CAFÉ

Jute handicrafts FORMAT

Old Windows Jute Stools

Our cafes are more than just spaces to

savor your favorite brew – they are
vibrant hubs that authentically
embody the richness of the local
Durga Puja culture.

Alpona (Rangoli) KOLKATA

• Features traditional alpona or rangoli, iconic yellow taxis,

and the works by Jamini Roy and Rabindranath Tagore.
Terracotta • Vintage charm with old window aesthetics of North
Kolkata.
Paintings by Jamini Roy • Sketches of the Victoria Memorial, adding a historical
touch.

Yellow Taxi • Cultural Décor and Local Handicraft Showcase - Each item
chosen for cultural significance and artistic charm
• Affordable Elegance - Sourced items, including jute
furniture, cost less while maintaining aesthetic charm.
Rabindranath Tagore Poems • Community Support - Aims to boost income by
showcasing and selling locally crafted handicrafts.
 SOURCING LOCATION
Delhi NCR, Jaipur,
• Ethical Sourcing Priority: Local farmers will Ahmedabad,
be the primary source for raw materials, • Population Density:
Chandigarh, Indore,
ensuring ethical practices and supporting the Kolkata, Bengaluru, larger consumer base.
local agricultural community. Hyderabad, • Youthful Demographics:
• Diverse Sourcing Network: Engage a variety Mumbai, Goa, young adults, including
of farms across different geographical areas Chennai, Pune college students and
to establish a resilient supply chain, professionals.
minimizing the risk of disruptions and • Disposable Incomes:
ensuring flexibility in meeting requirements. thriving economies and a
• Strategic Approach: Involving a wide range population with
of farms and locations provides a strategic disposable incomes.
advantage, enabling us to navigate • Corporate Presence: The
unanticipated situations and maintain a presence of corporates
steady supply of raw materials. in some cities indicates
• Reduced Disruption Risk: By diversifying our a demand for casual
sourcing network, we reduce the likelihood of meeting spaces, fitting
future disruptions, ensuring a consistent and well with the café
reliable supply of raw materials for our culture.
products. • Rich Cultural Heritage
• Direct Engagement with Artisans: Decor and and Significance: places
handicraft items will be directly sourced rich in cultural heritage
from local artisans, fostering a direct adds a distinctive charm
connection with the community and to the café ambiance
promoting the talents of local craftsmen. which enhances the
• Authenticity and Cultural Enrichment: overall customer
Sourcing from local artisans not only aligns experience but also
with ethical practices but also enhances the aligns with the café's
authenticity and cultural richness of our commitment to
products, creating a unique and meaningful authenticity and local
offering. identity.
 REPURPOSING “SPENT COFFEE GROUNDS”
About 60 million kg spent coffee grounds is generated daily

Introducing Coffee Cups which smell like Coffee and are made from Coffee ground waste

• Coffee mugs/ Cutlery made from Coffee ground

waste – both dine in and takeaway options
• They bring a unique touch with the aroma of
coffee and the visual appeal of dark wood.

They manufactured from Coffee Bio-composite resins . Coffee Bio-

composite has many properties that other traditional plastics do not
have, such as:

