Amuleek Singh, Co-founder and CEO, Chai Point, speaks to FoodService India about millennials and corporates being the target customer base for the brand, its technological initiatives like Shark and BoxC taken for the ease of customers, and the brand's environment-friendly approach through introduction of sustainable concepts like BYOC to associate more actively with the younger generations.
How do you look at the prospects, outlook and opportunities for growth of Chai Point in particular and your cafe foodservice format in general? Chai is a ritual for Indians. We want to be a part of that ritual as a café in food service space. With over 100+ stores across the country and many more coming up in 2019, the opportunity for growth is immense for the brand. The important thing to keep in mind is that the end game is profitability. The rapid expansion of the F&B sector in India is creating a lot of opportunities for newer brands like us. Brands, which are authentic and omnichannel, will stand out in the market.
What is your value-for-money proposition for guests and which are your key customer demographics? Chai totals 75% of non-alcoholic beverages. As a brand, we power the core concept of Chai Point – as being a creative, exciting hub for serving the traditional beverage of India. We want to manage this by being present at every touch point for the convenience of consumers and serving them the chai that is best in quality and consistency.
The corporates and the millennials are the target customer base for the brand. This segment of customers wants to associate with the brands that practice their core values. Our target customers are environmentally conscious and focus on quality and freshness. They are also particular about convenience and accessibility. It is in our brand’s DNA to be omnichannel and our team continuously strives to live up to these core values.
This story is from the January-February 2019 edition of foodService India.
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This story is from the January-February 2019 edition of foodService India.
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