From a cutting to a solitary cup in a corner, a cup of tea is part of both, personal & social ritual. Alkesh Chopada, Director, talks about its USP and the way ahead.
How the concept of Chai Tapri brewed?
Chai Tapri took its inception, in 2015, with an idea to develop a specialty tea lifestyle brand in India. Chai Tapri (loosely translated as tea shack) is a typical establishment dotting the Indian rural as well as urban landscape. The tea is made using proprietary methods and closely guarded recipes, exhibiting a distinctive taste, which gradually becomes the speciality of a particular shack. The satisfaction and bliss that Indians get from sipping tea at a ‘tapri’ cannot be replicated even within the most luxurious of settings. Initially, we started in Nashik.
What is the current potential of the tea industry? How do you see your brand in the coming years?
The Indian tea industry and the beverage cafe market are currently valued at Rs 19,500 crore and Rs 1,800 crore, respectively. We want to grow primarily in the untouched markets, especially in tier I & II and then want to eventually develop franchise cafes pan-India. We are successfully running 9 outlets in Mumbai, Pune & Nasik, and aiming to open 100-150 outlets in the next calendar year.
Which business model your company follow?
We have formed Chai Tapri like any other brands, which give equal importance to ambience, interiors, menu and ingredients. We follow the partnership model, which we have designed in such a way that the investment is low and the return on investment is high as the business can run 24X7 and yet the servings could never go idle.
What is the brand’s USP?
Innovative tea blends, uniquely designed products, and strong sales process. The essence of our chai brings masses together at our tapri, which will never be compromised and so would be our commitments to stakeholders.
What kind of training and support you would offer to your franchisee?
We will help them assess potential locations, if they are financially viable for our brand. We will offer them on-site and off-site structured business training in sales, marketing, and accounting to operate the outlet. We will also send our support staff in the first week of store opening until they are comfortable to operate the business.
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