Chai Point enters Instant Tea Market as Work From Home remains strong among millennials


Bengaluru–Tea cafe chain Chai Point has entered the instant chai category to capitalise on the ongoing work-from-home trend kickstarted by the pandemic. Mountain Trail Foods Pvt Ltd, which operates Chai Point, aims to grow the instant chai category into Rs 10 crore business in the next 12 months.

“As white collar professionals with millennial mindset continue to work from home, their consumption of chai is at an all-time high. Launch of instant chai is another way to stay in tandem with the needs of our customers for who chai is a fuel which keeps them going even when working remotely,” Amuleek Singh Bijral, co-founder of Chai Point said in a press statement.

The beverage brand will retail the instant tea variants in sachet packaging on its DTC platform, outlets and marketplaces such as Amazon, Flipkart, and Big Basket. Chai Point’s rival Chaayos already sells instant tea premix in sachet form.

India is predominantly a tea drinking nation. Red Label, Tata Tea and Taj Mahal are the most popular packaged tea brands in the country with the latter two brands offering instant teas in their massive portfolio.

Chai Point’s foray into the instant tea market also comes at a time when the food service industry has been banking on home deliveries to recover the loss in business from low dine-in footfalls amid the pandemic. But experts had noted that takeaway and deliveries did not work well for tea cafés as the beverage lost its effectiveness on home delivery. To boost sales in 2020, Chai Point had also widened its food menu with all-day breakfast options.

Backed by Paragon Partners, DSG, Eight Roads Ventures and Saama Capital, Chai Point clocks an annual turnover of Rs 190 crore and claims to sell about 3 lakh cups of tea per day. The last round in which Chai Point raised USD 20 million in Series C was led by Paragon Partners. The company has raised USD 34 million in funds so far.

/* User Identification Code Start */
var _tiluuid = localStorage.getItem(‘_tiluuid’);
if (_tiluuid === null) {
function receiveMessage(evt) {
if (evt.origin === ‘https://tilanalytics.timesinternet.in’) {
_tiluuid = evt.data;
localStorage.setItem(‘_tiluuid’, _tiluuid);
}
}
window.addEventListener(‘message’, receiveMessage, false);
document.getElementById(“_tiluuid_frame”).src=”https://tilanalytics.timesinternet.in/frame_v3.min.html”;
}
/* User Identification Code End */

var urlParams = window.URLSearchParams && new URLSearchParams(window.location.search),
optParam = urlParams.get && urlParams.get(‘opt’);

var objSec = {template: ‘articleshow_main’, msid:’81110479′, secNames: [‘tech’,’tech-bytes’],secIds:[‘2147477890′,’13357270′,’78487183’]};

