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Omnichannel beverage brand Chai Point has announced its foray into the instant chai category. The company has  launched Instant Chai in three flavours — Masala, Ginger & Cardamom.

The instant chai will be available in convenient ‘sachet’ easy to carry formats priced at Rs 180 for a pack of 10.

The Instant Chai range is now available on Chai Point’s recently launched D2C platform in addition to biggest ecommerce sites including Amazon, Flipkart, Snapdeal, Big Basket, SuprDaily. The range would also be available across 170 stores of Chai Point.

Chai Point Co-founder CEO Amuleek Singh Bijral said, “The pandemic has brought about many fundamental shifts in our F&B consumption pattern. As white collar professionals with millennial mindset continue to WFH, their consumption of Chai is at an all time high and our customers want the same taste of Chai as they get in our stores albeit be ready in a matter of seconds. Launch of instant chai is another way to stay in tandem with the needs of our customers for who Chai is a fuel which keeps them going even when working remotely.”

The company aims to grow the Instant Chai category into Rs 10 crore business in the next 12 months.

Chai Point range of Instant Teas is a beverage designed for those hectic work from home meetings, late workdays, travel and holidays without compromising on the authentic taste of homemade chai.

This is a 100% natural zero preservative product, where actual tea and spice extracts are mixed with the highest quality dehydrated milk in the state of the art German machines to give a truly authentic chai experience, Chai Point said.

Chai Point is known not only for ensuring balanced levels of sugar in the beverages but also for making available 100% natural alternatives like jaggery and honey.

Started in 2010 by Amuleek Singh Bijral and Prof Tarun Khanna from Harvard, the company which reaches millions of customers everyday through multiple channels like boxC, stores, delivery, is backed by marquee investors like Paragon Partners, DSG, Eight Roads Ventures, Saama Capital.

Chai Point runs over 175 stores in 8 cities selling 3,00,000 cups every day. The company has raised $34 million in funds till date. The last round in which Chai Point raised $20 million in Series C was led by Paragon Partners.

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