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Scroll.in
22-05-2025
- Business
- Scroll.in
Startup stories: How two young men tried to make drinking tea cool with an investment of Rs 3 lakh
If you are still in college, you might have friends preparing for competitive exams such as the UPSC or MBA entrance exams, such as CAT and XAT. Some might also be thinking of starting their own businesses or ventures. While in college, many people are enthusiastic, with age on their side and a zeal to make a mark. Young people don't just study but also dream of making a difference in the world. After classes, a different kind of adventure begins. Some students, armed with ambition and business ideas, are not just thinking about getting a job. They see their age as an advantage, a time to take risks and leave their mark. The energy to create something new drives them to explore ideas no one has tried before. This was the story of Anubhav Dubey, a young soul born in the heartland of Madhya Pradesh, Rewa district, in 1993. However, Anubhav's journey was destined to deviate from the conventional paths etched by his family. Despite a business-oriented lineage, his father's vision painted a different future, one in which Anubhav would become an esteemed IAS officer. Fuelled by familial expectations, Anubhav found himself in the bustling streets of Delhi, fervently preparing for the UPSC exams. But, as fate would have it, the corridors of bureaucracy weren't to be his only route. Faced with the challenges of competitive exams, Anubhav stood at a crossroads, his dreams of a nine-to-five job fading against the allure of entrepreneurship. Anubhav had big dreams to start something of his own, but was stuck between his family's expectations and his own dreams. So, along with his friend Anand Nayak, he decided to take a leap of faith. They chose to pursue their dreams. For this, they chose to pursue their dream and start a business. They brainstormed various ideas and settled on something universally loved – tea! With just a modest sum they had saved up, they opened a humble tea stall in Indore in 2016. When you wake up, you need tea (chai). When you come home exhausted from work, you're in desperate need of tea. From the fanciest restaurants to the littlest dhabas, chai is everywhere. Anubhav and Anand, armed with a small investment of Rs 3 lakh, embarked on their tea business. They were well aware of their financial limitations, understanding that they couldn't afford any marketing, interior design or branding. But this didn't deter them. They decided to proceed with their idea and opened a small outlet outside a girls' hostel in Indore. They borrowed items from others and used a simple wooden plank with 'Chai Sutta Bar' handwritten on it. To their delight, this humble setup worked like a charm, proving that success can be achieved even with limited resources. This cafe with a handwritten board started getting so famous for its unique name that sometimes, they couldn't handle the rush. Every business strives to answer a crucial question: why should customers choose them over competitors? The answer lies in a Unique Sales Proposition (USP). Your USP is the distinctive element that makes your business stand out in the market, giving customers a compelling reason to choose you. Identifying your USP involves completing the phrase, 'Customers will buy from me because my business is the only __________ .' (fill in the blank) Your USP can evolve with changes in your business or the market, and you may have different USPs for different customer segments. These USPs can be effective because they are driven by what the customer looks for when buying. It's a good idea to review your USPs regularly. Can you tailor your products or services to match your customers' needs better? Consider asking your customers why they buy from you. This will tell you what they think your USP is – this may differ from what you think your USP is. It's also useful to constantly check what your competitor is doing. Remember – if your competitors are doing the same things as you, your USP is no longer your USP. At this point, you either need to strengthen your USP or your core or build another moat that can augment your existing USP. The best way to KYC is through talking to your customers, being with them and spending time with them. Because when you are building a company, you need to have that sort of discipline to know the real problems and pain points of your customers. After all, they are the ones you are building the company for. If you want to impress your customers, you need to know them. As simple as that. Anubhav and Anand understood this well, which is why Chai Sutta Bar was able to capture the attention of its customers and become incredibly popular. But the question is: how did they truly understand their customers and turn that understanding into virality? Well for that, they started deploying the