Brewing a new market for tea

RETAIL

Her company Passion Tea Private Ltd's first tea cafe "" Passion my cup of tea "" has been launched in the bustling Vasant Vihar market in Delhi. Being a part of the B C Jindal group that owns the Rs 400 crore Jindal Photo Films, funding the tea bar project wasn't an issue for the young CEO.

But a computer science and business graduate from Britain's Warwick University, Jindal is quick to clarify that Passion is an independent venture. Her business plan includes setting up a chain of tea cafes in India if the Delhi experiment works out.

"The coffee cafes may not be doing brisk business as India is still a tea drinking region. But if coffee bars can thrive in the US, why can't we capitalise on tea which is a healthier beverage," says Jindal.

The next Passion outlet will come up at Saket in another two months.

Passion's tea menu is innovative and offers concoctions like frappertea, juiced tea, gourmet special tea as well as the basic "chai garam" in a trendy ambience with retro music and young waiters in denim caps.

A visit to the chai shop indicates its target clientele "" the young. "We're looking at college-goers and young executives," claims Jindal.

Tea bars are not new to India. The first cha bar came up in 2003. Jindal, however, claims her outlet is different. The existing cha bars cater to the upmarket segment as the teas are higly priced and served in a "restaurant style".

"We're looking at making tea as an everyday beverage. It's a self-service place and prices range between Rs 15 and Rs 65," she adds. Passion will also sel its brand of blended teas in small packs of 250 gms and other cafe merchandise.