Oct 31: Kolkata-based Tata Global Beverages is evaluating the out-of-home beverages space with the pilot launch of its first tea cafe “Tata Cha”. The first Tata Cha tea cafe is located at Indiranagar, Bangalore. The company plans to test launch a total of four pilot stores to evaluate the consumer proposition and business model.
At the opening of the pilot store, Sushant Dash, Regional President – India, Tata Global Beverages said, “At Tata Cha, the essence of our offering is rooted in being authentically Indian. It is about bringing to our consumer the warmth of tapri chai in a modern environment. At the core of this venture is the motivation to enhance the appeal of tea and make it more vibrant for the newer consumer groups like the millennials. At our first of the four pilot stores, we bring you an extensive menu crafted to revive lost Indian recipes that blends warmth with a dash of youthfulness. This includes signature tea-based hot and cold beverages, traditional snacks, dunkers and meals with a twist.”
The menu contains a wide variety of healthy teas like Cucumber Green Tea and Sugar-free Tangy Tamarind. The hot tea range includes Sikkim teas, Masala tea and Nimbuda Black tea. Indigenous recipes such as Chatpata Matar Kulcha from the North and forgotten delicacies like Dal Pakwaan also form a part of the menu, introducing them to the new-age millennials. Many of the offerings from the beverage and food menu are about reviving lost Indian recipes that evoke nostalgia in the minds of customers.
According to the company, Tata Cha is designed to reflect the heritage of Tata Global Beverages while embracing local culture. The core objective is to create a space that is warm and nurture a renewed love for tea.
Tata Global Beverages is a global beverage business with a brand presence in over 40 countries. The company has significant interests in tea, coffee and water and is the world’s second largest tea company.