Retail

Manageme
nt
Report on

Chitale Bandhu
Mithaiwale

By

Prajakta Hebbar
T.Y. B.B.A.
SCOS
Roll No. 1 7
Chitale Bandhu Mithaiwale
Chitale Bandhu Mithaiwale is a sweetshop chain in Pune with
several locations across the city. It offers high quality and delicious
range of Sweets, Namkeens and Milk Products. It serves everything
from Bakarwadi to Pedha, Shrikhand, Laddoos and Namkeen.

Started in 1950, the company is continuously rising on the growth

chart and setting very high quality standards. Their strict emphasis
on quality is combined with the latest technology to offer the
customers a competitive edge. Since its inception, the company
has established a reputation for itself as a supplier of quality
products.

Chitale Bandhu Mithaiwale currently has 10 retail outlets

throughout Pune and many more all over Maharashtra.

The motto of Chitale Bandhu Mithaiwale as per their web-site is:

“We focus on quality and aim to achieve total customer
satisfaction, both in the products we offer and in the service that
follows.
Our highest priority is on customising our products. We are
committed to provide what our customer wants and we provide
quality and consistency at the best value.”

There have been numerous attempts by other entities (both small

and corporate) to penetrate the market dominated by the Chitales.
But all these attempts have been an embarrassment for them. The
milk supplied by the Chitales is the absolute market leader. And
their sweets are a standard of their own. Such is the faith of
Punekars in the brand, that even the national best-seller Amul
could not reduce Chitale's market share. Though the brand is
powerful in Pune, its existence elsewhere is comparatively less.

The Chitale stores are at times criticized for their customer un-
friendly operational timings. In this customer-is-the-king era, the
Chitale stores remain closed from 1:00 p.m. - 4:00 p.m. everyday.
There have been instances where the customer had to go back
empty handed on reaching the store at 1:03 p.m.!
 Chitale Bandhu Mithaiwale

Visit Details
• Type of Store:
-Speciality store

• Total Store Area:

-2000 Square Feet (approximately)

• Location:
-Part of a business district.
Chitale Bandhu Mithaiwale is located on the very busy Bajirao
Road, near the famous Tulshibaug.

• Signage:
Brown letters in English and Devnagri on an off-white
background.
 • Entrance:
There is only one entrance to the Chitale Bandhu Mithaiwale
store at Bajirao Road. The exit is also the same.

• Store Structure:
-Race Track

• Display Windows:
Display windows in Chitale Bandhu Mithaiwale are inside the
store. There are clean glass shelves with sweets arranged in
an attractive manner.

Names of the sweet and its price per kilogram is mentioned in

the display windows.
 • Parking Facility:
Parking Facility is available just around the corner near
Chitale Bandhu’s Milk Products shop.

Store Interiors
• Colours and Lighting:
The colours used inside the store are the shades of white and
brown. This colour combination gives a shiny effect to the
whole place.
The Lighting used in the store is only white.

• Personnel:
The personnel of Chitale Bandhu Mithaiwale is very prompt
and helpful. There is an enquiry desk to help the customers.
 • Technology:
Every customer who enters is given a billing card so that their
track record can be kept. These cards are swiped while
making the customer’s bill and then collected while he leaves
the store. There are computerised bills and receipts. Chitale
Bandhu Mithaiwale also accepts credit and debit cards.
The newest development is their new web-site, where they
take orders online.