var tmplName = tpName=”articleshow_main”,lang = ”,nav_sec1,newHookId,subsec1_value,subsec1_common = ‘13357270’,newHookId2,subsec2_value,subsec2_common = ‘78487183’;
var objVc = {version_on:’20210219172429′,js_etsubscription:’1′,js_onboarding_popup_sh:’7′,js_comments:’111′,js_googleslock:’782′,js_googlelogin:’56’,js_common_buydirect:’749′,js_bookmark:’18’,js_articleshow_main:’44’,js_login:’46’,js_datepicker:’2′,js_electionsmn:’22’,js_push:’54’,css_buydirect:’14’,js_tradenow:’19’,js_commonall:’138′,lib_login:’https://jssocdn.indiatimes.com/crosswalk/jsso_crosswalk_legacy_0.5.9.min.js’,live_tv:'{“onoff_flag”:”0″,”platform”:”desktop”,”sections”:[“79755474″,”1715249553″,”13352306″,”13357270″,”897228639″,”1466318837″],”pages”:”all”,”auto_open”:”1″,”default_tv”:”1″,”timePeriod”:{“showTimeFlag”:false,”fromTime”:””,”toTime”:””}}’,global_cube:’0′,global_cube_wap:’0′,global_cube_faces:’2′,global_cube_fullad:’0′,global_cube_landingon:’sensex’,global_cube_wap_url:’https://m.economictimes.com/iframe_cube.cms’,site_sync:’0′,adx:’1′,amazon_bidding:’1′,js_newsltrpopup:’119′,nlExpiry:’864000′,nlReloadExpiry:’30’,fan_ads:’0′,trackAdCode:’0′,ajaxError:’1′,oauth:’oauth’,planPage:”https://economictimes.indiatimes.com/plans.cms”,planPageTest:’https://economictimes.indiatimes.com/plans.cms’,subscriptions:’subscriptions’,krypton:’kryptonp’,apw:’apw’,nlSubscribe:’etsub3′};
if(window.location.host == ‘economictimes-pp.indiatimes.com’) {
objVc.oauth=”oauth-pp”;
objVc.krypton = ‘krypton-pp’;
objVc.subscriptions=”subscriptions-pp”;
objVc.apw = ‘apw-pp’;
}
var objDim = {d52:’nature_of_content’,d96:’continuous_paywall_hits’,d95:’monthly_article_count’,d10:’user_login_status_hit’,d54:’content_shelf_life’,d98:’daily_paid_article_count’,d53:’content_target_audience’,d97:’monthly_paid_article_count’,d12:’tags_meta_keyword’,d56:’degree_of_conten’,d11:’content_theme_the_primary_tag’,d55:’content_tone’,d14:’special_coverage’,d58:’et_product_item’,d13:’article_publish_time’,d16:’video_embed’,d15:’audio_embed’,d59:’show_paywall_final’,d61:’paywall_probability’,d60:’paywall_score’,d63:’paid_articles_read’,d62:’eligibility_paywall_rule’,d65:’bureau_articles_read’,d20:’platform’,d64:’free_articles_read’,d23:’author_id’,d67:’loyalty’,d66:’article_length’,d25:’page_template’,d24:’syft_initiate_page’,d68:’paywall_hits’,d27:’site_sub_section’,d26:’site_section’,d29:’section_id’,d28:’prime_deal_code’,d70:’us_election_2020′,d72:’paywall_experiment’,d71:’plan_group_id’,d32:’prime_article_read_before_syft’,d75:’watchlist_active_status’,d34:’content_age’,d33:’prime_article_read_before_success’,d36:’sign_in_initiation_position’,d35:’subscription_method_hit’,d37:’user_subscription_status’,d1:’et_product’,d2:’blocker_type’,d3:’user_login_status_hit’,d4:’agency’,d5:’author_name’,d6:’cms_content_publishing_type’,d7:’content_personalisation_level’,d8:’article_publish_date’,d9:’sub_section_name’,d40:’freeread’,d45:’prime_hp_ui_template’,d47:’prime_hp_ui_content_b_color’,d46:’prime_hp_ui_content_size’,d49:’syft_initiate_position’,d48:’content_msid’,d92:’last_click_source’,d50:’signin_initiate_page’,d94:’daily_article_count’,d93:’internal_source’};var serverTime=”02.19.2021 17:29:13″;var WRInitTime=(new Date()).getTime();
(function () {if (self !== top) {var e = function (s) {return document.getElementsByTagName(s)}; e(“head”)[0].innerHTML = ‘*{display:none;}’; setTimeout(function () {e(“body”)[0].innerHTML = ”; var hEle = e(“html”)[0]; hEle.innerHTML = ‘economictimes.indiatimes.com‘; hEle.className=””; top.location = self.location; }, 0);}})();

_log = window.console && console.log ? console.log : function () {};
// Creating Elements for IE : HTML 5 and cross domain checks
(function () { var elem = [“article”, “aside”, “figure”, “footer”, “figcaption”, “header”, “nav”, “section”, “time”];
for(var i=0; i -1) { window[disableStr + ‘-‘ + gaProperty] = true; }

ga(‘set’, ‘anonymizeIp’, true);
ga(‘create’, gaProperty, ‘auto’, {‘allowLinker’: true});
ga(‘require’, ‘linker’);
ga(‘linker:autoLink’, [‘economictimes.com’]);
ga(‘require’, ‘displayfeatures’);
window.optimizely = window.optimizely || [];
window.optimizely.push(“activateUniversalAnalytics”);
ga(‘require’, ‘GTM-WV452H7’);
customDimension.dimension1 = “ET Free”;
customDimension.dimension4 = “ETtech”;

customDimension.dimension6 = “Native – 81110479”;
customDimension.dimension8 = “Feb 19, 2021”;
customDimension.dimension9 = “Tech Bytes”;

customDimension.dimension12 = “Chai Point,DTC,Flipkart,instant chai category,Millennials chai,work from home chai”;
customDimension.dimension13 = “05:29 PM IST”;

customDimension.dimension15 = “No”;
customDimension.dimension16 = “No”;