following marketing strategy: Word of Mouth and Social Proof: Anubhav and Anand demonstrated their entrepreneurial ingenuity by inviting friends and playing music to create a bustling atmosphere, sparking curiosity among passers-by. This clever tactic led people to believe there was something unique about the place, contributing to its initial success. Free Tea: On the first day, they offered free tea, which was an irresistible draw. Once people experienced the quality, they were more likely to return as paying customers. Organic Growth: Their marketing relied heavily on word of mouth and the organic buzz created by the initial free offerings and strategic location of their outlets, mainly right in front of girls' hostels at various locations. Name and Branding: 'Chai Sutta Bar' cleverly played on words. While 'sutta' is Hindi slang for a cigarette, in Chai Sutta Bar's context, it denoted principles or basics, creating a unique and memorable brand identity. After Chai Sutta Bar started gaining immense popularity, the next step was to expand the business and open outlets in other cities across Bharat. However, in a country where chai preferences change every 100 kilometres, the challenge lies in making standardisation scalable while respecting regional tastes. Recognising the importance of local flavours, they embarked on a comprehensive market research journey, uncovering each new city's unique tastes and consumption patterns. They thought of keeping some chai varieties common across geographies and introducing special chai catering to local tastes, thereby fostering a sense of connection with local communities. In the food and beverage space, especially in quick service restaurant (QSR) chains, standardisation is not just a preference, it's a necessity. Anubhav and Anand had to be committed to ensuring that every cup of chai served met the same high standards and same taste, regardless of location, so that they could instil confidence in the quality of their product. This was needed to ensure that they could scale. To achieve this standardisation, Anubhav and Anand knew they had to go beyond just recipes. They focused on standardisation through stories and detailed Standard Operating Procedures (SOPs). By crafting these narratives around their core chai varieties, they ensured that each cup told the same story, creating a uniform customer experience. With their deep-rooted research into understanding the product and customer, 'Chai Sutta Bar' has achieved remarkable success. Today, it boasts 600 stores across the world and serves over 4.5 lakh 'kulhad chai' every day. Anubhav and Anand spotted an opportunity to make chai trendy among Bharat's youth. By focusing on what young people in urban areas value – authentic yet modern experiences – they aimed to make chai cool and appealing. This strategic move laid the foundation for broader customer interest as their business expanded, an authentication of the power of understanding your initial customers. Now, Chai Sutta Bar is that one startup that aptly utilised the concepts of KYC, USP, customer needs and market requirements fully to their advantage. Your attention is again drawn to the fact that despite using the word 'sutta', they managed to keep their clientele away from the provision of the same and yet made their venture a success. The word 'sutta' may have drawn many a customer to their outlets, but they succeeded in satisfying their craving with a preferred choice of tea instead. And no one's complaining. Get your own sutta, if you want to. But the question is, should you? Excerpted with permission from The Startups of Bharat: Stories of India's Million-Dollar Founders Under Thirty, Aditya Arora and Surya Pasricha, Penguin India.
Mint
19-05-2025
- Business
- Mint
‘Startups of Bharat': The secret behind Chai Sutta Bar's success
If you are still in college, you might have friends preparing for competitive exams such as the UPSC or MBA entrance exams, such as CAT and XAT. Some might also be thinking of starting their own businesses or ventures. While in college, many people are enthusiastic, with age on their side and a zeal to make a mark. Young people don't just study but also dream of making a difference in the world. After classes, a different kind of adventure begins. Some students, armed with ambition and business ideas, are not just thinking about getting a job. They see their age as an advantage, a time to take risks and leave their mark. The energy to create something new drives them to explore ideas no one has tried before. This was the story of Anubhav Dubey, a young soul born in the heartland of Madhya Pradesh, Rewa district, in 1993. However, Anubhav's journey was destined to deviate from the conventional paths etched by his family. Despite a business-oriented lineage, his father's vision painted a different future, one in which Anubhav would become an esteemed IAS officer. 