Chaayos, Chai Point: Branding tea for the millennial

Host of tea retail brands are personalising the brew and the experience; hoping to carve an identity

Tea chains around the country are looking to break free of the legacy of the product and that of their older and more established counterparts: coffee retail chains such as Café Coffee Day and Starbucks. By focusing on the tea drinking experience, labelling tea as a wellness brew and creating novelty around a familiar product, Chaayos, Chai Point and local shops supported by the Tea Board are wooing students and young office goers.  

Founding partner of Chaayos, a start-up brand that was set up in 2012 and is present in Delhi, Mumbai, Noida and Gurgaon, Nitin Saluja says that