Last updated : November 01, 2017 3:35 pm
The tea major gets into Quick Service Restaurant (QSR) business and plans to launch three formats of outlets
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.”