Tata Tea launches its Out-of-home tea outlet: Chai Unchai

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Bangalore, Jan 23: Tata Tea, the largest Tea company in the world, has launched first of its kind 'out-of-home' tea outlet 'Chai Unchai' at the Indian Institute of Management campus, to attract the youngsters towards tea, the most revered beverage in the world, here today.

Speaking after launching the outlet Sangeeta Talwar, Executive Director Tata Tea limited informed that the launch of 'Chai Unchai' outlet, one of the unique business initiative of the company was crafted as a unique retail space in the Out of Home segment that connects youth in an exciting and differentiated manner.

Stating that the new business initiative 'Chai Unchai' a new hangout was designed in such a way which offers an ambiance of warm, friendly, unpretentious and fun which was undoubtedly very much different from the concept of a kiosk or a parlour..

Informing that the 'Chai Unchai' outlet offers not only Tea but also non tea beverages with a range of unique snack which comes with value. "Chai Unchai is another first in the industry in the way it has been cocneptualised and executed. We are confident we will make a compelling connect with young people" she added.

Ms Talwar said that Tata Tea, which enjoys over 20 per cent in the overall market segment was expected to grab a major chunk of Rs 5000 crore market in the outlet space. "The total market volume in the unorganised sector was about Rs 50000 crores" she said.

Elaborating on the 'Chai Unchai' outlet Ms Talwar said that the menu at the outlet comes with a wide variety of tea to suit very mood, right from Darjeeling, masala and green tea in the hot tea ranges to mango, peach and mint in the cold tea offerings. "apart from tea, the outlet will serve different flavours of coffee, other Indian beverages and light snack foods" she added.

Informing that potential in the outlet segment was 'enormous' and 'Sky is the limit' Ms Talwar however refused to divulge the number of outlets that would come up in the future. The 'Chai Unchai' will remains to be a company's venture and there was no any plans to allow to run the outlet on franchise. "Presently the company is looking for introducing the 'Chai Unchai' outlets across Major cities and Metros" she said.


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