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MY LETTER IN BUSINESS TODAY LATEST ISSUE DATED APRIL 12TH 2015

MY LETTER IN BUSINESS TODAY LATEST ISSUE DATED APRIL 12TH 2015


This is what I had written to BT:


Dear Sir,


This refers to the interesting article on “Chaayos”, the new start-up by two IIT-ians. (BT March 29th 2015)


The attempt by the duo to create an economic venture by “chai”-fying the nation’s tea drinking habits, through  the opening of tea cafes / parlors / outlets in parallel to the prevailing outlets (Starbucks, Coffee Day etc.) that cater to  coffee guzzlers population, is no doubt a novel idea, but whether it will sustain itself over a period of next few years till it breaks even, is a million “kullad ” question!


In apna desh, media-reports about our present Prime Minister, reported to be once working as a tea-seller at a small railway station, seem to have motivated many of these new generation of entrepreneurs to forego lucrative corporate careers after passing out from the elite IITs and start such “funky” experimental ventures of their own. That the PM is also quite at home with his reported meetings over a cup of tea, (“chai par charcha”) with fellow politicians and visiting dignitaries (Obama, for example) has also started a trend in our society which is always on the look out for something savvy to break the monotony of otherwise humdrum life! The common “chai ka cup” seems to gel well with our taste for saucy “gup-shup”!


The only and major weak point in the venture seems to be the minimum price of a cup at Rs.59/- compared to the roadside tea-stall price of Rs.5/- per cup. However the ordinary tea-sipper, is likely to be adequately  compensated by the ambience, the novel flavors and add-ons.


If this letter of mine is published, I may plan to visit and read it in the nearest Chaayos outlet while relishing my favorite concoction of “Nimbu Chai”. You are cordially invited to join me Editor ji!! “Chai Ho Jaaey?”


J S BROCA


New Delhi, 16th March 2015    


Here is the highly edited version of my letter now published:


This refers to the article on “Chaayos”, a new start-up by two IIT-ians. (Cutting Chai, Café Style, March 29) The attempt to open – tea cafes / parlours along the lines of  Starbucks, Coffee Day, is no doubt a novel idea. But whether they will be able to survive in this competitive market, is a million “kullad ” question!


Many new generation entrepreneurs often forego lucrative corporate careers after passing out from the elite institutions such as the IITs to start such “funky” experimental ventures, but do they have the appetite to go the whole hog? Hope the tea-sipper, will be       compensated by the ambience, novel flavours and add-ons for the Rs.59 they pay for every cuppa.


J S Broca, New Delhi