CUP-JI

Go-To-Market Strategy
Scaling a Premium Indian D2C Beverage Brand

Your Culture, Your Convenience. 🇮🇳✨

 
Gulfood Innovation Award Winner Patented Filter System

 100-Year Tea Family Legacy

Why Cup-Ji is Poised to Win in 2025 Cup-Ji

📍 Situation ⏰ Why Now?

Cup-Ji has achieved ₹62L in sales with strong Shark Tank visibility and impressive 75% D2C margins. The
company has won innovation awards at Gulfood and secured early traction with corporate clients, leveraging  👥 Gen Z & Millennial Chai Habits Shifting
the founders' tea family legacy. Young consumers seek convenience without sacrificing quality or
experience, creating demand for premium on-the-go options.

⚠️ Complication  🌿 Ayurveda Boom

Growing interest in traditional wellness ingredients and authentic
Indian flavors, particularly among health-conscious consumers.
The Indian beverage market is highly competitive with established players. Green tea has shown weak

💼 Untapped Market Opportunities

product-market fit in India due to flavor-ritual mismatch. Scaling requires overcoming consumer education
barriers and optimizing distribution channels.

❓ Question
Travel: 8.5B IRCTC
 Corporate: 4PM chai culture 
passengers

 Campus: 24/7 study culture  Gifting: ₹250 Cr market

How can Cup-Ji scale its desi SKUs across India profitably, achieving ₹5-10 Cr ARR within 12-18 months while
maintaining 40%+ gross margins?

📊 Market Insights
💡 Answer 8.4% ₹1,200 Cr 42%
A comprehensive 5-lever GTM roadmap focusing on: RTD Tea CAGR Premium Tea Market D2C Beverage Growth
Segmentation: Target urban professionals and students with specific personas
Positioning: Chai as nostalgic, Coffee as aspirational
Pricing: Mass-premium strategy (₹20-30) optimized by channel
Distribution: High-margin D2C focus with strategic institutional partnerships
🏆 Competitive Advantages
CRM: Full-funnel approach from awareness to advocacy  Patented Filter System  Family Tea Legacy

🎯 KEY STRATEGIC INSIGHT Shark Tank Visibility  Gulfood Award

Cup-Ji's unique combination of authentic flavors and modern convenience addresses the unmet need for
premium tea experiences in India's rapidly growing on-the-go beverage market.
Who is Cup-Ji's Ideal Consumer? Cup-Ji

🎯 Target Market Segmentation Aditya Sharma, 32 👔

Segment Buying Context Channel Preferred Flavor  Marketing Manager at Tech Startup

 Usage: Between meetings  Favorite: Masala Chai

Urban
Workday breaks, D2C, Corporate Masala Chai,  Channel: D2C Subscription  Location: Bangalore
Professionals
commute, meetings partnerships Cardamom Coffee
(25-40 years) "I need chai that travels with me between client meetings. Cup-Ji gives me that
authentic taste without the hassle of preparation. "
College
Study sessions, Quick commerce, Ginger Chai, Vanilla
Students

📚
campus life Campus stores Coffee
(18-24 years)
Priya Desai, 22
Health
Wellness rituals, Green Tea, Turmeric  Engineering Student
Enthusiasts D2C, Premium retail  Usage: Late-night study  Favorite: Cardamom Coffee
post-workout Chai
(30-50 years)
 Channel: Quick Commerce  Location: Mumbai
Travelers On-the-go, transit
IRCTC, Travel retail
Classic Chai, Strong "I love that I can have a proper cup of coffee in my hostel without any
(25-55 years) points Coffee equipment. It's affordable luxury that helps me through exam season. "
Gifting Market Festivals, corporate Premium assortments,
D2C, Corporate B2B

🔍
(30-60 years) gifts Festive blends
CONSUMER BEHAVIOR INSIGHT

📊 Flavor x Geography Matrix Both personas share a ritual-seeking behavior but differ in purchase motivation:
professionals value time efficiency while students prioritize affordable premium
experiences, requiring distinct messaging approaches.

📈 BROADER MARKET TRENDS & OPPORTUNITIES

Rising disposable incomes in urban India drive demand for premium, convenient F&B
options.
Shift towards 'on-the-go' consumption aligns perfectly with Cup-Ji's ready-to-sip
format.

