From a ‘cutting’ shared with friends to a solitary cup in a corner, a cup of tea is part of both, personal and social ritual. To serve this quintessential drink, Chai Tapri was born. Alkesh Chopada, Director, Chai Tapri, talks about the brand’s 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.
This story is from the July 2017 edition of The Franchising World.
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This story is from the July 2017 edition of The Franchising World.
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