• Biodegradability because derived from coffee grounds

• Customers can return the takeaway mugs when
its lifecycle is over.
• These mugs are reused after their lifecycle is
over to produce more mugs, thus showing a
strong commitment to Circular Economy and
Closed loop Manufacturing.
• Guaranteed to be safe to use at high temperatures (below 120
degrees Celsius).
• Possessing all the inherent characteristics of traditional PP plastic.
• High strength, good impact resistance.
• Competitive price, much cheaper than traditional plastic
 REPURPOSING “SPENT
COFFEE GROUNDS”
COMPOSTING
• Sustainable Waste Management: where coffee
ground waste is repurposed as fertilizer.
• Rich nitrogen content in coffee grounds
enhances the composting process, supporting
the growth of beneficial bacteria crucial for
breaking down organic matter – a prime
example of "nutrient cycling" within an
ecosystem.
• Coffee grounds take approximately 3-4
months to decompose into compost.
• Community Engagement: By inviting
customers to take part in the collection of
coffee grounds for personal use as fertilizer,
the cafe promotes a sense of shared
responsibility and educates the community
about the importance of sustainable practices.
embodying the concept of "civic engagement"
and "sustainable consumption”.
FILTERS
PAPER FILTERS
While single-use paper filters have a limited
lifespan, they can still be repurposed for
composting after use. This practice aligns with
the principles of "waste reduction" and "organic
recycling."
CLOTH FILTERS
Environmentally conscious alternative, offering
reusability and a distinct flavor profile – a
lighter, sweeter coffee experience.
METAL FILTERS
Metal filters are mostly used for their durability
and can be reused extensively. This longevity
aligns with the principle of "extended product
lifespan" and reduces the need for frequent
replacements, contributing to resource
conservation.
DISCOUNT ON REUSEABLE
CUPS
BYOC – BRING YOUR OWN CUPS
• Discounts available if customers bring their own cups.
• Commitment to sustainability by encouraging waste
reduction.
• Lowers the carbon footprint associated with
disposable cup production and transportation.
• Cultivates eco-friendly consumer behavior and
awareness.
GET THE DESI BREW MUGS
• Discount for customers who purchase The Desi Brew
Cup and bring it for subsequent visits.
• Reusable and infinitely recyclable aluminum mugs
reduce single-use waste.
• Discounts upon returning these cups to the cafe for
recycling at the end of their lifespan, the program aligns
with circular economy principles, creating a sustainable
cycle of production, use, and recycling.
 TARGET
• The target audience - individuals aged 20
to 45, including college students and
corporate workers.
• Geographically, the focus is on main cities
with a substantial population falling within
the specified demographic.
SEGMENTATION
01
• The segmentation is based on
age (20 to 45), lifestyle (college
students and corporate
workers), and environmentally
conscious values.
• Geographic segmentation
involves targeting urban areas in
main cities with a concentration
of the identified demographic. 02
DIFFERENTIATION
• Stands out by integrating sustainable
practices at every level, from coffee
sourcing to waste reduction initiatives.
• Unique offerings like coffee mugs and
cutlery made from coffee ground waste,
reusable aluminum mugs, focus on locally
sourced cultural décor and a commitment
to a closed-loop system differentiate it from
traditional coffee shops.
POSITIONING
THE DESI • The Desi Brew positions itself as an
environmentally conscious brand that
BREW
offers more than just coffee; it provides a
unique experience rooted in sustainability.
• The brand aims to be perceived as a
community hub, fostering a sense of
connection, awareness, and responsibility
among its customers.
04
PRICE RANGE
• The price will range
between 100 to 200
rupees based on
different types of coffee
blends, different flavors
05 and 3 different sizes for
each category.
VALUE PROPOSITION
• Offering a holistic and sustainable coffee
experience in culturally aesthetic spaces.
• Provides premium coffee blends sourced
ethically, coupled with a commitment to
environmental conservation and community
engagement.
• The unique atmosphere, regular festivals, live
03 06 performances, and community involvement
contribute to the overall value proposition,
making it more than just a coffee destination.

CULTURALLY SIGNIFICANT
AESTHETICS
A Place of Comfort for
The Desi Heart
• The goal is to design a space that
is both visually captivating and
emotionally resonant, drawing
inspiration from the local heritage
and offering affordability without
JAIPUR
compromising aesthetics.
• We aim to create an inviting
atmosphere that not only pleases
the eye but also makes every
customer feel a sense of
connection and comfort,
encapsulating the unique essence
of the state or city.
FESTS AND POP-UPS
• The café will host regular festivals, inviting small business owners to set up
stalls and promote their handmade items.
• Live performances and open mic sessions will add to the vibrant
atmosphere.
• The café will also sells handicrafts made by local artisans, providing an
income source for them and fostering community support.
• This dynamic approach aims to create a lively space that goes beyond just
having coffee.
MARKETING STRATEGIES
• Experiential Marketing – festivals, live performances and supporting local
artisans and handmade local items
• Unique Selling Proposition (USP) – multifaceted atmosphere, ethical and
sustainable practices made engaging and fun
• Brand Differentiation and Sustainable Branding – affordability, aesthetics,
and local heritage
• Community-Centric Marketing – selling items made by local, creating
sustainable customer interaction and fostering community support
enhancing customer engagement
• Positive Word-of-Mouth Marketing – customers share their unique and
enjoyable experiences, further expanding the café's reach within the
community.
 COMMUNITY BUILDING