'The Startups of Bharat: Stories of India's Million Dollar Founders Under Thirty', By Aditya Arora and Surya Pasricha, Penguin Random House India, 240 pages, ₹ 399 Fuelled by familial expectations, Anubhav found himself in the bustling streets of Delhi, fervently preparing for the UPSC exams. But, as fate would have it, the corridors of bureaucracy weren't to be his only route. Faced with the challenges of competitive exams, Anubhav stood at a crossroads, his dreams of a nine-to-five job fading against the allure of entrepreneurship. Anubhav had big dreams to start something of his own, but was stuck between his family's expectations and his own dreams. So, along with his friend Anand, he decided to take a leap of faith. They chose to pursue their dreams. For this, they chose to pursue their dream and start a business. They brainstormed various ideas and settled on something universally loved—tea! With just a modest sum they had saved up, they opened a humble tea stall in Indore in 2016. When you wake up, you need tea (chai). When you come home exhausted from work, you're in desperate need of tea. From the fanciest restaurants to the littlest dhabas, chai is everywhere. Anubhav and Anand, armed with a small investment of ₹ 3 lakh, embarked on their tea business. They were well aware of their financial limitations, understanding that they couldn't afford any marketing, interior design or branding. But this didn't deter them. They decided to proceed with their idea and opened a small outlet outside a girls' hostel in Indore. They borrowed items from others and used a simple wooden plank with 'Chai Sutta Bar' handwritten on it. To their delight, this humble setup worked like a charm, proving that success can be achieved even with limited resources. This cafe with a handwritten board started getting so famous for its unique name that sometimes, they couldn't handle the rush. Every business strives to answer a crucial question: why should customers choose them over competitors? The answer lies in a Unique Sales Proposition (USP). Your USP is the distinctive element that makes your business stand out in the market, giving customers a compelling reason to choose you. Identifying your USP involves completing the phrase, 'Customers will buy from me because my business is the only __________ .' (fill in the blank) Your USP can evolve with changes in your business or the market, and you may have different USPs for different customer segments. These USPs can be effective because they are driven by what the customer looks for when buying. It's a good idea to review your USPs regularly. Can you tailor your products or services to match your customers' needs better? Consider asking your customers why they buy from you. This will tell you what they think your USP is—this may differ from what you think your USP is. It's also useful to constantly check what your competitor is doing. Remember—if your competitors are doing the same things as you, your USP is no longer your USP. At this point, you either need to strengthen your USP or your core or build another moat that can augment your existing USP. The best way to KYC is through talking to your customers, being with them and spending time with them. Because when you are building a company, you need to have that sort of discipline to know the real problems and pain points of your customers. After all, they are the ones you are building the company for. If you want to impress your customers, you need to know them. As simple as that. Anubhav and Anand understood this well, which is why Chai Sutta Bar was able to capture the attention of its customers and become incredibly popular. But the question is: how did they truly understand their customers and turn that understanding into virality? Well for that, they started deploying the following marketing strategy: 1. Word of Mouth and Social Proof: Anubhav and Anand demonstrated their entrepreneurial ingenuity by inviting friends and playing music to create a bustling atmosphere, sparking curiosity among passers-by. This clever tactic led people to believe there was something unique about the place, contributing to its initial success. 2. Free Tea: On the first day, they offered free tea, which was an irresistible draw. Once people experienced the quality, they were more likely to return as paying customers. 3. Organic Growth: Their marketing relied heavily on word of mouth and the organic buzz created by the initial free offerings and strategic location of their outlets, mainly right in front of girls' hostels at various locations. 4. Name and Branding: 'Chai Sutta Bar' cleverly played on words. While 'sutta' is Hindi slang for a cigarette, in Chai Sutta Bar's context, it denoted principles or basics, creating a unique and memorable brand identity. Despite the word 'sutta' in their name, they did not sell cigarettes, maintaining a focus on tea and related products. Excerpted with permission from Penguin Random House.
