Digital strategy to increase customer reach for croft beverages Pvt. Ltd.

Abstract

Croft is a term used for "small farms" at the backyard of a house. Croft beverages started up in 2021 is a platform founded in connecting true tea lovers to the roots. Croft is rooted in catering to the unfilled/unmet/unquenched thirst of tea lovers in sipping their perfect and natural cuppa tea. Small farmers are the centre of Croft's supply chain and who Croft believes are the key to long-term sustainabil ity for high-quality teas. Croft is passionate in sourcing 100% natural, planted, and hand-picked tea leaves from the hills and fresh tea estates of Nilgiris. Croft believes in following sustainable and ethical farming practices where tea leaves are harvested by time-honoured and skilled tea farmers, processed by mini-factories and self-help groups, and strictly screened for premium quality and hand-crafted by the personnel of Croft Beverages. We will be analysing the specialty tea industry, competitors and looking at the need gap that Croft Beverages is trying to address. It is a for-profit start-up but with a social welfare vision of trying to improve the livelihood of small-scale tea farmers. Through the analysis of the existing structure, products, partnerships, and the business model of the firm, we try to understand the scope of scalability and perpetuity of Croft Beverages.