💡
Increasing health consciousness creates demand for natural, high-quality ingredients
KEY TARGETING INSIGHT (whole-leaf tea).
Growth of quick commerce (Zepto, Blinkit) enables rapid delivery, enhancing
Cup-Ji's dual-persona strategy targets both urban professionals (high AOV) and
convenience for impulse buys.
students (high volume), creating a balanced acquisition approach that maximizes both
immediate revenue and long-term brand loyalty. Corporate focus on employee wellness opens doors for B2B partnerships and bulk
orders.
Brand Positioning Cup-Ji

🪜 Positioning Ladder 🗺️ 2×2 Competitive Map

 Aspirational Benefits ✨
Portable tradition that connects to Indian identity
Democratizing premium tea/coffee experiences
Transforming everyday moments into mindful rituals
Being part of India's beverage innovation story

 Emotional Benefits ❤️
Chai as a comforting ritual, anywhere and anytime
Pride in sharing authentic Indian flavors
Nostalgia of home-brewed chai in a modern format
Gifting chai moments to loved ones

✅ 🎭 Brand Archetypes
 Functional Benefits
3-minute brew with just hot water
🫖 Cup-Ji Chai = Caregiver ☕ Cup-Ji Coffee = Explorer
Biodegradable cup with patented filter system
Whole-leaf tea and premium coffee premix
 
No equipment needed (kettles, strainers, machines) Nurturing, comforting, and providing care Adventurous, innovative, and discovery-
Hygienic, sealed, single-serve format through authentic chai experiences that oriented, offering new premium coffee
connect to tradition and home. experiences in a convenient format.

💡 POSITIONING INSIGHT 🎯 COMPETITIVE INSIGHT

Cup-Ji's dual positioning strategy of "Nostalgia in a Cup" for chai and "Aspiration, Cup-Ji occupies the high-authenticity, high-modernity quadrant that competitors have
Elevated" for coffee creates distinct emotional territories while maintaining a unified failed to claim, creating a defensible position against both traditional chai vendors
convenience platform. and modern coffee chains.
Pricing Strategy: Optimizing for Value & Profitability Cup-Ji

Value Stack Pyramid: Justifying Premium Pricing 💰 Competitive Pricing Ladder: Cup-Ji's Strategic
Position 📈
₹10
Taste Premium: Authentic, high-quality ingredients

₹8
Wellness & Heritage: Ayurveda-inspired blends, cultural
connection

₹5
Hygiene & Portability: Sealed, single-serve, on-the-go
convenience

₹2
Innovation & Sustainability: Patented filter,
eco-friendly cup

 Channel-Specific Pricing Strategy

 Consumer Willingness to Pay Insight
D2C ₹28-30 per (Highest margins, exclusive bundles,
India's Gen Z and Millennials are increasingly willing to pay a premium for 
(Website/App): cup subscription focus)
portable indulgences that combine convenience with authentic, high-quality E-commerce Marketplaces (Amazon, ₹25-28 per (Volume & reach,

experiences, especially in the beverage category. This trend is driven by rising Flipkart): cup competitive parity)
disposable incomes and a desire for elevated daily rituals. Institutional Sales ₹20-25 per (Bulk volume, recurring revenue,

Nielsen Consumer Insights Report, 2024; Euromonitor International, 2023 (Corporate, IRCTC): cup strategic partnerships)
Channel & Distribution Roadmap Cup-Ji

Phased Rollout Strategy

Cup-Ji will implement a strategic channel expansion plan, prioritizing high-margin D2C channels initially while systematically expanding into institutional partnerships
and retail presence to achieve optimal market penetration and revenue growth.

Channel Q3 2025 Q4 2025 Q1 2026 Q2 2026

Launch Optimize Scale Expand

 D2C
 Goal: Platform setup  Goal: Subscription model  Goal: Loyalty program  Goal: New SKUs
 CAC: ₹150-200  Margin: 70-75%  CAC: ₹120-150  Margin: 65-70%

Launch Optimize Scale Expand

 Amazon
 Goal: Store setup  Goal: A+ content  Goal: FBA optimization  Goal: Bundle offers
 Margin: 50-55%  CAC: ₹180-220  Margin: 45-50%  CAC: ₹150-180

Discussions Pilot Scale

 IRCTC
 Goal: Partnership talks  Goal: 2-3 routes  Goal: 10+ routes
 CAC: N/A  Margin: 40-45%  Volume: 50K+ units

Pilot Expand Scale

 Zepto/Blinkit
 Goal: 1-2 cities  Goal: 3-5 cities  Goal: 8-10 cities
 Margin: 35-40%  CAC: ₹100-130  Margin: 30-35%

Corporate/Co- Outreach Expand Scale Optimize


Working  Goal: 5-7 clients  Goal: 10-15 clients  Goal: 20-25 clients  Goal: Custom SKUs
 CAC: ₹5K-8K/client  Margin: 45-50%  Volume: 100K+ units  Margin: 40-45%

Pilot Expand
 Tier-1 Retail
 Goal: 2-3 chains  Goal: 5-8 chains
 Margin: 30-35%  CAC: ₹15K-20K/chain

