PANIPURI IN INDIA

Panipuri is among the most common street foods in India and has an Indian essence in every sense of word.Its origin is traced to be from Uttar Pradesh and it is referred by different names in different regions of the country- For eg, Patashe In Haryana, Fulki in Central India, Golgappe in Delhi,etc. This shows that product has a very good connect with the people and is a widely preferred snack. It is among the most affordable item at a Chaat outlet and is delivered in real time and fresh to the customers. A small round hollow fried crumbly goody that explodes in the mouth flooding it with sweet, spicy and sour water while you bite into the rightly seasoned filling of chickpeas and potato, this defines delectable. One would rarely find an Indian who is not a fan of this culinary wonder. Every corner of every street there is a pani puri wala selling you this concoction but not every concoction tingles your taste buds. What is interesting is the fact that Panipuri has been a popular product, however, there hasnt been any particular branding undertaken yet for the product on a nationwide scale. There are small outlets in some cities which have come up with their own Brand names for Paanipuri. However , none of them have been holding a recognisable impact in consumer minds. Building on the prime utility and want satisfying power of the product, we have designed a Panipuri brand, to cater to the people in the city, as also in the entire country.

CRUNCH N TWIST! PANIPURI BRAND

Vision: To create a organised market for Panipuri on a national scale. Mission: To develop customer satisfaction by providing hygiene and variety in the product. Objectives: 1.) Develop the brand Crunch n Twist! on a local scale using mediums of integrated marketing communication to spread awareness about the same. 2.) Satisfying the needs and wants of customers by serving them the dish as per the requirement and as matched to the brand identity. 3.) Catering Rural areas by differential pricing so as to develop the product base in nooks and crannies of the city. 4.) Develop ways and mediums to increase customer loyalty. Brand Identity: Crunch n Twist! stands for a one-of-its-kind Panipuri brand providing different types of Panipuris to consumers, keeping the safety aspect of the product in mind.

Brand Attributes: PRODUCT: Product Exclusivity: Crunch n Twist! caters exclusively to making Panipuri products. No other Chaat items are included in the business. We are trying to come up with as many new variants as possible inorder to maintain the product exclusivity we forsee building. Hygiene A major distinguishing aspect of our brand is that it provides Hygienic Panipuris to customers. Inorder to maintain Hygiene , we follow the following steps: Well trained and groomed personnel serving the Puris to customers. Use of hand gloves while carrying out the process of making Panipuri is mandatory at Crunch n Twist! Water used is purified from water filters prior to its use. Well checked quality materials used for preparation of the product. Variety We are introducing a number of new variants in Panipuri so as to target people who like trying new flavours in snacks and also to break the monotony due to stereotypes. The prime variants at the time of launch of the store are: HOT TWIST! : Panipuri served with Hot Panipuri water building a one of its kind taste in the mouths of consuming individuals. COLD TWIST! : As an alternative to Hot Twist! , we have another flavor called Cold Twist! , wherein the customers are served the fillings in the puri alongwith ice-cold panipuri water.

 MINT TWIST! : A variant which ensures to maintain the freshness for the luxury of your taste-buds, wherein a tint of mint is added to the recipe which does the trick! JALJEERA MIX! : Healthy and spicy-A one of its kind variant of our product which caters to Jaljeera loving customers. MEETHA MAARKE! : This ones for the ones with a sweet tooth! Sweeten your tasting spirits with this flavor! NIMBOO TWIST! : As Khatta Meetha as Nimbu itself, this variety is a must try for people who love the sweet n sour combination. CHOCOLATE PURI! : Panipuri with Chocolate fillings and Chocolate sauce!!Tempted? Even we are!:) PRICE Pricing varies based on variant of Panipuri chosen A normal non variant Panipuri plate would cost the user Rs 25, with 7 Puris in one plate. The price is fixed keeping the standard Panipuri rates in the market in mind, along with the additional charge incurred for store maintenance and hygiene requirements. Maximum Price (in variant range) : Rs 45 From among the 7 variants, the lowest price of a Variant like Cold Twist! Or Hot Twist! Is Rs 30, while the highest for a product like Chocolate Puri is Rs. 45. Differential Pricing for Rural Areas For Rural areas in the city, the pricing would be relatively cheaper since the cost of ambience is reduced as the store is replaced by a stall. In the Rural areas, a normal plate would cost Rs 15, while variants would maximum cost upto Rs 30. However, the number of Puris in the plate would be 5 in either of the cases.

PROMOTION Developing Cartoon Characters named Crunch and Twist and integrating them in our promotions like: Small-sized Newspaper ads, Social media ad campaigns, Roadside Posters, In-theatre hoardings, In-store hoardings, etc Cartoons would help providing a Brand Recall value in minds of consumers, specially kids. So, whenever they see the animated Panipuri around, the would be reminded of Crunch n Twist!

Viral videos with animated characters Crunch and Twist integrating with new movies or latest happenings in the town. Social networks can be made use of for Online advertising and integrating the viral videos on the same. Simple pamphlets can be put up in rural areas and also painting walls with Crunch n Twist! cartoons can be undertaken.

PLACE Stores located near public places like Parks, Stations, Bus Stops, Theatres.etc amidst various areas in the city Old Original Retro Classic Indian Songs would be played at the Crunch n Twist! stores inorder to make the atmosphere soothing and cheerful. Air-conditioned stores with well designed interiors would be set to sell the product in the urban areas of the city. Small stalls targetting the lower middle class, located near shopping areas for local people belonging to the category