ANKAR F

AY RE
BH S

H
N

K
VE E
I

C
ST M E N T D
Our Journey
So Far...
A representation of our journey so far, Theka has gone through
many obstacles which it overcame through hardwork and dedication.
We want the person reading this to catch-up with all the up’s and down’s
Theka have been through and where it is now.
Origin
Observed beer bottles and
realised how boring & mainstream
coffee serving was.

The Idea
To introduce a unique and better
way to serve coffee in beer bottles.
Gap in Market
Freshly brewed coffee is not affordable,
80% of people settle for pemix coffee powder.

Bridging the
Gap in Market
Introduced affordable, gourmet, 100% Arabica
freshly brewed coffee at 125 INR.

Price point lowest across the country at that

point of time.
The Italian cafe
culture
Majority of the cafes have the
same concept of serving
cappuccinos and lattes which
are Italian.

Homegrown
with pride
Our coffees beans are grown and
sourced locally. Everything from
our product names, look and feel
is inspired from the real India.
Started a cart
with 3 Lakhs
This helped Theka experiment
with a low capital investment.

Expanding in
11 States
Expanding pan India through CoCo and
FoFo Model.
Failure
Had to shut down the growing
operations because of no revenue
during pandemic.

Shark Tank
Pitched on Shark Tank and gave Theka
a national exposure. We received
overwelhmingly great feedback on
our products, branding, and business
model.
Raised seed
funding
Defeating the failure, we received a funding
from an international VC firm, Zenith Global Trading LLC
of Rs 2,50,000

Expanding with
a cart model
On our way to have 2000+ locations by the
end of the year 2023.
When Reliance
Came Knocking
A contract of entering into all Reliance Smart
outlets with Theka kiosks, pan India.

x
 Backed By Global Gaints

ESSAR GROUP Reliance Retail

ZFW Dark Stores FLEEK

Take a break!
You had a long journey.
 PRODUCT USP’S

100% Freshly
Arabica Brewed
Beans Coffee

Social
Media Affordable
Friendly Pricing
 USP’S TO

Business Consumers
High ROI 100% Arabica Beans
Scalability Most Affordable Price in
India
Low Capex
Freshly Brewed Coffee in
Simple Operation 30 seconds
Multiple Sources of Income Out Of The Box Serving
No Waiting Time
 REAL FARM TO BOTTLE CAFE

AL FARM ASTING REWING ERVING

RE RO B S
FARM

RE

RO

BR
TING

SER ING
NG

RVING
AL FARM

ASTING

EWING
WI

V
S
L

E
A

E
R
RO
RE

S
B
RE RO BR SER NG
AL FARM ASTING EWING VI

Farm Roasting Brewing Serving

SIMPLICITY IS OUR IDEOLOGY

Simple
Simple Product
Simple
Management
Menu Making

Simple
Simple
ROI
Inventory
Plan
A New Age
Of Products
Cool & Quirky
 B H AYA N KAR

BUSINESS
MODEL
TH D
EB A N
AC K B R
BONE OF O U R
Hub & Spoke Model

Hub Spoke

Where Production A moveable or

is done. non-moveable cart
(Cloud Kitchen, Central Kitchen)

Production Unit Selling Point

A Brand is the voice
& Personality Of
the Founder
My Idealogy IFIED HUS
T
T
Start Small

LE
CER

R
Sell Quality
Be Affordable

C
Scale Quickly

E
E

R
L
And Work You A** Off
TI
FIE ST
D HU
Scalable Brand
A brand built for
very high scalability

Our target is to scale

Theka around the GLOBE.
Connecting Through
Technology
Connecting Through
Cloud Kitchen, Kiosks &
Moveable Carts
Striving to become a D2C brand STAFF
LOGIN
STAFF
LOGIN

by developing an in-house Username

Password
Username

Password

ERP and mobile app

LOGIN LOGIN
OUR
AUDIENCE
Our Audience Consists Of All Masses,
Classes And Age Groups.

