NEW AGE CHAI

Market Urban chai market is 10 times the size of Coffee Approximately $6b

+

Growing 30% faster than Coffee

+

Culturally engrained daily need Each urban Indian consumes over 2 cups of chai everyday

+

100% unorganized

=

$6b unorganized growing marketSources : http://www.cgdev.org/doc/2013_MiddleClassIndia_TechnicalNote_CGDNote.pdf

http://mospi.nic.in/mospi_new/upload/Report_no558_rou68_30june14.pdf

Value Proposition

Quality Custom Made Affordable

Chais more affordable than coffee cafs Chai is a slow moving product at Coffee cafs thus they charge a premium on it

Consistent, hygienic and tasteful chais Roadside carts compromise on hygiene and consistency Coffee cafs compromise on taste

Custom made fresh chais Roadside carts & coffee cafs do not do custom products for consumers Freshness can not always be guaranteed

Experience

Cozy ambience and great service Ambience at coffee cafes is more tuned to coffee than to tea

Product Cafs Stage : Growth Role : Acquisition + Branding + Hubs

On-Demand Stage : Beta Role : Penetration + Higher Margins

+

Cafes

Chaayos SDA

Chaayos Galleria

8 cafes in Delhi NCR. 2 in fit-outs. Launching Bombay in July, Bangalore & Pune in September

Growth

7Cafs in NCR

1CrPer caf p.a.

22%EBITDA @ caf level

70%Repeat Customer

Number of Cafs

0

1

2

3

4

5

6

7

8

9

10

11

Q3'

12

Q4'

12

Q1'

13

Q2'

13

Q3'

13

Q4'

13

Q1'

14

Q2'

14

Q3'

14

Q4'

14

Q1'

15

Profitable

Yet to breakeven

Growth Sales & Average Per Check (APC)

-

50

100

150

200

250

1

2

3

4

5

6

7

8

9

10

11

12

13

14

Q3'12 Q4'12 Q1'13 Q2'13 Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14

Revenues

APC

APC, Rs Sales, Rs MM

Growth Same Store SalesFor stores operational over 13 mo

-

1.0

2.0

3.0

4.0

5.0

6.0

7.0

Q3'13 Q4'13 Q1'14 Q2'14 Q3'14 Q4'14

SSS, Rs MM

9%Q-o-Q growth

Customer Speak

Chaiwallas

Nitin Product & BD

IIT Bombay 2007

Raghav Branding & Sales

IIT Delhi 2010

Saurabh Operations

IIT Bombay 2007

Rajat Technology NIEC 2014

Abhinav Projects

DIT 2014

Tarun Operations

IIT Bombay 2011

Vinod Operations McDonalds

Yosha HR

MA, HRDM

Investors

Series A Flipkart, Ola Cabs, Quikr, Shop

Clues

Bhavish Aggarwal Angel Investor

Founder, Ola Cabs

Buzz

TOI May 2015

Gurgaon Times Jan 2015

Gurgaon Times Jan 2015

Mint July 2014

APPENDIX

Edge QSR / Casual

Dine Alcohol driven

Food Delivery Coffee Caf Chaayos

Low Capex

High Customer Repeat

All Day

Product Stickiness

Dense Penetration

Multi Format

On-demand

Brand to Product

Menu

Menu

Menu

End