World’s largest Chai-led platform Chai Point enters Amritsar

Chai Point store opens at the iconic Town Hall Complex near The Golden Temple.

The Premium store design and craftsmanship pays homage to the times when the partition museum was an active palace.

Bangalore, Aug 2022: Chai Point, the World’s largest Chai-led beverage platform, has announced the brand’s entry into Amritsar by opening its store at the iconic Town Hall Complex near The Golden Temple.

The launch is in line with Chai Point’s retail expansion strategy of opening 100 more stores in the next 12-18 months and bringing an elevated Chai experience to a larger consumer base by leveraging the software and hardware capabilities of its myChai™ brewing system. Chai Point is present in India through its retail network of 180 stores across 9 major cities and in over 3500 workplace community hubs covering 43 cities through its specialised brewing systems. Over the past month, the company has opened 18 stores with a strong presence in major cities including Bangalore, Hyderabad, Pune, Mumbai and NCR.

The brand serves over 700,000 cups every day and fulfilled 100 million cups delivery over the past year through its cloud kitchens and delivery networks using their innovative heat retaining Chai flasks which were launched in 2016. Chai Point is the first company in India to launch environment-friendly heat retaining Chai flasks that can keep the chai, coffee hot for upto 2 hours. With its packaged goods range, Chai Point has served over 8,300 pin codes in India.

 Amuleek Singh Bijral, Co-founder & CEO, Chai Point, says, “We are excited to bring the Chai Point experience to a city known for its exceptional food culture. With our innovation backed myChai™ brewing systems and a wide array of food offerings, we are looking forward to delighting our customers in Amritsar with an elevated Chai led experience.”

The Company also organised a Chai langar at The Golden Temple on the morning of 15th August, as a tribute for entering the holy city.

Chai Point Amritsar is a large format store offering both indoor and outdoor seating. The premium store design and experience comprises a contemporary environment inside a historic building with careful attention given to its scale and original texture.

“While staying true to the building's typology of the space, we paid homage to the building's former stature by using materials and furniture that are relevant to the times when it was still an active palace, a time when artisans and royalty walked the halls of this massive palace. Therefore, we found a blend of contemporary and vernacular look and a tactile mix of materials in natural finishes that bear traces of craftsmanship and serve as an appropriate base for the design. As a showcase of our multi-layered approach to design, the original walls of the building were contrasted with massive wooden panelling that frames the space at sill level,” adds Bijral.

The furniture for the Amritsar store is custom designed in Jodhpur with emphasis given to raw materials in special finishings that highlight the background of the space. The indoor - outdoor relationship is maintained by applying similar design ideas and material choices to the partition museum's outdoor terrace with cast iron tables and wooden benches circulating around planters.

About Chai Point

World’s largest Chai-led beverage platform, Chai Point, is an omni channel brand started in 2010. The Company reaches millions of customers everyday through multiple touch points including retail stores, cloud kitchens, corporate offices and institutions, consumer packaged goods and HORECA (hotels, restaurants and cafes). myChai™ brewing system is a proprietary Cloud-connected Chai and coffee brewing technology platform which gives Chai Point the capability to brew fresh chai and coffee with consistent quality at a global scale.

Chai Point is present in India through its retail network of 180 stores across 9 major cities and in over 3500 workplace community hubs covering 43 cities through its specialised brewing systems.

With single origin tea from Assam’s finest estates and 100% single origin Arabica coffee beans from Rainforest Alliance certified estates of Chikmagalur, Karnataka, Chai Point is already serving over 700,000 cups every day.

Chai Point is the first company in India to launch environment-friendly heat retaining Chai flasks in 2016 that can keep the chai, coffee hot for upto 2 hours.

As the brand continues to expand across formats with myChai™, the Company is aiming to tap into one million small and mid-size bakeries and cafes by bringing them onto a single platform.

The Company plans to install 30,000 myChai™ brewing systems across India in the next 3 – 5 years giving it the largest footprint in the retail channel in India.

Towards the brand purpose of brewing an authentic cup that brightens lives and brings people together, the Chai Point Rewards program not only continuously delights and rewards its customers but also engages communities in a unique manner through the iroc – I Run on Chai program, which is seamlessly integrated in the Chai Point mobile app.

Chai Point is backed by marquee investors like Eight Roads Ventures (part of Fidelity Investments Inc.), Saama Capital, DSG and Paragon Partners. The Company has raised over $50 million in funds till date