 Key Insight
Chai is now a 4PM ritual in co-working hubs & IRCTC corridors, creating strategic distribution opportunities for Cup-Ji to capture high-volume consumption moments
with minimal competition.
Promotion & CRM Funnel: Driving Full-Funnel Growth Cup-Ji

Marketing Funnel Strategy: From Awareness to Advocacy 🚀 Key Performance Indicators (KPIs) &


1. Awareness
Targets 🎯
 Digital Content: Storytelling around Shark Tank  Influencer Marketing: Collaborations with food Stage Metric Target (Q4 2025)
legacy , product innovation, and Indian bloggers, lifestyle influencers, and micro-
heritage. influencers for authentic integration.
Awareness CTR (Click-Through Rate) 2.5-3.0%
 Performance Marketing: Targeted campaigns on  PR & Media: Features in startup and F&B
Google, Meta, and YouTube, leveraging interest- publications, highlighting innovation awards Trial CAC (Customer Acquisition Cost) ₹120-150
based and lookalike audiences. (Gulfood).
Repeat Repeat Purchase Rate 40-45%
2. Trial
 Advocacy Referral Rate 15-20%
 Product Sampling: On-ground activations at  Introductory Offers: First-time purchase
corporate parks, college campuses, and high- discounts, trial packs, and bundled offers on D2C Overall LTV:CAC Ratio 3.0x+
traffic commuter hubs. and marketplaces.

 Strategic Partnerships: Collaborations for  Discovery Kits: Curated packs with assorted Overall Gross Margin 40%+
corporate gifting, IRCTC catering, and quick flavors to encourage exploration and find
commerce platforms. favorites.

3. Repeat
💡 Strategic KPI Focus
 Our primary focus will be on optimizing the LTV:CAC ratio, ensuring
 Subscription Model: Flexible weekly/monthly  Loyalty Programs: Tiered rewards, exclusive sustainable growth. We will leverage data analytics to continuously refine our
plans with personalized recommendations and access to new SKUs, and special discounts for marketing spend and customer retention strategies. Customer feedback
auto-delivery. repeat customers. (ratings & reviews) will be a critical input for product development and service
improvement.
 Personalized CRM: Targeted emails/SMS based  App-Exclusive Benefits: Push notifications for

🇮🇳 Cultural Hook: The Chai-Coffee Ritual

on purchase history, abandoned cart recovery, flash sales, gamified experiences, and early
and re-engagement campaigns. access to content.

4. Advocacy Cup-Ji taps into India's deep-rooted chai and coffee ritual, transforming
 it for the modern, on-the-go lifestyle. We are not just selling a beverage;
 Gifting Campaigns: Special festive packaging, # User-Generated Content (UGC): Contests we are selling a moment of comfort, a taste of home, and a symbol of
corporate gifting solutions, and personalized gift (#MyChaiStory), rewards for reviews and social aspiration, seamlessly integrated into daily routines from the morning
notes. shares. commute to the office break. Our product is designed to fit perfectly into
the existing cultural fabric, offering convenience without compromising on
 Referral Programs: Incentivized friend & family  Ratings & Reviews: Proactive requests for
referrals with mutual benefits. product reviews on D2C, Amazon, and Google. authenticity or experience.
Respond to all feedback.
GTM Roadmap (Quarter × KPI): Accelerating Towards ₹10 Cr ARR 🚀 Cup-Ji

12-Month Execution Plan: Phased Market Penetration & Growth 🗓️

Cup-Ji's GTM roadmap focuses on systematic expansion across channels, SKUs, and geographies with clear quarterly objectives and KPIs. The plan is designed to achieve a ₹5-10 Cr ARR
within 12-18 months while maintaining 40%+ gross margins, leveraging strategic partnerships and data-driven decisions.

Q3 2025 Q4 2025 Q1 2026 Q2 2026

🏗️ 🎉 ⚙️ 🌐
"Foundation Building & Initial Traction" "Festive Expansion & Corporate "Channel Optimization & Subscription "Scale & Innovate: Expanding Footprint"
Penetration" Growth"

