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Tata Cha opens first smaller-format store; Second of four pilot stores
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Saturday, 24 March, 2018, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Tata Cha, an out-of-home (OOH) beverage initiative of Tata Global Beverages, has now opened its first smaller-format outlet in Bengaluru recently. The kiosk, located at the Market Place in Bellandur, is its second of the four pilot stores.
The company proposes to explore the information technology (IT) parks space as a part of its plan to evaluate its consumer proposition and business model. This store followed the launch of its first cafe in a high-street locality in Indiranagar.
The store, with its wide variety of indigenous and unique recipes, is expected to be a popular destination for the employees of RMZ EcoWorld and other IT parks situated in the vicinity.
“Bangalore is rightly known as the Silicon Valley of India, with one of the biggest clusters of young millennials employed here, who are always on the go,” said Sushant Dash, regional president, India and the Middle-East, Tata Global Beverages.
“With this new outlet, we plan to provide them with quick bites and refreshing beverages at a rapid pace to match their needs and interests,” he added.
“At Tata Cha, the essence of our offering is to bring to our consumer the warmth of tapri chai in a modern environment,” Dash said.
“As planned, we are now present in an IT park, as we want to test our consumer proposition, model and feasibility in different locations,” he added.
“With hectic work schedules and strenuous schedules, eating outdoors has become a very common phenomenon,” Dash stated.
“With this kiosk, we want to be a part of any employee’s everyday life and everyone’s first choice when it comes to grabbing their favourite cold and hot beverages, besides some interesting all-day breakfast options, snacks and meals while on the go,” he added.
“Similar to our pilot store, here too, we bring you an extensive menu crafted to revive lost Indian recipes that blends warmth with a dash of youthfulness,” Dash said.
The menu will boast of a wide variety of healthy teas like Cucumber Green Tea and Sugar-free Tangy Tamarind, which can be paired with Oil-free Soya Kababs.
Dilliwali Kanji and Masala Shikanji are some of the local favourites, along with Mixed Berry and Rasmalai Milk Shake, Peach Iced Tea and Chili Guava Ice Slush in the cold beverage offerings.
The hot tea range includes Gur Chai , Masala Chai and Nimbuda Black tea. The food menu includes comfort food with a modern twist, like Butter Chicken Khichdi from the North and Creamy Veg Stew from the South.
The breakfast menu is inspired from popular items from different parts of India, including Poha-Misal and Farsan from Indore and Parsi Egg Bhurji with Pav from Mumbai.
Indigenous recipes such as Chatpata Matar Kulcha from the North and forgotten delicacies like Dal Pakwan 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,” stated the company.
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