Book Title: Case Chronicles
Editors: Prof. Dr. Shraddha S. Bhandwalkar, Dr. Deepali S. Ubale and Dr. Shubhada A. Athavale
ISBN: 978-81-980078-8-9
Chapter: 1
DOI: https://doi.org/10.59646/cc1/274
Author: Prof. Dr. Shraddha S. Bhandwalkar
Abstract
Puneri Amruttulya, a well-known name in the area of entrepreneurship, is blending tradition with innovation in the hot beverage industry. This case study explores how the brand has redefined the traditional as well as Classic tea business by offering quality, standardization, and exceptional customer service. Starting in Pune, Puneri Amruttulya has quickly become a leader in the market. Founded by experienced professionals in heritage tea industry, the company aims to commercialize Indian tea culture with its flagship product, Amruttulya Tea—a special blend of black tea and spices that has gained immense popularity. The company’s business model, which includes a franchise system, ensures rapid expansion while maintaining high standards across all outlets. Despite facing competition from both traditional chai vendors and modern tea chains, Puneri Amruttulya has carved a niche for itself through its strong cultural branding and commitment to quality. The company’s future plan includes expanding to new cities, developing new tea blends, and enhancing its online presence. Financially, the company has adopted a realist strategy which focused on cost management, reinvestment, and maintaining a healthy cash flow. With ambitious revenue targets and plans for an IPO by 2026, Puneri Amruttulya is poised for continued growth and success in the rapidly evolving tea industry.
Keywords: Amruttulya Tea, Cultural Branding, Franchise System, Expansion Strategy, Financial Strategy, Customer Experience
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