Nukkad, the Chaitastic Teafe: Considering Efficacy in Growth Options
In December 2016, the founder of Nukkad, The Chaitastic Teaf Pvt. Ltd. (Nukkad), an organized tea caf retail chain, was pleased to see that Nukkad had garnered positive reviews and ratings on numerous social media pages. He was proud of his social enterprise, which encompassed two caf s based in Raipur, Chhattisgarh, India. Since its inception in 2013, Nukkad had created quite a buzz for its distinctive initiative: it specifically employed youths with speech- and hearing-related disabilities. Its founder's aim was to expand Nukkad to more locations so that more people with these disabilities could be employed and a larger customer base could be reached. What was the best way to achieve this aim? Should he continue expanding with his own outlets (traditional expansion) or through franchising? If the latter, what type of franchising model should Nukkad follow? The authors Bandinee Pradhan, Ritu Srivastava, and Meeta Dasgupta are affiliated with Management Development Institute.