Tata Tea to tap out-of-home segment

Tata Tea, country's largest tea company by volume, has forayed into the out-of-home beverage segment by unveiling its first outlet "" 'Chai Unchai' "" in Bangalore.

Speaking to reporters at the company's first outlet at IIM-Bangalore campus, Sangeeta Talwar, Executive Director, Tata Tea Limited said "'Chai Unchai' is crafted as a retail space in the out-of home segment that connects with youth in an exciting and differentiated manner. The new hangout is designed to be cool - neither a kiosk nor a parlour, and with an ambience that is warm, friendly, unpretentious and fun."

The outlet offers both tea and non tea beverages with a range of snack offerings. "Chai Unchai is another first in the industry in the way it has been conceptualised and executed. We are confident we will make a compelling connect with young people," she added.

Tata Tea plans to open outlets in various parts of the country over the next five to seven years.

Chai Unchai is aimed at catering to a distinct lifestyle need of today's youth. "The unique retail format of 'Chai Unchai' provides a place where consumers can have fun to suit their mood. These outlets will be opened at strategic locations in shopping malls, colleges, university campuses and public places," Talwar said.

Pankaj Dant, General Manager - Marketing & Sales, Tata Tea, said, "our research showed that this segment has a huge opportunity as consumers are constantly looking at different options for a satisfying out-of-home beverage experience."