What question did this study set out to answer?

This case examines the challenges faced by Theka Coffee in selecting an appropriate internationalization strategy. It aims to identify optimal market entry options and branding approaches.

February 12, 2026

Theka Coffee – Indian startup with the internationalization dilemma

Key Points

This case examines the challenges faced by Theka Coffee in selecting an appropriate internationalization strategy. It aims to identify optimal market entry options and branding approaches.
Analyzing Theka Coffee's current market presence and business model.
Exploring various internationalization strategies including franchising and partnerships.
Evaluating brand positioning for appeal in international markets.
Identified key challenges in selecting target international markets.
Demonstrated the potential of different internationalization models for growth.
Showed that current brand positioning may need adaptation for global appeal.

Abstract

Learning outcomes After completion of the case study: Case overview/synopsis This case describes the dilemma faced by the founders of Theka Coffee as they have to decide their internationalization strategy. Should they pitch the international market or focus on expanding their domestic presence first? If they go global, which countries should they target first? What model should they use for internationalization? Should they go for the Hub and Spoke model? Should they go for the franchisee-based model or partner with some established player? The brand name and positioning of Theka Coffee are presently appealing to the millennials of certain Indian States where Theka Coffee has its presence, will this positioning and brand name appeal in the international market, or should they change it? Theka Coffee had seen a complete downfall during the COVID-19 pandemic when the entire operations were closed, and the sales were zero. Post-COVID-19 has witnessed a whole resurgence and aspired to become an INR 1bn startup by the end of 2023. The company has leap-frogged and has marked its presence in 29 states across India. Theka Coffee had the vision of making “freshly cold brewed 100% Arabica coffee” available at affordable prices, which should be accessible to anyone at any time. However, now the company wants to expand in the International market and is in a dilemma regarding the choice of distribution channel, business strategy, product positioning and branding. Complexity academic level The case is appropriate for use in Master of Business Administration and Post Graduate Diploma in Management programs. It can be discussed in the strategic management, entrepreneurship development and international marketing courses. In strategic management, the case would suit topics like growth and expansion strategies. In the course of entrepreneurship development, it could be used to understand the challenges that budding first-generation entrepreneurs face. The case could be used in the international marketing course to cover entry strategies, product branding, promotion and positioning in international markets. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.

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