A Progressive Brand Needs To Be Where Its Customers Are

Now, at the top of its game, Chaayos is revolutionising the way Indians drink chai. With over 12,000 customisation options, the brand gives Indians a chance to order their favourites while personalising their brew, all the while luring and retaining consumers…

- Surabhi Khosla

Chai, India’s unofficial national beverage, is a cure for ails, a drink for all seasons and is taken very seriously in the country. So seriously in fact, that some companies are taking it out of your homes and making it their business to give you the best cuppa you’ve ever had.

One such company is Chaayos. Founded in November 2012 by IIT alumni Nitin Saluja and Raghav Verma, Sunshine Teahouse-owned Chaayos is India’s fastest growing ‘chai café chain’. Operating a chai chain is not everyone’s cup of tea, but this startup does it with panache. Chaayos offers consumers more than 25 varieties of chai, some of them quite new-fangled, in keeping with its tagline ‘Experiments with Chai’, apart from providing snacks to enthusiastic tea lovers.

“It was out there, everybody was drinking chai multiple times a day and there were hardly any good options to drink a great cup of tea outside of home and that’s why we came up with Chaayos and instantly customers started to love us,” says Co-Founder, Chaayos, Nitin Saluja,

The chai chain spotted the right opportunity, the right gap and started brewing its way to the top. They understood what their consumers wanted – a piping hot cup of tea – and made it their business to provide it to them.

Now, at the top of its game, Chaayos is revolutionizing the way Indians drink chai. With over 12,000 customisation options, the brand gives Indians a chance to order their favourites while personalizing their brew, all the while luring and retaining consumers. And it’s not just the middle-age tea drinking Indian that they are attracting.

“Personally, I am of the opinion that kids in India take to tea at a very early age. This coupled with the fact that