Tata enters cafe business with first store in Bangalore

Tata Global Beverages, the world’s second largest tea company, said it is evaluating the possibility of entering the cafe business and has launched its first pilot outlet at Indira Nagar in Bangalore.

Tata also has a JV with Starbucks in India

The outlet, called ‘Tata Cha’, will offer a wide variety of teas as well as snacks.

“Tata Cha will specialise in serving freshly boiled tea, just like the corner tea shop, served one perfect cup at a time. An aim to optimise the ‘out of home’ tea drinking experience coupled with snacks, Tata Cha will bring back fond, nostalgic moments,” the company said.

The first Tata Cha tea cafe is located at 12th Main Indiranagar, the heart of Bangalore.

The Company plans to test launch a total of four pilot stores to evaluate the consumer proposition and business model.

Based on the outcome of the pilot, Tata Global Beverages will decide on future course of action for the out of home beverage space.

The menu will boast of a wide variety of teas like Cucumber Green Tea and Sugar-free Tangy Tamarind.

Snacks such as oil-free Soya Kababs will also be served as will regional recipes like Butter Chicken Khichdi and Creamy Veg Stew.

Indigenous recipes such as Chatpata Matar Kulcha from the North and forgotten delicacies like Dal Pakwaan also form a part of the menu.

“Many of the offerings from the beverage and food menu are about reviving lost Indian recipes that evoke nostalgia in the minds of customers,” the company, which also sells Tata Tea, said.

Dilliwali Kanji, Masala Shikanji, Meetha Paan, Rasmalai Milk Shake, Peach Iced Tea and Chili Guava Ice Slush will also find a place on the menu.

The hot tea range includes Sikkim teas, Masala tea and Nimbuda Black tea.

“At Tata Cha, the essence of our offering is rooted in being authentically Indian,” said Sushant Dash, Regional President – India, Tata Global Beverages.

“It is about bringing to our consumer the warmth of tapri chai in a modern environment.

“The balance lies in creating an experience which is premium and aspirational yet, real and authentic,” he said.

“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,” he added.

It will try to make tea more attractive for newer consumer groups like the millennials.

Commenting on choosing Bangalore for the pilot launch, Sushant added: “Bangalore, is one of the most active cities in India, cosmopolitan to its core and has welcomed people from distinct cultures from different corners of the country. Owing to its entrepreneurial characteristic, the city is home to one of the biggest clusters of young millennials with an appetite for innovative offerings.”