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Tata Global Beverages to sample QSR format from Bengaluru

Wednesday, November 1, 2017, 16:30 Hrs  [IST]

As per a report in Financial Chronicle, Tata Global Beverages Ltd (TGBL) has entered into a new format of business by setting up Tata Cha, a standalone cafe that serves 25 varieties of beverages and an equal number of authentic regional food varieties. Sushant Dash, Regional President, TGBL said the company has decided to pilot this format in Bengaluru, as the city has the right environment with its cosmopolitan culture. Under the Tata Cha brand, the company will run three different retail formats: 1,200 to 1,400 sq ft full-fledged cafes, 700 sq ft abridged versions of Tata Cha and 200 sq ft kiosks in malls and IT parks. In the next two to three months we will also open one abridged Tata Cha and two Tata Cha kiosks in the city. It is a pilot experiment for us in the Quick Service Restaurants (QSR) space while our country wide roll out of this model will be based on our learning and understanding from here. We are not in a hurry; let us evaluate the consumer proposition and business model first.

Tata Cha will present a wide variety of teas, other beverages and cuisines from across the country to cater to the cosmopolitan palate of Bengaluru. He said, “The out-of-home eating market is so huge and expanding rapidly and we want to explore this opportunity. Also, 70% of the Indian population is used to consuming tea at local stalls. We want to rekindle this love for tea. This venture is aimed at enhancing the appeal of tea and makes it more vibrant for the newer consumer groups like the millennials.” Tata Global Beverages is trying to build a unique environment around the tea drinking habit of young Indians. At Tata Cha, we will offer multiple varieties of boiled milk teas, black teas and green teas and teas of other flavours, including specialty teas of Assam, Sikkim and Nilgiris, said Dash.

Tata Cha menu would also include lost Indian recipes such as signature tea-based hot and cold beverages, traditional snacks, dunkers and meals with a twist. Interestingly, while responding to a query on the rationale behind launching another cafe format when it already has Tata Starbucks, the company said this is going to be different format with a unique customer audience and it would not interfere with Tata Starbucks.

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