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Wind's blowing towards all things luxe in India. But Chaayos isn't going there
Manage episode 429419622 series 3423246
For most Indians, a cup of good chai is a comfort that's accessible. Coffee chains, on the other hand, are mostly premium. And it all adds up when one considers the fact that Indians consume 20 cups of tea for every cup of coffee. But we live in a time when opulence and luxury makes us go google eyed. In the Indian consumer market, premiumisation is no longer a choice. Even chai cafes chains don’t really have an option but to take the premium path.
But Chaayos, the largest tea cafe chain in India, has decided not to go where the wind blows. And Nitin Saluja, the 40-year-old founder of Chaayos, says that this decision is actually based on its customers.
Over the last two years, nearly 200 of them have clearly indicated their unanimous opinion to the company: don’t become like Starbucks.
Tune in.
Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.
P.S. – Check out the first episode of Two by Two, where the speakers discuss the rivalry between Flipkart and Phonepe, on Spotify, Apple or YouTube!
309 jaksoa
Manage episode 429419622 series 3423246
For most Indians, a cup of good chai is a comfort that's accessible. Coffee chains, on the other hand, are mostly premium. And it all adds up when one considers the fact that Indians consume 20 cups of tea for every cup of coffee. But we live in a time when opulence and luxury makes us go google eyed. In the Indian consumer market, premiumisation is no longer a choice. Even chai cafes chains don’t really have an option but to take the premium path.
But Chaayos, the largest tea cafe chain in India, has decided not to go where the wind blows. And Nitin Saluja, the 40-year-old founder of Chaayos, says that this decision is actually based on its customers.
Over the last two years, nearly 200 of them have clearly indicated their unanimous opinion to the company: don’t become like Starbucks.
Tune in.
Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.
P.S. – Check out the first episode of Two by Two, where the speakers discuss the rivalry between Flipkart and Phonepe, on Spotify, Apple or YouTube!
309 jaksoa
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