(function () {
var a = window.localStorage && localStorage.getItem(‘et_syftCounter’) || ”;
a = a && JSON.parse(a) || {};
if(a.beforeSyft && customDimension) {
customDimension.dimension32 = a.beforeSyft;
}
if(a.afterSyft) {
customDimension.dimension33 = a.afterSyft;
}
})()

var contentAge=”0.0003125″;
if(contentAge) {
customDimension.dimension34 = contentAge > 2 ? ‘>48hs’:’= 0 && num < 10) ? '0' + num : num;}
try {
lastClick = getjStorageVal('etu_last_click');
if(!lastClick) {
lastClick = document.referrer.indexOf('indiatimes.com') == -1 ? 'direct_landing_articleshow' : 'other';
}
var dref = document.referrer, wlh = window.location.href.toLowerCase(), wlp = window.location.pathname;
if(/google|bing|yahoo/ig.test(dref)) {trafficSource="organic";}
else if(/facebook|linkedin|instagram|twitter/ig.test(dref) || wlh.indexOf('utm_medium=social') != -1) { trafficSource="social";}
else if(wlh.indexOf('utm_medium=email') != -1) {trafficSource="newsletter"; }
else if(getjStorageVal('etu_source')) { trafficSource = getjStorageVal('etu_source');}

if(!trafficSource) {
if(wlp == "https://economictimes.indiatimes.com/" || wlp == '/default.cms') {trafficSource="direct"}
else if(wlp.indexOf('articleshow')) {trafficSource="organic"}
else {trafficSource="other"}
}

var dtObject = new Date(), dt = (dtObject.getFullYear() + '' + addZero(dtObject.getMonth() + 1) + '' + addZero(dtObject.getDate())), key = 'et_article_' + dt;
var articleReadCountToday = (getjStorageVal(key) || []).length;
var articleReadCountMonth = 0;
var paidArticleReadCountMonth = 0;
var jString = localStorage.getItem("jStorage");
try {
if(jString) {
var objJstorage = JSON.parse(jString);
Object.keys(objJstorage).filter(function(key) {return key.indexOf('et_article_') != -1}).forEach(function (key) { articleReadCountMonth += getjStorageVal(key).length});
Object.keys(objJstorage).filter(function(key) {return key.indexOf('et_primearticle_') != -1}).forEach(function (key) { paidArticleReadCountMonth += getjStorageVal(key) || 0});
}
} catch (e) {}

var paidArticleReadCountTodayKey = 'et_primearticle_' + dt;
var paidArticleReadCountToday = getjStorageVal(paidArticleReadCountTodayKey) || 0;
var continuousPaywallList = getjStorageVal('et_continuousPaywalled') || [];

customDimension.dimension92 = lastClick;
customDimension.dimension93 = trafficSource;
customDimension.dimension94 = articleReadCountToday;
customDimension.dimension95 = articleReadCountMonth;
customDimension.dimension96 = continuousPaywallList.length;
customDimension.dimension97 = paidArticleReadCountMonth;
customDimension.dimension98 = paidArticleReadCountToday;
} catch (e) {}
})();

ga('send', 'pageview', customDimension);

var newHookId ='13357270';
var newHookId2 = '78487183';

if(newHookId == '1715249553' && newHookId2 == '1052732854'){
newHookId = '1052732854'; // politicsnation
}else if(newHookId == '1715249553' && newHookId2 == '1373380680'){
newHookId = '1373380680'; // Economy
}

var subsec1_value="13357270", subsec1_2value="78487183";

if(subsec1_value == '1715249553' && subsec1_2value == '1052732854'){
subsec1_value="1052732854"; // politicsnation
}else if(subsec1_value == '1715249553' && subsec1_2value == '1373380680'){
subsec1_value="1373380680"; // Economy
}

