TGBL starts pilot launch of tea cafe 'Tata Cha'

Tata Global Beverages today announced the pilot launch of its first tea caf - 'Tata Cha'- with an aim to rekindle tea love among the millennials.
The company plans to test launch a total of four pilot stores in Bengaluru to evaluate the consumer proposition and business model, Tata Global Beverages Ltd (TGBL) said in a regulatory filing.
The first 'Tata Cha' tea cafe has been opened in Bengaluru and the company will decide on future course of action for the out of home beverage space based on the outcome of the pilot stores, it added.
"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," Tata Global Beverages Regional PresidentIndia, Sushant Dash said.

He further said the venture is aimed at enhancing the appeal of tea and make it more vibrant for the newer consumer groups like the millennials.
TGBL will offer menu crafted to revive "lost Indian recipes that blend warmth with a dash of youthfulness" such as signature tea-based hot and cold beverages, traditional snacks, dunkers and meals with a twist, Dash added.
Banking on the company's expertise in understanding the nuances of tea drinking in India and Indian's love for boiled tea, TGBL will specialise in serving freshly boiled tea, just like the corner tea shop, served one perfect cup at a time, the statement said.