By: Chanda Kumar
Last updated : May 31, 2018 5:12 pm
The essence of Tata Cha is all about the Indian love for chai, conversations, warmth and all that the corner tea-shop offers, and bringing it together in a modern setting. Sushant Dash, Regional President - India & Middle East, Tata Global Beverages, talks about the new cafe format from Tata Global Beverages.
What makes Tata Cha stand apart from the many tea service chains that are mushrooming across cities?
It is about bringing to the consumer the warmth of tapri chai in a modern
Tell us about the ambience and interiors of Tata Cha, and how it goes with the brand’s objective?
Tata Cha is designed to reflect the heritage of Tata Global Beverages while
The store is designed by Icarus Design, a Bangalore-based Strategic, Service Design and Brand Design consultants for Tata Cha; and Patch Studio a young, multi-disciplinary design studio started by Ipsit Patel and Rika Chaudhry, based in Mumbai. The two came together to develop a design language that exudes confidence of young Indians while elevating the chai drinking experience. The aim was to create spaces that are humble 'nukkad chai thela/katta', casual college canteens, old Irani cafes and even the chai joints encountered while on journey through the Indian countryside.
What are your expansion plans?
Tata Cha has successfully passed through its pilot phase of six months. The feedback has been phenomenal. It’s a learning for us, as we are primarily in the FMCG industry and now we are entering the service industry. Once we understand all the variables, we will plan to expand. The best part of this format is that you get feedback immediately.
How do you plan to engage the youth through Tata Cha?
We already have jam sessions and art exhibitions which is a great way to interact with people. Nothing is better than a cup of warm tea, an adda and a warm conversation. It is nice to see the different kinds of customers we get at different times of the day. The ambience of Tata Cha attracts people of all age groups. We want to make tea aspirational.