1. A STABLE OF 6 HORSES, IN A
METRO CITY
NATIONAL FINALIST
ARNAB GUHA MALLIK IIM KOZHIKODE
POST GRADUATE PROGRAM
arnabgm15@iimk.ac.in 08943994677

2. A stable of 6 horses, in a metro city
Assumptions
•Minimum 2 horses are white
•There is a small field in front of the stable as horses need to be moved about
•The city is Kolkata  metro + a place here Tanga still plies
•Licenses are obtained for the businesses
ROYAL CALCUTTA PROFESSIONAL HORSE SERVICES
THE BIG WEDDING: THE HORSE RIDING
TRAINING SCHOOL OTHERS
HORSE ON RENT THE JOY RIDES
 Horses are given  Romantic Getaways in a  Proper Training  Call a horse for
on Rent for TANGA around the school for a Birthday
Wedding Purposes Maidan and the Victoria teaching Horse Party
 Even Horse Drawn Memorial riding  Personal
Carriages are there  Call a carriage services  Private and Semi- Riding
subject to demand for guests in the Hotels Private Coaching
 Trail Rides

3. THE BIG WEDDING: HORSE ON RENT
POSITIONING Go traditional with a white horse ; create the
perfect fairy tale with a horse drawn carriage.
 A White (Mare) 'Ghori' can be decorated on
your big day. Ride along with the entire Baraat
to meet your bride
 Many hours of planning and preparation will go
into providing you with horse drawn carriages
on your wedding day. Carriages can be
decorated with flowers and bows of the style
and colour theme of your choice.
Horses Provided
 The horses have all been trained to be at home
in and enjoy the noise, excitement and
splendour .
 Our horses are also comfortable performing
alongside dhol players and brass bands.
 Our horses are well-mannered and gentle
 Our staff is experienced, courteous, and
professional Safe, fun and memorable
 Fully insured
All horses are available for rent for weddings subject to demand
The ROYAL CALCUTTA PROFESSIONAL HORSE SERVICES are called and notified 2
weeks before about the horse and the carriage. And an advance is paid
Rent orders for weddings receive maximum priority among the other rent
services higher revenue

4. THE BIG WEDDING: HORSE ON RENT
TARGET CUSTOMERS
 High Income Group People
 Upper class
 Higher middle class
 Non Bengalis: Bengalis do not go on horse for
marriages a sizeable population in kolkata is
non bengali
PRICING
Premium
Horse: Rs 5000 for a day
Horse along with Carriage: Rs 8000
For more than 1 day: 20% discount for every day
rented to entice the customers
ADDITIONAL SERVICES
 Tie up with Rationale:
 Band for Wedding Often Horse rent owners
 Photographers are the last touch-point in
and Video Camera case of a marriage.
Owners Tieing up with them gives
 Catering Services us the opportunity to get
 Decorators more customers 2 way
 Marriage Houses relationship

5. THE JOY RIDES
 Victoria Memorial the colossal monument The Heritage JOY RIDE TRAIL RIDES
built by the British is often frequented by the  There are many tourists who visit Thousands of people visit
Love birds Kolkata. the sprawling Maidan
 We identify a gap here and extend the normal  Hotels also host business men everyday.
Tanga Services and create a perfect romantic and foreigners The green open spaces of
getaway an otherwise congested
 Call a carriage services for guests
 Call a Carriage Services for Romantic Getaway in the Hotels and overcrowded city is a
in a TANGA around the Maidan and the point of attraction for
Victoria Memorial  A heritage Joy ride in the TANGA many
from the Victoria Memorial to
 “A romantic ride with the iconic Victoria Fort William (army base) through  Joy Rides around the
Memorial in the backdrop and the soothing the lush green maidan. Victoria Memorial to
lush greenery of the legendary Maidan” the people visiting
 Tie up with Premium Hotels
 Basic Service
TARGET CUSTOMERS  For the hotel its servicing the
customer at another touch-point  Target Customer:
 Upper-class and higher middle class and for us a major driver of Everyone
 Age no bar  young unmarried couples to revenue  Price: Rs 40 per trip
married couples to couples way past their  Again PREMIUM SERVICES for around the monument
prime are target customers guest and visitors of hotels to
 The older generation will relive their memories foreigners
while young ones get quality time to bond
The Carriage provided will have quality cushioned seats and
covered; PRICE: 300 per hour
The Person or the hotel calls up to book the Tanga at a specific time and for a
particular no of hours. He or she then comes to the maidan area and gives a call to
the tanga rider (no. provided during booking)
All the horses are available for joyrides subject to demand, generally only 2 will
wait at the maidan. In case of less demand, horses are alternated

6. THE HORSE RIDING TRAINING SCHOOL
Tenderfoot Private and Semi-
Private Riding Lessons
Ages:4–Adult
Ages: ALL
1 hours 3 days a week
(2 hours) Rider will groom
Depending on participant ages, small and saddle their own horse
groups of 4-6riders will either be led and have a lesson in the
around the ring by participating in a arena.
riding lesson in the arena. Semi- private is 2 or more
people and Private is one
Every Tenderfoot program includes
horseback riding games and Fees:
activities, encouraging riders to Private : 500/person an hour;
increase their comfort level. Semi-private: 350/person an
hour
Fees: RS 2000 per month
 The horse riding training will be done in the small  There will be 2 slots per day in the morning hours
field in front of the stable (6am-7am and 7:15am to 8:15 am) having the tuition
 There will be a trainer with whom I will tie up. lessons in the morning means that people can come
The revenue sharing will be on the basis of 80:20 for the lessons before their schools or offices
ratio (where 80% is for me and 20% for the  Horse Riding is an expensive past time and the
trainer) or 15000 per month which ever is smaller customers will be premium: upper middle class or
 All 6 horses will be used higher class
 In the evening after 5 pm when the sun becomes  A lot of money is necessary for maintaining the stable
less strong, we will start the Joy rides and horses and hence charging premium is justified

7. OTHERS

8. WHY THE SERVICE WILL WORK!!
The Target customers are premium
customers hence revenue
Rent a horse services for
generated is more
weddings, party are seasonal in
Calcutta always has a steady demand nature
for Tanga rides and normal horse
The Joy rides everyday outside the
rides in the maidan hence
maidan will bring in revenues
sustainable
RESAON FOR
SUCCESS AND
SUSTAINENANCE
 The Training school will be the
mainstay of the revenue.
The Premium Joy Rides though
not regular, is not also  Calcutta has a proper race
seasonal, there will be fairly course hence the demand for
good demand throughout the horse riding training will always
year just like the boat rides at be there
the ganges in Kolkata at princep  The private training rides will
ghats add to the revenues

9. THANK YOU