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Authors: Dayal, Smita; Nerlekar, Varsha; Roy, Subhadip;

Reference No: MAR0545 Pages: 14 Published on: 4, July, 2024

Abstract: The present case describes the positioning and growth dilemma faced by Bhupinder Madan and Abhishek Acharya, founders of Theka Coffee, a coffee start-up in western India. Theka Coffee envisioned affordable and easy availability of “fresh cold brewed 100% Arabica coffee”. After a successful launch, scaling up to 14 cafes and a subsequent ... More

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