Gingercup - Saying it with a Cup of Tea

Chayanika Goswami Chayanika Goswami
Feb 09, 2019 7 min read
Gingercup -  Saying it with a Cup of Tea

Gingercup - Highlights

Startup Name GingerCup
Headquarter Bangalore
Founders Deepak Bansal & Devleena Neogi
Sector Advertising/Marketing
Founding Year 2015

Tea is India’s most favorite beverage and tea breaks are something that everyone enjoys. We rewind, relax, chat and discuss over a cup of tea. Bangalore based Gingercup is trying to make the best out of tea breaks, by reaching out to the potential customers at tea time through their branded and beautiful paper cups.

We interviewed the founders Devleena Neogi to know more about this unique marketing idea.

GingerCup - Vision and Mission

GingerCup thrives to provide the most innovative and effective branding solutions,  to lp its clients in creating a strong emotional connect with their customers. The company’s long term goal is to be a media that should be the best and default choice for branding across various verticals and to convert every white paper cup into a colored branded paper cup.

GingerCup - Industry Details

The offline marketing industry is rapidly growing with the evolution of new media in OOH space. Consumers spend more than 70% of their working hours outside their home. 60% of them are dedicated to regular consumer tasks such as commuting to work, working in the office, socializing, and drinking and eating outside their home or in the workplace.

Also, since India is a tea-drinking nation, people from the age group of 18 to 80, from tier 1 city to villages, everybody loves tea. A typical Indian starts their day with tea and consumes at least 2 to 3 cups throughout the day. And that is where all the hot topics of the day get discussed.

The ability to engage with consumers in their tea break makes paper cup branding a powerful standalone medium and a strategy to complement other media. When an emotional moment combines with a discussion topic over tea, it exceeds the reach of word of mouth, amplifies the campaign and drives consumers to engage with brands online and in-store.

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GingerCup - The Idea

GingerCup is the brainchild of Deepak. Devleena said -

Deepak came up with this innovative idea and discussed it with me one day. I could completely visualize the impact of paper cups as a media for branding at that very moment. The beauty of the idea was its simplicity. That was my AHA moment.  I loved it, but I had mixed emotions. I was very excited to execute the idea but at the same time a bit hesitant because of my stability in profession. Back in our mind, we were thinking - Why no one has tried this so far? Is it really going to be impactful? Whether the market will accept it or not?

Every idea has their pros and cons. When we say simplicity is best at the same time it’s a threat in terms of business perspective. After hours of research, observation and executing a pilot campaign, they realized that it really was a breakthrough advertising concept.

They both then decided to dedicate our full time to GingerCup. Also the families and friends encouraged and supported us in every way. And that’s how GingerCup was born.

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GingerCup gets its name from India’s favorite, “adrak wali chai” or ginger tea.

'adrak wali chai’ holds a special place in the hearts of every individual. That’s where the name of our company, GingerCup, came from. Just like ginger gives flavor to the tea, our cup branding concept enhances the look of plain-white boring paper cups by displaying marketing messages.

The tagline of the company reads-"‘cup that serves a purpose”. It serves a dual purpose as it can be used to serve any beverage such as tea, coffee or water and for advertising purpose.

The company has a beautifully designed and meaningful logo.

GingerCup Logo

The letter ‘G’ denotes a piping hot paper cup reaching out with an arrow to a brand’s target audience.

GingerCup - Product

Gingercup is a creative advertising agency that specializes in coffee cup branding. The company help brands engage and interact with their target audience by printing marketing messages on paper cups. It helps brands reach out to their target group during tea breaks at offices and colleges.

Unlike other advertising mediums, our paper cups provide an exposure time of 5-7 minutes in a clutter-free environment. Every cup branding campaign is planned keeping a client’s target audience in mind. For example Professionals in Tech parks, Corporate Companies, HNIs in Airlines, Trains, Colleges, Hospitals or Fitness centers, shopping malls etc.

GingerCup - Business Model

GingerCup outsources paper cups from third-party vendors and print advertising messages on them. The uniqueness of the medium is the biggest USP of the company. Today, brands are constantly on the lookout for innovative ways and techniques to reach out to their target group and get them to take a call-to-action. GingerCup helps the brands realize this dream.

We strongly believe that our product is different in the market because it is a personal, dynamic and cost-effective marketing medium. We want our client’s message to reach as many people as possible. Thus, we have created a large inventory base through our tie-ups.

