Tata Global Beverages(TGBL) has ventured into the ₹2,500-crore café business with the pilot launch of its first tea café – Tata Cha in Indiranagar, Bengaluru. Nearly a decade after its first attempt to open a chain of tea cafes, the Tata group is brewing fresh plans to enter the segment with Tata Cha tea cafes.
The company plans to test launch four pilot stores to evaluate the consumer proposition and business model, based on which, it will decide on the future course of action for the out-of-home beverage space. The 1,400-sq-ft, 70-seater tea café has a variety of hot and cold teas, milkshakes, dunkers, snacks and meals. Pricing begins at ₹ 50 for a standard portion of tea and the meals are priced at ₹120-180. The company also plans to open smaller abbreviated format of roughly 700 sq. ft, and kiosks. In its kiosk formats, the firm will also sell tea in smaller 180ml glasses that will start at Rs30.
Sushant Dash, the regional president for Indi at TGBL said Tata Cha’s pricing is quite competitive considering the kind of quality, consistency and environment it will provide customers with.
Can Tata Cha outrun market competitors like Chai Point? Only time can tell!