Chitale Bandhu Mithaiwale

We
CREATED
for Chitale Bandhu Mithaiwale

Overview

Chitale Bandhu Mithaiwale, a heritage brand in Maharashtra, faced a critical challenge when COVID-19 forced their stores to shut down, halting 95% of their sales. Recognizing the need to innovate, scale, and globalize, we led a three-phase transformation that included:
1. A mobile retail solution to sustain sales during the pandemic.
2. A complete rebranding strategy to transition from a regional to a global identity.
3. The Chitale Vision Park—a 21-acre immersive experience designed to showcase the brand’s legacy, manufacturing excellence, and sustainability.

₹300Cr+

Added
Revenue

₹300 Cr+ in additional revenue

1M+

Customers
Served

1 million+ customers served through the mobile store model

Challenge

Pandemic Shutdown: With 95% of sales coming from physical stores, COVID-19 forced a complete halt in business, as Chitale was not classified as an essential service.

Limited Brand Recognition Beyond Maharashtra: The brand was a household name locally but had low recall value among non-Maharashtrians and international consumers.

Scaling for Global Markets: Chitale’s automated, high-quality manufacturing process needed to be showcased to build trust and transparency for global expansion.

Journey

When COVID-19 hit, Chitale’s stores had to shut down overnight, but demand for their products remained high.
Since they also sold milk, we explored ways to get essential service permissions while
ensuring safe, contactless retail.
A traditional store model wasn’t viable, so we redesigned the shopping experience itself.

While Chitale was a strong regional brand, research showed low awareness outside Maharashtra.
We conducted 10,000+ customer interviews and found that the Marathi logo limited mass appeal.
A stronger global brand identity was needed to expand into international markets.

As Chitale scaled, trust and transparency became crucial for global expansion.
Consumers wanted to see the quality, hygiene, and automation behind the products.
We conceptualized Chitale Vision Park to blend brand storytelling with a real-time factory experience.

Solution

Designed 407 mobile retail trucks that operated as mini Chitale stores inside residential societies.
Introduced a token-based system—customers picked up tokens for products instead of physically handling items,
reducing contact and increasing purchases.
Secured government approvals to keep these trucks running under essential service permissions. Expanded the model into a low-investment franchise system, allowing sustained growth.

Modernized the brand identity—replaced the Marathi logo with an English logo to increase national and
international accessibility.
Created 7 brand books (2,500+ pages) covering brand architecture, visual identity, and marketing strategy. Built a brand narrative focused on heritage, automation, and trust, aligning with global consumer expectations.

Designed a three-phase blueprint for a 21-acre immersive experience center. Key attractions included:
1. Brand Walk & Storytelling Hub – Showcasing Chitale’s journey and evolution.
2. Manufacturing Viewing Decks – A controlled space where visitors could witness automated production.
3. Sustainability Hub – Educating visitors on Chitale’s eco-friendly practices.
4. The Chitale Café & Store – Featuring ready-to-eat and ready-to-mix innovations.