Chaayos and its brand of tea fly high with Spice Jet

MUMBAI: Brand integration and partnerships are key to the startup world and often lead to innovative co-ops. SpiceJet, for example, has joined hands with the hip and upscale tea shop franchise Chaayos to serve hot steaming cup of masala chai to its passengers on-board.

For those who don’t know, Chaayos is a kiosk style tea startup that kick-started in Gurgaon and has gained popularity among the chai lovers in cities.

“Spice Jet is a people’s brand and our sustained efforts are always towards nurturing the ‘experience’ that our customers have with us. Chaayos is an expert in customised tea and with this partnership, we look forward to our customers savouring the chai drinking experience with us even while being on-board.” said SpiceJet spokesperson Ajay Jasra.

To highlight this partnership, Chaayos has launched a customized instant Masala Chai mix, exclusively for SpiceJet travellers and customers who can either pre-book or buy their favourite cup of chai on-board.

While co-founder Nitin Saluja was always proud of the cup of chai he made, he never thought this subconscious demand for a great chai outlet would lead him to actually establish a chai kiosk with fellow IITian Raghav Verma in 2012. Right now, between, Gurgaon, Chaayos has 25 stores to the franchise’s name and has broken even with the initial investments, said Saluja.

The sole purpose behind Chaayos, as Saluja puts it, was to give people their ‘meri wali chai’ that would go on to compete with the CCDs and the Starbucks of the world. Co-founder Raghav Verma feels the partnership with Spice Jet as a step forward in that direction.

While reliving the street side chai shop memories from college or the home made tea blend that one enjoyed every morning is a great way to reminisce, how viable is setting up a tea shop as a business?

Establishing ‘what coffee is to the west, Chai is to India’ Saluja emphasised “how coffee is embedded in the cultural fabric of the west, tea or chai is embedded in our cultural fabric.” Saluja also goes on to say that it would be wrong to assume that the coffee shops in India are running in profit, just because they are backed by big brands. “I don't think there are many coffee companies in India which are making a reasonable amount of money. This is because people don’t walk in for coffee, but the nice ambience and the space they offer. Whereas, when it comes to tea, it’s the product which is the USP,” Saluja opined. Chaayos clearly aims at the natural demand for chai in India as opposed to coffee.

While the blend remains a familiar, tried and tested one, Chaayos plans to experiment and come up with three to four new products each year.

Unlike similar food and beverage start-ups, instead of marketing Chaayos is banking on its product strength, smart pricing and retail visibility. “I think more than marketing, being present on more and right locations is what will do the trick for a store like us. Currently we are focusing on being present on as many locations as we can, and giving the right experience to the customers inside the store. By design the overall proposition is such that the customer should come back,” Saluja explained.

Great customised blends of tea isn’t the only weapon Chaayos uses for customer retention. “A regular cup of 200 ml chai costs Rs 59 at Chaayos. At face value that might sound more if compared to the roadside tapri, but a 60 ml tea at such a stall costs around Rs 10. So we aren’t charging a whole lot for the ambiance we offer along with the tea,” Saluja runs the numbers through. With a strong digital presence, Chaayos does a lot of social media and digital marketing to stay relevant to its customers.

Apart from Spicejet, the brand has also partnered with digital brands like Ola and Uber, as well as American Express, which also serves the purpose of driving the right customer base at the outlets.

Latest Reads
Flipkart, Amazon reduce ad spends on Google

With Google launching an e-commerce platform in the near future, the country’s largest online retail stores, Flipkart and Amazon India, have slashed advertising spends on the web-search company. Both the players see this as a serious threat, as a Mint report quoted two people, familiar with the...

MAM Marketing Brands
Apple India's three senior executives quit

Adding to the turbulent journey of telecom giant Apple in India, three senior executives have decided to quit the company.

MAM Media and Advertising People
EliteMatrimony signs R Madhavan

The premium matchmaking service for the upper crust in India, EliteMatrimony, has launched a new TV commercial starring actor R Madhavan.

MAM Media and Advertising People
Parle 20-20 tickles a funny bone to reward positive thinking

Parle Products, India’s favourite FMCG brand has launched a new campaign titled, ‘Taste mein 20 out of 20’ for its leading cookie brand, 20-20.

MAM Media and Advertising Ad Campaigns
IKEA launches first campaign in India

We all know by now that Swedish brand IKEA is all set to foray into the Indian market. The launch of the brand has been a much awaited one.

MAM Media and Advertising Ad Campaigns
IdeateLabs beefs up leadership team with two senior appointments

Digital marketing agency IdeateLabs has appointed Ruchika Kumar and Pallavi Naidu as business heads at its Mumbai office. Together, they will focus on expanding the agency’s business verticals through geographies, managing project P&Ls, forging existing and new business partnerships, building...

MAM Media and Advertising People
McCann terminates global CCO Jeremy Perrot

Based on employee complaints for violating the company’s code of conduct, McCann Health’s global chief creative officer Jeremy Perrott has been terminated.

MAM Media and Advertising People
Syska Group appoints Amitabh Bachchan as brand ambassador

Syska Group, a home grown brand, which has entered the wires and cables segment in India, has recently taken Amitabh Bachchan as the brand ambassador with campaigns to kick start on television screens very soon.

MAM Media and Advertising People
McCann Worldgroup hires Abhishek Chaswal as executive creative director

McCann Delhi hires Abhishek Chaswal as executive creative director. He has got 16 years of experience and has worked in the advertising field with agencies like Result McCann, Percept, Euro RSCG, Leo Burnett, Cheil & Contract. His last tenure was with Enormous.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories