One of the leading food brands, the Indian Chai Café Chaayos recently launched their rebranding campaign #RelaxwithChaayos to take up the tea break to a whole new level.
Chai can be said as the most popular drink of India, a drink Indians cannot live without. Chaayos is a startup that aims to create an exquisite spot where one can sit, relax and have a hot cup of tea made the way they like.
Almost in every corner of the world, we could spot cafés that promotes the coffee culture more than this beloved drink. Chaayos provides their customers a hygienic and exclusive place to go to when they crave chai.
Co-founder Raghav Varma, states that “ The core USP of our brand is that we personalize the chai and the experience for our customers. There are about 80,000 ways in which you can prepare your cup of chai. We also serve a very good menu that goes with chai : bun maska, poha, vada pao, matar kulcha, pao bhaji.”
The campaign is to revamp the whole concept of Chaayos, after a customer analysis, it was found that the people loved to relax with a cup of tea and a snack. Chai to rejuvenate themselves and the snack to munch along with it, the brand wanted to put this combo for the people as people mostly liked to eat something while they drank their tea.
As Varma added, “ 50% of our revenue comes from snacks, hence it is a very important part of our portfolio.”
Chaayos has over 140 outlets all over India, however, they plan to open 175 cafes more by the end of this fiscal year.
Their focus has been offices as most people like to have tea breaks but the COVID showed its impact on their sales number, but they have further expanded in the online delivery sector which had successful results. According to Varma, they now want to focus and infiltrate more into the cities they are already present in.
Their USP has always been, ‘ Meri Wali Chai’ where they offer their customers chai the way they want it, customizing the drink to give the people a feeling of having their own or homely taste of joy is what makes them unique.
And over the last few years, they realized the snacks also play an important role in the entire offering. Hence the brand decided to launch the campaign to promote their focus “ Chai + Snacks = Relax ”, giving a new outlook.
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