Marketing Strategies of Chitale Bandhu

CHITALE BANDHU and its Marketing Strategies

Submitted to – Dr. Shubhra Anand    Submitted by – Abbas Bagwala

ROLL No. - 40107

Abstract-

Following in the strides of his dad Shri B.G. Chitale, the visionary and originator of Chitale's dairy business, Shri Raghunath Rao (Bhausaheb) Chitale established the framework of Chitale Bandhu Mithaiwale in 1950. Like all other Chitale business endeavors, the undertaking made an unassuming start with a little manual unit keep running with the help of residential offer assistance.

The venture started its operations in the core of Pune city, in Bajirao street, which is presently one of the greatest and biggest offering outlets in Pune. The second outlet opened at Deccan Gymkhana, under the direction of Shri N.B. (Rajabhau) Chitale, the more youthful sibling of Bhausaheb. A fantasy motivated by Shri B.G. Chitale, has now been changed into the most prestigious and solid name in India's nourishment and confectionary industry. The organization keeps on separating itself by keeping up second-to-none quality levels, which has dependably been their trademark. All Chitale items are produced with an 'insignificant manual intercession' arrangement, to hold consistency in quality and hygiene.

In this project we are going to look at various marketing strategies of Chitale Bandhu which help them grew so fast and also the problems faced by them in bringing their product to end customers.

Introduction-

Every city has a sweet tooth. Chennai has jangiri and mysore pak, Kolkata gets high on rosogollas, Delhi gorges on rabdi jalebi and Pune is famous for its pedhas. One place that has been whetting Pune’s appetite for sweets and savouries (namkeen) over 62 years is the famous Chitale Bandhu.

Set up in 1950 in a 500 sq. ft. shop, Chitale Bandhu has had a successful journey with two company-owned shops in the city’s vibrant localities of Bajirao Road and Deccan Gymkhana. Besides, there are eleven franchises spread across the city through which the brand sells.

The Chitale brand also exports its namkeen, especially bhakarwadi, to the US, Israel and Singapore.

The success of the Chitale brand is that it has kept pace with the times and with people’s aspirations. Be it introducing machines to sort and cut different products or be it the computerised billing system that the shop introduced in 1985, the Chitales have ensured that they remain in vogue even as they try and maintain their traditional class. “Even as we mechanised there was no question of compromising on quality. It was the first time that any mithai shop introduced computerised billing in Pune,” adds Chitale proudly as he alternates between this interview and signing vouchers every five minutes.

[pic 1]

Marketing Mix of Chitale Bandhu

Products-

Chitale Bandhu The menu at Chitale is as rich as its heritage with over 60 different sweets and 40 namkeen. The flagship product of Chitale Bandhu is Bhakadwadi which generates around 35% of the total revenue, it sells about 3,000 kilos a day. Chitale commands a strong market share due to the quality of its products, none of its competitor is close to Chitale. Chitale bandhu was the first company in snacks and namkeen to fully automate their production. They have installed machines for production of each and every product, and these machines made sure that there is no compromise with quality as well consistency is maintained throughout. It has also helped them increase their efficiency by manifolds.