Tata Cha to expand Bengaluru pilot with two new stores targeting youth

Company aims to change the 'tea at home, coffee outside' minsdet of the market, is testing waters before going nationwide

After tasting success in the retail coffee chain segment through its joint venture with Starbucks, Tata Global Beverages is brewing up a storm to make drinking tea aspirational through Tata Cha, its tea cafes targeting younger customers who spend almost 10 per cent of their expenditure on food on dining out.

Tata Cha has launched two cafes in Bengaluru and will be coming up with two more within six months as it looks to perfect the model and brews of tea before making a full-scale expansion across the country.

Even though tea has 91 per cent penetration in