 Focus SKU  Focus SKU  Focus SKU  Focus SKU

Masala Chai, Classic Coffee (Core Offerings) Festive Gift Boxes, Cardamom Chai Subscription Boxes, Travel Packs (Recurring Summer Specials, New Formats (Innovation
(Seasonal & Gifting) Revenue) & Seasonality)
 Primary Channel
D2C Website + Amazon (High-Margin Focus)  Primary Channel  Primary Channel  Primary Channel
Corporate Gifting + Quick Commerce (B2B IRCTC Pilot + D2C Subscription (Mass Tier-1 Retail + Expanded IRCTC (Wider
 Key Metric & Impulse) Reach & Loyalty) Reach)
CAC:LTV = 1:2.5 (Profitability Benchmark)
 Key Metric  Key Metric  Key Metric
 Cultural Moment AOV ₹450+ (Increased Basket Size) Repeat Rate 45%+ (Customer Retention & ₹1.25 Cr Monthly Revenue (ARR Target
Independence Day Campaign (Patriotic LTV) Achievement)
Branding & Consumer Engagement)  Cultural Moment
Diwali & Corporate Gifting Season (High-  Cultural Moment  Cultural Moment
 Owner Volume Sales & Brand Visibility) Republic Day + Winter Campaign (National Summer Travel Season (On-the-Go
CMO + Head of D2C Pride & Comfort) Consumption & New Product Launch)
 Owner
Head of B2B + Product Lead  Owner  Owner
CXO + Channel Partnerships CEO + Full Leadership Team

Projected Revenue Growth: Path to ₹10 Cr ARR 📊

💡 Roadmap Insights
This roadmap is designed for aggressive yet sustainable growth, balancing D2C profitability with strategic institutional partnerships. Each quarter builds upon the previous, leveraging seasonal opportunities and cultural moments
to drive adoption and repeat purchases. Agile execution and continuous performance monitoring will be critical to adapt to market dynamics and achieve our ambitious ARR targets.
Risks & Mitigation: Proactive Management for Sustainable Growth
Cup-Ji
⚠️
Risk-to-Resolution Framework: Identifying & Addressing Key Challenges 🛡️ Risk Assessment Matrix: Prioritizing

Risk Area Severity Potential Impact Mitigation Strategy

Strategic Focus 📊
Product-Market Fit Gap High Low repeat rates, high CAC, negative Rapid A/B testing & product iteration
reviews Bi-weekly customer feedback loops

Copycat Competition High Margin erosion, price wars, market Patent filter technology & continuous R&D
share loss Build strong brand moat & exclusive
partnerships

High Customer Medium Cash burn, unsustainable unit Focus on high-margin D2C & organic growth
Acquisition Cost (CAC) economics Optimize ad spend & implement referral
programs

Supply Chain Medium Stockouts, quality inconsistency, Multi-vendor sourcing & 3-month inventory
Disruptions delivery delays buffer
Regional fulfillment centers

Risk Categories
Regulatory Changes & Low Compliance costs, labeling changes Proactive FSSAI certification & sustainable
Compliance packaging R&D
Product Market Operations Regulatory
Engage regulatory affairs consultant

💡 Key Risk Management Principles  Key Strategic Insight

Our risk management approach is proactive and iterative. We prioritize risks based on their potential impact and likelihood, focusing The highest impact and likelihood risks (Product-Market Fit
resources on high-severity areas. Continuous monitoring of market trends, competitor activities, and regulatory landscapes will enable & Copycat Competition) are largely within Cup-Ji's control.
agile responses. We believe in building resilience through diversified supply chains and robust feedback mechanisms to minimize These demand immediate and sustained strategic focus
disruptions and capitalize on emerging opportunities. to secure long-term market leadership.
Why Cup-Ji Will Win in India's Beverage Revolution Cup-Ji

💡 KEY STRATEGIC INSIGHT

Cup-Ji's triple-layered moat of product innovation, brand storytelling, and founder expertise creates a defensible position in India's rapidly
evolving beverage market, enabling profitable scaling to ₹10 Cr ARR by 2026.

3-LAYER STRATEGIC MOAT 🏰

🔬 🎭 👑
Product Moat Brand Moat Founder Moat
Patented filter technology for superior brewing Shark Tank India visibility & national recognition 100-year tea family legacy & deep industry knowledge
Proprietary tea blending process & premium coffee Gulfood innovation awards validating product Strong supply chain relationships & direct sourcing
premix excellence Proprietary sourcing knowledge for premium
Biodegradable packaging innovation for Authentic Indian heritage positioning with modern ingredients
sustainability appeal Proven beverage innovation expertise &
Authentic Indian flavor profiles & global aspirations Nostalgic yet modern brand narrative resonating entrepreneurial drive
with consumers

₹10 Cr 40%+ 45% 1:3.5

Target ARR by Q2 2026 🎯 Gross Margin 💰 Repeat Purchase Rate 🔄 CAC:LTV Ratio 📈
OUR VISION 🔭
"To transform India's tea and coffee rituals for the modern consumer, making premium beverage experiences
accessible anytime, anywhere. We are not just selling a product; we are selling convenience, quality, and a
piece of Indian heritage in every cup."

✨ Sip India's Soul, On-the-Go ✨