Bharati Vidyapeeth’s

Institute of Management Studies and Research, Navi Mumbai

Q.
No.
Marketing Management case study
Q We have all tried tandoori chicken, tandoori kebabs and tandoori rotis, but have you
heard of tandoori chai? BSc Graduate Amol Dilip Rajdeo, along with his business
partner Pramod Bandkar, have revolutionized the art of tea making, coming up with a
unique concept named “chai La”. Speaking to SBS Hindi Amol Rajdeo told us about
his motivation, “My grandmother used to make turmeric milk for us as we sat around
a bonfire”, this triggered my imagination. I am fond of cooking and mainly try out
home-style cooking of Maharashtrian dishes. However, I started working on the idea
of tandoori chai and experimented for four to five months, So what exactly is tandoori
chai? It's a special blend of tea half brewed along with a blend of Amol’s grandma’s
secret aromatic spices. Empty kulhars (small clay bowls) are roasted in the tandoor
(Indian clay oven). The half cooked tea is then poured into the sizzling kulhars, and it
froths over and gets fully brewed. It has a distinct unforgettable taste and the soft
earthy fragrance. Fresh tea is brewed for every customer. It became an instant hit.”
Amol says he has received calls from a Minister in the UAE about this unique blend. 
He says he has also been approached by interested parties from Italy, the UK and USA
with people wanting a franchise for this unique cuppa made of clay.

QUESTIONS:
Explain the USP and competitive advantage of the tandoor tea.- Market.
a)
Design a marketing communication strategy for Amol’s tandoori chai in the Mumbai
Region.
b)