Tata Global beverages pilots its first cafe in Bangalore, to open three formats of outlet

Tata Global Beverages, the world’s second largest tea company, has recently its first tea café Tata Cha at Bangalore’s Indiranagar area. Spread across approx 1400 sq ft, the outlet that is designed to attract millenials with a mix use of warm soft wood, bright colours, colourful and patterned fabrics, is part of the beverage major’s first four pilot projects to evaluate the consumer proposition and business model. The company has also revealed its plan to launch three formats of outlet, café (1300-1400 sq ft), smaller café (approx 700 sq ft) and kiosks at malls and corporate hubs.

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. The balance lies in creating an experience which is premium and aspirational yet, real and authentic. With increasing disposable income, the trend of eating outdoors is on an upward trajectory. We want to be a part of this trend and through this pilot launch of Tata Cha we want to test consumer proposition; our model and feasibility. 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.”

Commenting on choosing Bangalore for the pilot launch, Sushant added: “Bangalore, is one of the most active cities in India, cosmopolitan to its core and has welcomed people from distinct cultures from different corners of the country. Owing to its entrepreneurial characteristic, the city is home to one of the biggest clusters of young millennials with an appetite for innovative offerings.”