of such products as it increases the over all sales. For example 12x600ml Fanta soda bottles could be purchased for ÂŁ8 and then could be sold for ÂŁ1.20 each. Chai Village shall offer cold refreshments such as : Water
Pepsi
Mountain Dew
Lipton Ice Tea
Pepsi diet
7up
Schweppes Lemonade
Fanta
Snapple juice
+ Indian sweets In order to truly replicate the Indian culture, Indian sweets shall be sold to the customers. As a coffee shops serve cakes and cookies, Chai Village shall embrace the Indian sweets and introduce it to its customers. There shall be variety of sweets sold in the cafe, common ones being : Barfi
Ladoo
Ras Gula
+ Sandwiches Fresh home made customizable sandwiches should be the attraction for Chai Village along with its chai. Fast, easy and custom made sandwiches to cater customers need. There is a range of available filling that the customer could choose from such as : Falafel
Turkey
Chicken Tikka
Roasted Chicken
Ham
Bacon
Meatballs
Tuna
Sausage
If the customer wishes, the meat filling could be accompanied by any 4 veggies of their choice from the following options : Lettuce
JalapeĂąos
Green Pepper
Olives
Pickles
Sweet corn
Onions
Cucumber
Tomatoes
Cheese and chutney shall always come in the sandwich, if the customer wishes too. The type of chutneys that would be kept available : Tomato
Green Pudina
Spicy Chutney
In order to Introduce the very desi veg sandwiches, promotions would be introducing the following : Garlic & Onion
Aloo (Potato)
Cheese & chutney
Paneer (cottage cheese)
Cheese toast (all vegies mix)
Tea Potential + 2nd most widely consumed after water in the world. + Tea has been proved to calm the nerves. + gbp 550,113 yearly sales, more than that of coffee + caffeine in 1 cup of coffee = 3 cups of tea
+ 2nd most widely consumed after water in the world. Tea is researched to be the 2nd most widely consumed beverage in the world after water. The maximum percentage of people about 85% prefer black tea (which is used to make chai). In US alone 158 million people drink tea everyday.
+ Tea has been proved to calm the nerves. Tea has been proven to calm the nerves and put you in a very relaxed mood. Drinking 3-4 cups of tea can cut the chances of having a heart attack. It was found in research that people who drank 4 cups of tea for 6 weeks were found to have lower levels of stress hormone cortisol.
+ gbp 550,113 yearly sales, more than that of coffee
Even though most of the European countries prefer a cup of coffee over tea, United Kingdom is one of the countries that prefer tea over a coffee. Introducing Chai, shall not only be appriciated, but shall also be recognised and accepted by the people of United Kingdom.
+ Tea has been proved to calm the nerves. Studies have shown that tea has a much more benefit over coffee and that it is widely accepted. These fact and figures further prove the essence of tea.
conclusion + A SOCIAL BUSINESS + CATER TO BENEFIT THE SOCIETY + SELLS THE EXPERIENCE AND THE ATMOSPHERE From the brainstorming of the project until the very end, Chai Village grew stronger as a concept and a business plan. In the next few year, Chai Village shall definitely step into the coffee alternative market and grow to form its own social business industry. As they say “ More interesting people go to the Cafés. Let the boring go to the restaurants.”
To get involved or support dollceee khattar + email me at : dollcee.khattar@gmail.com + or call me : 0744 2309 385 + you could write your details here somewhere :) + lets make this society a better place You could too be the part of the team by simply getting touch. Any random weird ideas shall be appreciated. Currently Chai Village is also seeking investment/donations. Please be in contact. Very kind thanks for going through this proposal. Thanks, Dollcee
“ Chai has a magical effect. It instantly refreshes and soothes the soul. But, for me, it also carries an aroma of nostalgia — as if the past is steeped into the leaves, along with hope and optimism. It is as much about the magical stories and memories that get spun around cups of tea. It was a constant companion to the friendly gossip, conversations with strangers and offerings of snacks that were such a staple of train journeys.”
Chai Village is based around the idea of introducing the chai culture, existing in India. Chai is like life, sometimes sweet sometimes strong, yet everyone has to love it. Chai and new experiences are ubiquitous, ie, it’s everywhere. Chai Village is not a business to sell chai rather is an atmosphere where the love of chai is celebrated and relished, where new bonds and interactions are valued. Where people discover being social & free and create new memories, experiences and friends.
chai