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A cup of tea is a symbol of relaxation, comfort, winding down, re-energising. Tata Tea has taken the cup of tea ‘out of home’ and come up with a unique concept of beverage retailing — upmarket, trendy ‘chai ka adda’, a hangout that it branded as Chai Unchai.
Chai Unchai is a unique space for the youth. It is a point of convergence for people who are out and about. The outlet caters to a distinct lifestyle need of today’s youth — the need for a place to relax where there are no expectations or rules.
"Tata Tea is looking at introducing Chai Unchai outlets across major cities and metros. There is a huge opportunity to contemporise tea and make it a ‘happening’ beverage for the up and about people — the youth," says Sangeeta Talwar, ED, Tata Tea.
The unique retail format of Chai Unchai provides a place where consumers can indulge their moods, unwind and be themselves. The environment has been designed to be warm, friendly, unpretentious and fun. The outlet offers tea and other beverages, presented in contemporary and youthful hot and cold formats. Snacks to go along with the cuppa have been selected based on consumer attractiveness.
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The beginning: Launched in January 2008 in Bangalore.
The outlet: The first ‘tea bar’ from Tata Tea, it provides a space for the customer to relax and unwind over their favourite cuppa. |
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