Indian Express
26-04-2025
- Business
- Indian Express
Looking for a career in management? Here are 10 offbeat MBA programmes
India's management landscape is evolving far beyond traditional MBAs in Finance, HR, or Marketing. The country's top B-schools are stepping up to offer niche, forward-thinking programs tailored to industry trends like AI, entrepreneurship, healthcare, and green business. Whether you're aiming to innovate, digitise, or specialise, these unconventional courses open up exciting avenues for future-ready professionals. Here's a curated list of 10 Indian B-schools offering offbeat Masters of Business Administration (MBA) and Post Graduate Diploma in Management (PGDM) programs, covering everything from innovation and healthcare to aviation and fintech. From AI-infused business education to startup-centric programs and sector-specific MBAs in aviation, healthcare, or agri-business, these unique courses are redefining management education in India. Here's a look at 10 institutes offering unconventional MBA/PGDM courses worth exploring. XLRI – Delhi NCR Admission requirement: Applicants must hold a bachelor's degree in any discipline from a recognised Indian university with a minimum of 50% aggregate marks. Admission is based on scores from XAT, CAT, MAT, ATMA, CMAT, GMAT, or CUET. What courses are offered? XLRI Delhi NCR offers a distinctive two-year full-time AICTE-approved Post Graduate Diploma in Management (PGDM) in Innovation, Entrepreneurship and Venture Development. The course is tailored for aspiring entrepreneurs and blends business management with incubation, mentorship, and experiential learning through live projects and networking events. Additional details The program begins on June 15, and provides structured long-term support for students aiming to build ventures of their own. Great Lakes Institute of Management – Gurgaon and Chennai Admission requirement: For PGPM-FBE, applicants must be entrepreneurs or part of a family business with a recognised bachelor's degree and valid CAT/GMAT/XAT/NMAT or GREAT scores. The PGPM program in Chennai additionally requires 2–10 years of work experience. What courses are offered? Great Lakes offers a PGPM-FBE (Post Graduate Program in Management – Family Business and Entrepreneurship) at its Gurgaon campus. Meanwhile, its Chennai campus provides dual specialisations in emerging areas such as Product Management and Data Science under the PGPM program. Additional details Classes for both campuses typically start in May each year, with a curriculum that emphasises innovation-led business transformation. MIT-World Peace University, Pune Admission requirement: Admission is based on an overall profile evaluation, which includes academic scores, entrance exam results, online group discussions and interviews, and relevant work experience. What courses are offered? The university offers niche MBA programs in Agri Business Management, Hospital and Healthcare Management, and Innovation and Design (for working professionals), aligning business skills with sectoral expertise. Additional details Classes for the 2025 batch are scheduled to commence in the first week of August. Hindustan Institute of Technology and Science (HITS), Chennai Admission requirement: Applicants must have a UGC-recognised undergraduate degree with at least 50% marks and qualify through HITS Entrance Test or national exams like CAT, MAT, XAT, or TANCET. What courses are offered? HITS offers specialised MBAs in Aviation Management (with semester abroad options), Green Business (in collaboration with Trier University, Germany), and Business Analytics (in partnership with IBM). It also offers niche MBAs in domains like Logistics and Supply Chain, Hospital Management, Sports Management, Hotel & Tourism, and Media & Entertainment. The university's academic year for MBA programs starts in August, with global immersion opportunities in select programs. Shoolini University, Himachal Pradesh Admission requirement: MBA aspirants need a bachelor's degree with at least 55% marks and must clear exams like GMAT, CAT, XAT, MAT, CMAT, or the university's SMART test. UG programs require 10+2 with 50% marks and entrance test scores. What courses are offered? Shoolini's offerings span both undergraduate and postgraduate levels. Unique UG courses include BBA in Aviation, Business Analytics, and Computer Science & Entrepreneurship. On the PG front, offbeat MBA tracks include Pharma & Healthcare, Digital Marketing, FinTech, and Retail. Additional details Classes for new students will tentatively start in July 2025, while continuing batches resume in February. Woxsen University, Hyderabad Admission requirement: UG programs require a minimum 55% in 10+2, while MBA programs need a recognised bachelor's degree with at least 60% marks. Standardised test scores like CAT, XAT, NMAT, or Woxsen's own Aptitude Test (WAT) are accepted. What courses are offered? Woxsen offers integrated and standalone BBA programs in areas such as Digital Marketing, Financial Services, and Data Science & AI. For PG students, it has unique MBA options in Business Analytics and for experienced professionals. Additional details The MBA (BA) session starts in July 2025, while both the BBA and MBA (Working Professionals) programs begin in August. GNIOT Institute of Management Studies (GIMS), Greater Noida Admission requirement: Candidates with a bachelor's degree and a minimum of 50% (45% for SC/ST) can apply using scores from CAT, CMAT, MAT, XAT, NMAT, or GIMS' own test (GAT). What courses are offered? GIMS offers specialised PGDM tracks incorporating Artificial Intelligence into Finance, Operations, HR, and Marketing. Other niche tracks include Logistics & Supply Chain Management and New Age Startups & Entrepreneurship. Additional details The academic session begins annually in July, and scholarships are offered to meritorious students. FOSTIIMA Business School, Delhi Admission requirement: Graduates with valid scores in CAT, XAT, CMAT, or FOSTIIMA's internal entrance test (FEAT) are eligible. Group discussions and personal interviews follow. What courses are offered? FOSTIIMA provides an AICTE-approved PGDM with dual specialisation that includes modules in Predictive Analytics, AI & Machine Learning, Digital Marketing, and Six Sigma. Operations & Analytics is a newly launched specialisation with mandatory analytics courses.