(function (g, r, o, w, t, h, rx) {
g[t] = g[t] || function () {(g[t].q = g[t].q || []).push(arguments)
}, g[t].l = 1 * new Date();
g[t] = g[t] || {}, h = r.createElement(o), rx = r.getElementsByTagName(o)[0];
h.async = 1;h.src = w;rx.parentNode.insertBefore(h, rx)
})(window, document, 'script', 'https://static.growthrx.in/js/v2/web-sdk.js', 'grx');
grx('init', 'gf999c70d');
var grxDimension = {url: window.location.href, title : document.title, referral_url : document.referrer};

if(window.customDimension && window.objDim) {
for(key in customDimension) {
var dimId = 'd' + key.substr(9, key.length);
if(objDim[dimId] && typeof customDimension[key] != 'undefined') { grxDimension[objDim[dimId]] = customDimension[key]; }
}
}

var subsStatus="Free User";
var jData = JSON.parse(localStorage.getItem('jStorage'));
function getCookie(n) {var ne = n + "=", ca = document.cookie.split(';');for (var i=0;i -1) {
subsStatus=”Expired User”;
} else if (grx_userPermission.indexOf(“subscribed”) > -1 && grx_userPermission.indexOf(“cancelled_subscription”) > -1 && grx_userPermission.indexOf(“can_buy_subscription”) > -1) {
subsStatus=”Paid User – In Trial”;
} else if(grx_userPermission.indexOf(“subscribed”) > -1) {
subsStatus=”Paid User”;
var b = document.getElementsByTagName(‘html’)[0];
b.classList.add(“prime_user”);
} else if(grx_userPermission.indexOf(“etadfree_subscribed”) > -1) {
subsStatus=”Ad Free User”;
}
} catch (e) {}
} else {
grxDimension[objDim[‘d3’]] = ‘NONLOGGEDIN’;
}
grxDimension[objDim[‘d37’]] = subsStatus;
try {
if(window.localStorage && localStorage.getItem) {
var jString = localStorage.getItem(“jStorage”);
if(jString) {
var objJstorage = JSON.parse(jString), objProf = objJstorage[‘et_subscription_profile’];
for (var attrname in objProf) { grxDimension[attrname] = objProf[attrname]; }
}
}
}catch(e) {
console.log(‘Error profile Dimension’);
}
})()

grx(‘track’, ‘page_view’, grxDimension);

if(window.allowGdpr == 1 && (typeof skip == ‘undefined’ || typeof skip.fbevents == ‘undefined’)) {
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version=’2.0′;
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,’script’,
‘https://connect.facebook.net/en_US/fbevents.js’);
fbq(‘init’, ‘338698809636220’);
fbq(‘track’, ‘PageView’);
}

var _comscore = _comscore || [];
_comscore.push({ c1: “2”, c2: “6036484”});

if(window.allowGdpr == 1) {
(function() {
var s = document.createElement(‘script’), el = document.getElementsByTagName(“script”)[0]; s.async = true;
s.src = (document.location.protocol == “https:” ? “https://sb” : “http://b”) + “.scorecardresearch.com/beacon.js”;
el.parentNode.insertBefore(s, el);
})();
}

if(window.allowGdpr == 1) {
(function() {
function pingIbeat() {
window._pg_endpt=(new Date()).getTime();
var e = document.createElement(‘script’);
e.setAttribute(‘language’, ‘javascript’);
e.setAttribute(‘type’, ‘text/javascript’);
e.setAttribute(‘async’, true);
var dt = window.dateFormat ? dateFormat(new Date(), ‘%Y%M%d’) : 1;
var sd = window.objDomain && objDomain.js || ”;
e.setAttribute(‘src’, sd + ‘/js_ibeat_ext.cms?v=’ + dt);
//e.setAttribute(‘src’, “https://agi-static.indiatimes.com/cms-common/ibeat.min.js”);
document.head.appendChild(e);
}
if(typeof window.addEventListener == ‘function’) {
window.addEventListener(“load”, pingIbeat, false);
} else {
var oldonload = window.onload;
window.onload = (typeof window.onload != ‘function’) ?
pingIbeat : function() { oldonload(); pingIbeat(); };
}
})();
}

}



Source link

Leave a Reply

Your email address will not be published. Required fields are marked *