{"id":916,"date":"2025-03-11T11:58:39","date_gmt":"2025-03-11T06:28:39","guid":{"rendered":"http:\/\/www.dominixglobal.com\/cts\/?post_type=work&#038;p=916"},"modified":"2025-04-11T12:44:52","modified_gmt":"2025-04-11T07:14:52","slug":"chitale","status":"publish","type":"work","link":"https:\/\/www.dominixglobal.com\/cts\/work\/chitale\/","title":{"rendered":"Chitale Bandhu Mithaiwale"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"video-section\"><video class=\"fullscreen-video\" autoplay=\"autoplay\" loop=\"loop\" muted=\"\" width=\"300\" height=\"150\"><source src=\"https:\/\/dominix.s3.us-east-1.amazonaws.com\/wp-content\/uploads\/sites\/4\/2025\/04\/chitale-hero.mp4\" type=\"video\/mp4\" \/>Your browser does not support the video tag.<\/video><\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=&#8221;work-detail-area&#8221;][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2>We<br \/>\n<span class=\"scaled\"> CREATED<\/span><br \/>\nfor Chitale Bandhu Mithaiwale<\/h2>\n<h3>Overview<\/h3>\n<p>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:<br \/>\n1. A mobile retail solution to sustain sales during the pandemic.<br \/>\n2. A complete rebranding strategy to transition from a regional to a global identity.<br \/>\n3. The Chitale Vision Park\u2014a 21-acre immersive experience designed to showcase the brand\u2019s legacy, manufacturing excellence, and sustainability.[\/vc_column_text]\t\n\t<div class=\"news-slider work-image-slider\">\n\t\n\t\t\t\n\t\t\t\t\t<div class=\"news-slide\">\n\t\t\t\t\t\t\t<video class=\"img-fluid\" controls>\n\t\t\t\t\t<source src=\"https:\/\/dominix.s3.us-east-1.amazonaws.com\/wp-content\/uploads\/sites\/4\/2025\/03\/chitale-Carousal-1-1.mp4\" type=\"video\/mp4\">\n\t\t\t\t\tYour browser does not support the video tag.\n\t\t\t\t<\/video>\n\t\t\t\t\t<\/div>        \n\t\t\t\t\t<div class=\"news-slide\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/dominix.s3.us-east-1.amazonaws.com\/wp-content\/uploads\/sites\/4\/2025\/04\/chitaleCarousal-2--scaled.jpg\" class=\"img-fluid\" alt=\"chitaleCarousal 2\">\n\t\t\t\t\t<\/div>        \n\t\t\t\t\t<div class=\"news-slide\">\n\t\t\t\t\t\t\t<video class=\"img-fluid\" controls>\n\t\t\t\t\t<source src=\"https:\/\/dominix.s3.us-east-1.amazonaws.com\/wp-content\/uploads\/sites\/4\/2025\/03\/chitaleCarousal-3-1.mp4\" type=\"video\/mp4\">\n\t\t\t\t\tYour browser does not support the video tag.\n\t\t\t\t<\/video>\n\t\t\t\t\t<\/div>        \n\t\t\n\t\t\n\n\t\t\n<\/div>\n\n<style>\n .news-slider {\n    \/* width: 80%;\n    margin: 20px auto; *\/\n}\n\n.news-slide {\n    position: relative;\n    text-align: left;\n    color: white;\n}\n\n.news-slide img {\n    width: 100%;\n    border-radius: 10px;\n    aspect-ratio: 1108 \/ 609;\n    object-fit: cover;\n\tobject-position:center;\n    object-position: top;\n}\n.news-slide video{\n\t border-radius: 10px;\n\t width: 100%;\n\t height: 730px;\n}\n\n.news-slider .slick-arrow{\n    width: 25px;\n    height: 25px;\n}\n.news-slider .slick-arrow::before{\n    font-size: 0px !important;\n}\n.news-slider .slick-next {\n    right: 20px;\n    z-index: 9;\n    background-image: url(\"data:image\/svg+xml;charset=UTF-8,%3csvg width='24' height='25' viewBox='0 0 24 25' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'%3e%3cpath d='M5 21.1412L13.6532 12.3437L5 3.54625L7.66397 0.843748L19 12.3437L7.66397 23.8438L5 21.1412Z' fill='white'\/%3e%3c\/svg%3e \");\n\ttop: 50.6%;\n}\n.news-slider .slick-prev {\n    left: 20px;\n    z-index: 9;\n    background-image: url(\"data:image\/svg+xml;charset=UTF-8,%3csvg width='24' height='25' viewBox='0 0 24 25' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'%3e%3cpath d='M5 21.1412L13.6532 12.3437L5 3.54625L7.66397 0.843748L19 12.3437L7.66397 23.8438L5 21.1412Z' fill='white'\/%3e%3c\/svg%3e \");\n    transform: scaleX(-1);\n    transform-origin: center;\n    top: 49%;\n\n}\n\n@media(max-width:600px){\n    .news-slider .news-slide > img{\n        height: 210px;\n        object-fit: cover;\n    }\n\t.news-slider .news-slide > img {\n         border-top-left-radius: 16px !important;\n        border-top-right-radius: 16px !important; \n    }\n\t.news-slider .slick-prev{\n\t\ttop: 40%;\n\t}\n\t.news-slider .slick-next{\n\t\ttop: 47%;\n\t}\n\t.news-slide video{\n\t \n\t height: 210px;\n}\n    \n}\n\n\n<\/style>\n    <script>\n jQuery(document).ready(function($){\n    $('.news-slider').slick({\n        dots: false,\n        \/\/ infinite: true,\n        speed: 2000,\n        slidesToShow: 1,\n        slidesToScroll: 1,\n        autoplay: true,\n        autoplaySpeed: 3000,\n        arrows: true\n    });\n});\n\n    <\/script>\n\n    [vc_row_inner el_class=&#8221;number-of-sale-section&#8221;][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"d-flex\">\n<h2 