CUSTOMER PORTFOLIO COMMUNITY FORUMS & COMMUNITY CALENDAR

• Every customer is assigned a personalized
portfolio that records their coffee consumption at
The Desi Brew.
• The profile is not only transactional but also
serves to showcase the environmental impact of
their choices, emphasizing how their patronage
contributes to sustainability.
• Customer portfolios are regularly updated to reflect
• Data includes information on ethical sourcing,
waste repurposing, and the cafe's efforts to follow
closed-loop and circular economy principles.
DISCUSSIONS
• Weekly discussion forums are conducted around
• The Desi Brew community gives it
sustainability, providing a platform for community
community members access to a dynamic
members to engage in meaningful conversations.
community calendar that features daily
• The forums aim to promote the ideology of
updates on discounts, special offers, and
sustainability and encourage knowledge-sharing
upcoming events at nearby cafes.
among community members.
• Information about open mics, pop-up
festivals, and other community activities is
participation in community forums, ensuring that
readily available, fostering a sense of
each member's level of engagement is recognized
excitement and participation.
and acknowledged.

• Storytelling for Impact – customers are not just consumers, they become part of a larger narrative of environmental consciousness
• Education-Based Marketing –The Desi Brew positions itself as an educator, influencing customer behavior and choices through weekly
MARKETING forums, data on Desi Brew’s sustainable practices
STRATEGIES • Personalized Impact Data – showcasing personalized data on environmental impact directly engages customers in the sustainability
journey, fosters a sense of responsibility and connection with The Desi Brew's sustainability initiatives
 BLOGS &
NEWSLETTERS
Fostering a shared commitment
to the Art Of Coffee and
Sustainable Living
• The Desi Brew's regular blogs and
newsletters - a dynamic platform for
customer engagement, providing valuable
insights into the world of coffee.
• Topics cover premium coffee beans,
detailing the sourcing of The Desi Brew's
beans and exploring various coffee blends,
enhancing customers' understanding and
appreciation for quality coffee.
• Information on the benefits of coffee
composting, recycling filters, repurposing
coffee grounds contributes to a broader
understanding of sustainable practices in
the coffee industry.
• The inclusion of ongoing discounts and
offers not only adds value for customers
but also encourages active participation in
The Desi Brew's commitment to both
quality coffee experiences and
environmental stewardship.
QR CODES
Every Table, Takeaway Cups
and The Desi Brew mugs
• QR codes will take the customers to The
Desi Brew’s website page.
• The initiative is designed to not only inform
but also inspire, encouraging customers to
participate in and support The Desi Brew's
sustainability mission.
• Enthusiastic customers are given the
opportunity to contribute to the cause
through donations, establishing a direct
link between their actions and supporting
farmers in adopting ethical and
sustainable agricultural practices.
MARKETING
STRATEGIES
• Content Marketing – Blogs, Newsletters
• Call-to-Action (CTA) – Directing to
website through QRs
• Cause Marketing – supporting farmers
• Interactive Marketing – participation of
customers through donations
Customer Satisfaction and Loyalty Metrics
• Measure customer satisfaction through surveys,
reviews, and feedback.
• Analyze customer retention rates and the frequency of
repeat visits.
• Track the success of loyalty programs, such as
discounts for bringing own cups or participating in
community events.
Website Traffic and Engagement Metrics
• Monitor website traffic, click-through rates,
and user engagement on blogs and
newsletters.
• Evaluate the impact of sustainability-
focused content on customer behavior.
• Assess the effectiveness of the website in
converting visitors into engaged community
members.
Community Building Metrics
• Track the growth of the community
through sign-ups, forum participation,
and event attendance.
• Analyze the demographics and
preferences of community members.
• Measure the success of community-
driven initiatives, such as weekly
sustainability forums.
KEY Sales and Revenue Metrics
PERFORMANCE • Evaluate the impact of sustainability initiatives
on sales and revenue.
INDICATORS • Track the performance of specific products like
reusable cups or recycled mugs.
• Assess the correlation between sustainability
practices and customer spending.
Environmental Impact Metrics
• Quantify the reduction in
disposable cup usage through
discounts for bringing own cups.
• Measure the number of mugs
returned for recycling and assess
the closed-loop manufacturing
impact.
• Track the amount of coffee
ground waste repurposed for
composting.
Market Penetration and
Expansion Metrics
Competitive Analysis • Assess market share within the
target demographic of 20 to 45-
year-olds in the specified cities.
• Compare the business's sustainability practices and community • Explore opportunities for
engagement initiatives with competitors.
expansion into new cities or
• Identify areas where the business excels and where neighborhoods with a similar
improvements can be made population.
THE DESI BREW WEBSITE

https://thedesibrew.godaddysites.com
THANK YOU