How does it feel when you know that your business needs clients yet you refuse quiet a lot of them, ironical? Bet ya on that. There were clients who wanted to stand out but couldn’t fit into Out of the Box’s pricing and again after having established the pricing strategy the company couldn’t accommodate clients with shoe string budgets so eventually it went on rejecting the work.

Again when it came to Out of the box, the market had a perception of the company being an expensive one, as a result of which the company started losing business.

Nimit wanted to undo the loss without hampering Out of the box and also he had gotten tired of saying ‘no’ to clients who were low on budget. After a lot of ‘no’ and ‘sorry’ he decided to end this chain reaction of refusing clients who could not afford the Out of the box packages. Hence the brainchild of Out of the box was born-a company that would exclusively cater to those who wanted similar work like Out of the box at an affordable ‘cutting’ budget!

After having won the battle with himself, no sorts of ‘dharma sankat’ but mere conformity! Nimit faced another challenge of convincing the entire team on his new gamble. Why convincing team? Well Nimit belongs to democratic school of thoughts and anyways the members were the ones that would help him in transforming his dream into reality. One fine evening during an informal gathering – an evening break wherein the members were savoring over his mom’s khakaras and pudlas, he smartly proposed the idea of setting up this new company. All of the members were amazed –a new company?why?for what? He reasoned it out with everyone. After almost an animated hour discussion the tender got passed unanimously. The company was formed at least in the minds of the team members.

This when Nimit said these golden words in verbatim, “Lets get going guys!”

Now the immediate task for the team was to come up with a name for this brand, brief from the director mentioned it to be ‘hatake’, ‘kuch different’ and the word that personifies him ‘weird.’ Mind you, people took it literally and they came with weirdest combinations for the name, names that would lead to a closure of the company right away! The name game had begun.

Yes this situation perfectly represents the concept made popular by a cellular network company. During one of the ‘famous night walks’ of Nimit and Ankit- Art director, this new company got its current name ‘Cutting Chai.’ The Cutting Chai is used as a metaphor as well as synecdoche, to elaborate on the same Cutting Chai is cheaper than a full glass of it and it also somewhere represents that section of target audience which has lesser budgets yet is adamant on getting only the best for them!

Again the concept of cutting chai is already ‘a brand’ per say among the middle class. Bingo! This is what Nimit was looking out for, a name that is weird yet powerful and the one that stands out from the clutter. I mean who the hell on this earth would ever think of having a brand communication company named ‘Cutting Chai’! This is how the company got its identity.

It was clear since beginning that cutting chai is going to cater to a particular segment of audiences that have shoe string budgets. It will cater to that genre of brands which don’t really require unnecessary fuss and decoration over designing & communication, be it across web, print, online marketing, graphics, etc, brands that don’t have much to spend on such things yet can’t do away with such things, the brands that long for good designs at a ‘sasta’ price.

‘Cutting Chai’ customizes products – Web Designing, Graphic Designing, Search Marketing, etc not only in terms of the ‘look and feel’ to suit your needs but also to suit your budgets.

Ok… just picture this-a three paged website with domain, email ids and hosting…all worth Rs 3,000 only! Confused? Well, that’s the value for money that you can expect at Cutting Chai. This was the first assignment of Cutting Chai. The first order made by someone is always special; it gets etched down the memory lane for years to come, this order for Cutting Chai being no different will resonate the same effect. Here onwards began journey of Cutting Chai as a company. From first order to orders pouring in thereon Cutting Chai has satiated the desire of many chai lovers with its ‘kadak’ packages!

Cutting chai is up from the stove and poured into the glass, ready to serve! With a team of 4 pepole, cutting chai serves more than 20 products to clients who want to cut costs. So did you have a sip yet? Its refreshing to just look at the site… (Link)