India Runs on Chai
India, the land that once woke up to the sounds of temple
bells and factory sirens, today wakes up to emails on smart
phones, world headlines, global markets, and a train of
India, the land that never pauses, surpasses all expectations,
and insistently paves its way forward. Welcome to the picture
of a billion on a mission. N meet the beverage that fuels
these billion dreams, that keeps the momentum alive.
Meet Chai, the undisputed ally of the Indian-on-the-go.
Chai Point Background
Amuleek Singh Bijral founder of the Chai
Point. He‟s a graduate of the Harvard
Business School. Mr Singh said that the idea
of becoming an entrepreneur hit him while
pursuing MBA at Harvard University.
However, he made his decision to open
outlets that served “chai” in a pristine clean
environment, after he returned to India and
this decision was based on facts.
He said “India runs and lives on tea and it is
second to China in terms of production and
the consumption is overreaching production
and yet, there was no brand around „chai'.
This really surprised me and I saw a business
opportunity here. So, I decided to build one
(brand in chai),”
To us, success isn‟t about how much Chai we sell, but how many days
we brighten for our customers. Chai Point‟s mission is simply to fuel the
billion Indians-on-the-go, to justify those billion reasons with that great
glass of Chai. We‟re that stop along the way for a quick refill and a
refreshing jumpstart, so that you can get back to your demanding day
completely refreshed and rejuvenated. We make our niche within the
hustle and bustle of everyday life so that the tempting whiff of our
freshly brewed Chai inspires you to stop, sip, and start again.
Principals or Operating Pillars
At Chai Point, we believe that a conductive working environment
yields not only the best brews, but also the happiest customers. After
all, if you have a billion good reasons, we have a billion great
“Chai needs a global brand” – the idea surfaces.
“Mountain Trail Foods Private ltd. Goes live”
“Idea meets reality” – first Chai Point store opens in Bangalore.
“2nd store opens”
“Angel funding secured”
“10th Chai Point store opens”
“Mountain Trail Academy takes root – training curriculum & programs for
authentic brewing of Chai”
“Coupons based loyalty program launched”
“1st large corporate customer starts consuming 1000 glasses of Chai from
a Chai Point store”
“1 millionth Chai glass sold at Chai Point”
“All Chai Point gets network”
“Chai Point introduces Vada Pao – Quickly reaches a close second to
Samosa as the preffered combo with Chai”
“ Chai Points starts gets its exclusively manufactured Chai glasses”
“5000 glasses of authentic Chai get sourced daily from Chai Point stores
“Chai Point starts running on Cloud – triumvirates of sms-mobile, prepaid
& retail POS system ”
“Chai Point opens its first 24x 7 store at Bangalore international Airport –
also its first 100% electric store”
“Next version of loyalty program – India runs on Chai Prepaid card
launched across all stores & pilot store set up in New Delhi”
“Chai Point introduces its own Masala- Chai biscuit”
“2nd store opens in New Delhi”
– Hygiene and health are of utmost importance
– Taking special measures to keep every store spic and span.
– The sourcing, training, testing, and certification of all
employees at Chai Point.
– Growth in quality and quantity of leading experts in Chai
brewing as well as its finer appreciation.
– Hygiene, perfection, service, quality, presentation, initiatives
– Through easy-to-understand and well structured training
modules for all roles at Chai Point, MTA's aim is to create a
strong and competent work force, well educated and aware of
the importance of authentic Chai brewing, as the face of Chai
Gap Analysis between goal and achievement:
- Tea‟s popularity in Indian homes, in fact, acts against its image.
Coffee is considered a lifestyle statement, while tea is ordinary.
It‟s easy to convince a consumer to spend upward of Rs80 for
a cup of coffee. However, even Rs30-40 for a cup of tea is
On the same years other competitors are also
emerging. India's third largest packaged teamaker, Wagh
Bakri opened its tea lounge in suburban Mumbai. "The
response we have received is fantastic,“
Goodricke too has invested in tea bars. “They have opened tea
bars in Bhopal and Jaipur recently.
Earlier this year Starbucks paid $650 mn to take over the tea
company, Teavana. Starbucks CEO Howard Schultz
announced that apart from introducing Teavana products at
their own outlets, the company would open standalone
Teavana stores to “do for tea what it [Starbucks] did for coffee”.
There are several reasons for this image. " At one level, tea is
something you drink daily at home. At the same time, it's also a
seen as a connoisseur drink," says the marketing head of a
multinational foods company. Moreover, unlike coffee, there
are very few tea lounges or bars that are devoted to a culture
As of today, there are over 1,870 cafes in the country. In
comparison, there are just 41 tea lounges cha bars in
India, pointing out that the likes of Barista, Cafe Coffee Day have
done a great job of popularising coffee consumption in India.
Now, Starbucks is coming.
Primary Solution :
Nobody in office takes a cappuccino break. They take a chai break.
Office-goers are not looking for a lounge,” s “outlets should be in
areas with lots of offices colleges around.
Alternative Solution :
Introducing new flavours required
It's ironic that a good cup of coffee is easier to find
than a good cup of chai in a tea-drinking nation like
Tea chains attract a miniscule crowd compared to
The chai Point innovation is what drives them forward. The
decision to new plans should be taken carefully which should not
affect negative to the current growth.
Action Plan for Implementation:
They must first to introduce customers to various kinds of teas.
Depends on the area the tea rates must be different. Example If it
is near colleges the rates must be less.
If the surrounding of the outlet requires internet. There must be
wifi or café should be introduced.
More quality snacks or wraps should be introduced.