Teaching Note: Theka Coffee – Indian startup with the internationalization dilemma

This case describes the dilemma faced by the Bhupinder Madaans of Theka Coffee as they have to decide on 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...