By advertising with Gingercup, brands get access to 1400+ corporate companies that include MNC, SME, Start-ups, Co-working spaces, Food Courts of tech parks, 1500+ colleges, 60+ Hospitals, Shopping Malls, 7 Airlines (International and Domestic) and 75+ Premium trains (Rajdhani, Shatabdi, Duronto) across India.

GingerCup - Customer Acquisition

Initially Ginger Cup acquired clients through general sales and marketing techniques. Cold emailing worked greatly for them. After couple of pilot campaigns, people began to notice and contact them. That’s when they truly started getting recognition for their work. From facility managers to leading brands, everyone was interested in understanding the advertising concept and business model.

Word of mouth has really helped us become who we are today - Devleena

GingerCup counts Hotstar, Uber, Volkswagen, Huawei, NH Hospitals, Bookmyshow, Exide Life Insurance, Clovia, ISL - Delhi Dynamos, bahubali and Jet Airways as their clients.

GingerCup - Challenges

The are two major challenges faced by the company at the beginning was getting right manpower and building inventory base.

Firstly, hiring the right set of people was a big hurdle. However, to our luck, we were soon able to overcome it. Thanks to networking and references, we soon had the right talent joining our team.
Secondly, building an inventory base was not a breeze either. Based on a campaigns demand, we were required to build consumer networks in new domains. Soon, we tied up with consumers in various locations and set up a large inventory base. Gingercup is now operational in PAN India.

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GingerCup - Acheivements

Within a short period of time, Gingercup has started offering services Pan-India, in cities such as Bangalore, Delhi, Noida, Pune, Gurgaon, Mumbai, Kolkata, and many more. The company is also planning to expand abroad.

GingerCup - Founders

Deepak Bansal and Devleena Neogi are couple entrepreneurs.

Deepak  Bansal was working in the IT sector. He also worked as ‘Tech Lead’ in Samsung Research Institute, Bangalore.

Devleena Neogi was an HR professional with exposure in business development for 6 years at different organizations like Wipro Technologies, iGatePatni and Magna Infotech Pvt Ltd.

Read More : The Inspiring Story of StartupTalker Rakesh Sidana

GingerCup - Work Culture

We encourage an open door policy and believe every person should have a voice. We bridge the gap between leaders and employees by fostering open and honest communication.Our culture fosters diverse communities to create a large impact. Every employee in our organization works together to enhance the value we provide to customers.
Team GingerCup

GingerCup - Funding

The company manages its funds through seed funding and angel investors. Two major investors are

  • Sanket Gupta, Programme Lead, Google USA.
  • Rahul Shah, Technical Lead, Microsoft.

Read More : How does Crowdfunding Works to Raise Money for Startup

GingerCup - Competitors

There is no direct competition to GingerCup.

We look at Google and Facebook as our competitors. Today, digital marketing and social media marketing have created a firm place for itself. We consider ourselves still in the nascent stage of experimental marketing. - Devleena

GingerCup - Future Plans

To sustain the attention of various target groups, GingerCup is looking to add a burst of innovation to their paper cups.

Paper cup advertising and innovation are synonymous We are already working on an AR-enabled paper cups that will offer brands enhanced awareness, visibility, and engagement. Our aim is to make paper cups a potent marketing tool rather than just limiting it to a beverage container.

GingerCup - Tools/Software Used

The tools that the company uses are

  • Google suite
  • HubSpot
  • Email Verifier Tool  
  • Sales Navigator

GingerCup - Advisors and Mentors

Mr. Rahul Shah and Mr. Sanket Gupta who happens to be the investors also mentor  the startup.

GingerCup - Founder's Advice

Start fast, move fast and fail fast.

I would like to tell my fellow entrepreneurs and readers not to rush immediately into fundraising. Rather create a real profitable business, solve real problems, and provide real products and services to real customers.
Also, stay away from mental pollution. Maintain a good work-life balance by taking care of physical health and well being. Prioritize eating well and exercise. Only when the mind, body, and spirit are energized you will be able to get the taste of success.
Being an entrepreneur, it’s sometimes a lonely journey. Besides, look at the brighter side. You get to do what you want and you get to do it your own way.

GingerCup - Founder's Productivity Hacks

GingerCup founder Devleena Neogi shared some of her productivity hacks with us. Starting-up is definitely not easy. But it’s very important to keep yourself productive and organized always. The biggest productivity hack for Devleena is to strike a fine balance between he work and personal life.

I give a lot of emphasis to self-care. Only when your mind is clutter-free can the creative juices flow. I also lead a systematic and disciplined lifestyle. My morning starts with yoga and meditation. Staying in sync with nature keeps me refreshed and helps me take on every new day with enthusiasm and confidence.

Website: Gingercup

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