Yahoo
06-02-2025
- Business
- Yahoo
ICFAI Business School (IBS) announces Selection Process 2025 for MBA/PGPM 2025-27 admissions across 9 campuses
HYDERABAD, India, Feb. 6, 2025 /PRNewswire/ -- ICFAI Business School (IBS) is set to conduct its Selection Process 2025 for MBA/PGPM admissions, featuring a Personal Interview and the newly introduced Micro Presentation component. The process will take place from February 15 to February 24, 2025, at the IBS Hyderabad campus. Following the successful completion of IBSAT 2024, shortlisted candidates are now preparing for the next stage. To guide aspirants, IBS conducted Selection Briefings in January across 68 cities in India, providing insights into the selection process and academic experience at IBS. Micro Presentation & Personal Interview: A Two-Step Selection Process Micro Presentation (25 Marks)Candidates will be assessed on their communication and presentation skills, along with their ability to think and organize thoughts quickly. Each candidate will select a number (1-100), corresponding to a pre-assigned topic. They will have 1 minute to prepare and 3 minutes to present before a panel and fellow candidates. If needed, they may opt for a different topic by choosing another number, but no further chances will be allowed. There will be no interactions or questions during or after the session. Personal Interview (25 Marks)This stage evaluates a candidate's suitability for management education, based on: Attitude, aspirations, and career goals General knowledge and clarity of thought Communication skills and logical reasoning Confidence, presence of mind, and body language Academic Scores (50 Marks)Percentages from 10th, 12th, and Graduation will be considered, carrying a total weightage of 50% in the selection process. Applicants who cleared IBSAT 2024, or those exempted through CAT, GMAT™, XAT, or NMAT by GMAC™, must secure their preferred interview slots. Participation in the Selection Process is mandatory for admission to any of the nine IBS campuses. Scholarships Worth ₹10 Crore for the 2025-27 Batch Congratulations to all candidates selected for the IBS is committed to academic excellence and accessibility and has announced scholarships worth ₹10 crore for MBA/PGPM students based on their IBSAT 2024 performance. 500 scholarships of ₹2 lakh each will be awarded to selected candidates upon securing admission. National Mock Test for IBSAT 2024 Congratulations to the top 100 scorers in the IBSAT National Mock Test. Winners have been informed to collect their gift vouchers from their nearest IBS Information Office. Prizes: 1st Prize: ₹1,00,000 2nd Prize: ₹50,000 3rd Prize: ₹25,000 Other 97 Prizes: ₹5,000 each IBS conducts a series of National Mock Tests to help management aspirants prepare for IBSAT effectively. For more details, visit or contact the nearest ICFAI Business School Information Office. Contact Information: ICFAI Business SchoolPlot No. 65, Nagarjuna Hills, Punjagutta, Hyderabad – 500082, TelanganaPh: 040 – 23440963 (5 lines)Email: ibsat@ Logo: View original content: Sign in to access your portfolio