People Who Love Coffee Always Finds Us

 Coffee Consumption In India

10th fastest growing market for specialists coffee chains

726 Crore Kg of coffee consumed during the financial year 2022

Coffee consumption is rising exponentially in India

RTD Coffee drinks market in India registered a positive compound

annual growth rate (CARG) of 13.80% during the period of
2015 to 2020
 Customer Profiles
Harshit - Coffee Aficionado
Age 26
Job Title Product Manager
Location Bangalore

About
Harshit loves to try new food and beverage experiences. He is a product manager
and the financial freedom allows him to be price agnostic to and develop a taste for
premium products. However, living a fast paced life, Harshit likes consuming things
on the go.

Pain points: Frustrations: Goals:

Overworked Can’t brew his own coffee at home To keep on consuming
Always on the run Want to try out cold brew but the good coffee with ease of
No time to make his own food places offering are few and remote availability

Most active on: Instagram, Youtube, Discord

 Customer Profiles
Khushi - Premix Coffee Consumer
Age 19
Job Title College Student
Location Delhi

About
Khushi is a college student in one of the premiere colleges in Delhi. Having a fair
monthly allownace, she often orders coffee or steps out for it. However, most
of the times she ends up consuming premix coffee.

Pain points: Frustrations: Goals:

Can’t coonsume premium Tired of consuming premix To try premium products
coffee repeatedly coffee in local cafes within a budget
Low on Budget

Most active on: Instagram, Snapchat, Pinterest

 OUR COMPETITORS

SLAY COFFEE SLEEPY OWL STARBUCKS

BLUE TOKAI CAFE COFFEE DAY

They all serve freshly brewed coffee ranging from 160-350 Rs

 Cost & Expenditure Analysis

Food Cost Fixed Expenses

Quality Low Capex

THEKA OTHER THEKA OTHER

BRANDS BRANDS
 UPCOMING PRODUCTS

Kiosks Coffee Cans

Fresh Cold Brew Disposable

In Supermarket Pour Over
And Gyms Cups
 P R E S E N C E I N ME
U R DIA
O

FEATURES
TH V
EK L T
A AC O N A
R O S S N AT I
AND I A
SOCIAL MED
Featured on the first season of Shark Tank in India with some amazing
comments from our founder and the Judges

Anupam Mittal
Founder - shaadi.com
“Fantastic Product”

“Aapne sabko lattu kar dia apne product aur brand par”
“Tussi kamaal ho yaar”
 Namita Thapar
Executive Director
Emcure Pharmaceuticals
“Delicious!”

“Amazing, your coffee is very delicious”

Ghazal Alagh
Co-Founder - Mama Earth
“Brand Boht Badiya Hai”

“Aapne jo brand craft kia hai brand ki tonality hai

boht badiya hai, attention grab karta hai”
 Piyush Bansal
Founder - lenskart

“Coffee is very good!”

“Apka path sahi hai, app ispe focus kaafi lamba kar sakte ho”

Vineeta Singh
Co Founder - Sugar Cosmetics
“Amazing Coffee”

“Main is coffee ko apne mug main daal dungi,

main de nahi rahi wapis”
 Sahil Madaan
Founder - Theka Coffee
“Delicious!”

“Mein sirf Theka sota, jaagta, peeta”

“Mein 5 saal ka bussiness nahi karna chata, mujhe
50 saal ka bussiness create karna hai out of Theka ”
Aaj Tak News Channel Social Media Reach
Theka coffee’s Shart Tank pitch was featured Our Instagram handle and Shark Tank pitch
in Aaj Tak News and gave Theka a boost in was posted across independent social media
its national presence. handles which gathered 15 million + views
 Your Story
Theka coffee’s success was also featured
YourStory.com. It is India's biggest platform
dedicated to foster the startup ecosystem
via entrepreneurship related stories.
Social Media Coverage
The story of Theka was covered by major
social media bussiness and entrepreneurship
accounts, @labourlawadvisor being one of many.
WE CARE FOR OUR PLANET

Waste used as fertilizer which is

donated to the needy for free

Our packaging is enviroment friendly

No disposables used

Degradeable bottles

Use of plastic is avoided at all cost

 V A L U E T H E T IME
W E
O U H A V E G I V E N
Y

THANK YOU
AA E !
O KA B K A P
HI THE