New Delhi, Oct 31 (PTI) Tata Global Beverages todayannounced the pilot launch of its first tea café - 'Tata Cha'-with an aim to rekindle tea love among the millennials.
The company plans to test launch a total of four pilotstores in Bengaluru to evaluate the consumer proposition andbusiness model, Tata Global Beverages Ltd (TGBL) said in aregulatory filing.
The first 'Tata Cha' tea cafe has been opened inBengaluru and the company will decide on future course ofaction for the out of home beverage space based on the outcomeof the pilot stores, it added.
"With increasing disposable income, the trend of eatingoutdoors is on an upward trajectory. We want to be a part ofthis trend and through this pilot launch of Tata Cha we wantto test consumer proposition; our model and feasibility,"Tata Global Beverages Regional President–India, Sushant Dashsaid.
He further said the venture is aimed at enhancing theappeal of tea and make it more vibrant for the newer consumergroups like the millennials.
TGBL will offer menu crafted to revive "lost Indianrecipes that blend warmth with a dash of youthfulness" suchas signature tea-based hot and cold beverages, traditionalsnacks, dunkers and meals with a twist, Dash added.
Banking on the company's expertise in understanding thenuances of tea drinking in India and Indian's love for boiledtea, TGBL will specialise in serving freshly boiled tea, justlike the corner tea shop, served one perfect cup at a time,the statement said. PTI RKLANU.
This is unedited, unformatted feed from the Press Trust of India wire.