Wagh Bakri, a packaged-tea company, started operating tea lounges as a forward integration for the company. The goal was to increase both visibility and physical presence across different locations. However, with the increase in demand for social tea drinking, it started running kiosks in addition to lounges with the dual objective of increasing both visibility and profitability. The global COVID-19 pandemic in 2020 hit revenues as lounges and kiosks were shut. In Q4 CY2021, as sales started picking up, Wagh Bakri had to come up with the right mix of lounges and kiosks to achieve its objective. The case revolves around the experience that Wagh Bakri offers to its customers for a product (tea) which is consumed mostly at homes in India. The crux of the case is how Wagh Bakri creates an experience for its customers at its kiosks and lounges to attract more customers and achieve its objectives.