Cutting Chai, a Click Away

Varun KR, Marketing Executive at Zepo, states that the idea of the website was to increase the reach of the chaiwallahs. “We’ve seen everything sell online — from expensive furniture to groceries. So why not tea? We approached some chaiwallahs and explained the concept to them. They immediately came on board,” he says. At the moment, the logistics of the process are pretty straightforward. Once you subscribe to the offer that suits you, Zepo receives an SMS, which it then forwards to the respective chaiwallah. In the one month since the site has been active, Chotuchaiwalla has received over 60 subscriptions. KR says they plan to tie up with 25-30 more tea stalls in the next few months.

But what about the experience of sipping on a cutting by the roadside, which is part of its appeal? KR clarifies that Chotuchaiwala is not looking at taking away from that. “Sometimes, you just don’t have the time or the option to step out, like when it’s raining heavily or is too hot outside. This is where delivery comes handy.”

shikha.kumar@expressindia.com

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