class=\"animate-counter\">\u20b9<span class=\"counter-animation\">300<\/span>Cr+<\/h2>\n<h4>Added<br \/>\nRevenue<\/h4>\n<\/div>\n<p>\u20b9300 Cr+ in additional revenue[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"d-flex\">\n<h2 class=\"animate-counter\"><span class=\"counter-animation\">1<\/span>M+<\/h2>\n<h4>Customers<br \/>\nServed<\/h4>\n<\/div>\n<p>1 million+ customers served through the mobile store model[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_tta_accordion color=&#8221;white&#8221; c_icon=&#8221;chevron&#8221; c_position=&#8221;right&#8221; active_section=&#8221;1&#8243; el_class=&#8221;work-detail-accordion&#8221;][vc_tta_section title=&#8221;Challenge&#8221; tab_id=&#8221;1741678664999-449defb6-4488&#8243;][vc_column_text css=&#8221;&#8221;]<strong>Pandemic Shutdown:<\/strong> 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.<\/p>\n<p><strong>Limited Brand Recognition Beyond Maharashtra:<\/strong> The brand was a household name locally but had low recall value among non-Maharashtrians and international consumers.<\/p>\n<p><strong>Scaling for Global Markets:<\/strong> Chitale\u2019s automated, high-quality manufacturing process needed to be showcased to build trust and transparency for global expansion.[\/vc_column_text][\/vc_tta_section][vc_tta_section title=&#8221;Journey&#8221; tab_id=&#8221;1741678665005-3b37b635-f4f5&#8243;][vc_column_text css=&#8221;&#8221;]When COVID-19 hit, Chitale\u2019s stores had to shut down overnight, but demand for their products remained high.<br \/>\nSince they also sold milk, we explored ways to get essential service permissions while<br \/>\nensuring safe, contactless retail.<br \/>\nA traditional store model wasn\u2019t viable, so we redesigned the shopping experience itself.<\/p>\n<p>While Chitale was a strong regional brand, research showed low awareness outside Maharashtra.<br \/>\nWe conducted 10,000+ customer interviews and found that the Marathi logo limited mass appeal.<br \/>\nA stronger global brand identity was needed to expand into international markets.<\/p>\n<p>As Chitale scaled, trust and transparency became crucial for global expansion.<br \/>\nConsumers wanted to see the quality, hygiene, and automation behind the products.<br \/>\nWe conceptualized Chitale Vision Park to blend brand storytelling with a real-time factory experience.[\/vc_column_text][\/vc_tta_section][vc_tta_section title=&#8221;Solution&#8221; tab_id=&#8221;1741678856720-34aaf350-455a&#8221;][vc_column_text css=&#8221;&#8221;]<img decoding=\"async\" class=\"img-full-width\" src=\"https:\/\/dominix.s3.us-east-1.amazonaws.com\/wp-content\/uploads\/sites\/4\/2025\/03\/Chitale-main-inner.png\" alt=\"\" \/><\/p>\n<p>Designed 407 mobile retail trucks that operated as mini Chitale stores inside residential societies.<br \/>\nIntroduced a token-based system\u2014customers picked up tokens for products instead of physically handling items,<br \/>\nreducing contact and increasing purchases.<br \/>\nSecured government approvals to keep these trucks running under essential service permissions.\u2028Expanded the model into a low-investment franchise system, allowing sustained growth.<\/p>\n<p>Modernized the brand identity\u2014replaced the Marathi logo with an English logo to increase national and<br \/>\ninternational accessibility.<br \/>\nCreated 7 brand books (2,500+ pages) covering brand architecture, visual identity, and marketing strategy.\u2028Built a brand narrative focused on heritage, automation, and trust, aligning with global consumer expectations.<\/p>\n<p>Designed a three-phase blueprint for a 21-acre immersive experience center.\u2028Key attractions included:<br \/>\n1. Brand Walk &amp; Storytelling Hub \u2013 Showcasing Chitale\u2019s journey and evolution.<br \/>\n2. Manufacturing Viewing Decks \u2013 A controlled space where visitors could witness automated production.<br \/>\n3. Sustainability Hub \u2013 Educating visitors on Chitale\u2019s eco-friendly practices.<br \/>\n4. The Chitale Caf\u00e9 &amp; Store \u2013 Featuring ready-to-eat and ready-to-mix innovations.[\/vc_column_text][\/vc_tta_section][\/vc_tta_accordion][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Transformed Chitale Bandhu Mithaiwale with mobile retail, global rebranding, and the 21-acre Chitale Vision Park to sustain sales and elevate brand presence.<\/p>\n","protected":false},"featured_media":917,"menu_order":12,"template":"","format":"standard","class_list":["post-916","work","type-work","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Chitale Bandhu Mithaiwale - CTS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dominixglobal.com\/cts\/work\/chitale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Chitale Bandhu Mithaiwale - 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