Selling Chai Made Them A CROREPATI - Chaayos' Multi Million Dollar Business | FO 54 - Raj Shamani

a lot of times entrepreneurs make a very. common mistake that much. pain Point yeah. it does not work like that internally. Coca-Cola had this line that they used. to use in India at least Coca-Cola. should be available at an arms length of. Desire. stall available. that's what our vision is so that that. requires depth you it does not happen.

with oh we are in 300 cities and two. stores in each City it does not work. like that a lot of people say that one. of the biggest problems we have is how. do we kill competition because whatever. we are doing and whatever we are. building our business in there's so much. competition there's no Innovative. product and how can we come up with. something during the basically we are. able to lead it it's so difficult to. answer that's what exactly we have. addressed in today's episode we've. talked to founders of chayos they took a.

simple product like. they were able to build a successful. business on that how let's find this out. so we've talked about how to build a. brand what brands can learn from. legendary Brands like apple Coca-Cola. and we found out India's first. technology enabled chai so we have. talked about a lot of things make sure. that you watch this episode till the end. with the founders of trios nitin saluja.

and raghav Varma who both are ideals. they were into Consulting robotics. technology and they left all of this. just because pure passion and love for. chai and how you can do with how you can. do something like this in your. respective field learn that from this. episode. so you know I was I was looking at your. uh like history and doing research you.

were doing something robotics yeah how. Robotics and this like but it was both. related the kind of the kind of chai. Bots that we have here which I bought. yeah okay so so it's. not made by hand chai is made by chai. monks which are our chai Bots everything. is measured super precisely the right. amount of milk right amount of chaipathi. right amount of Chini right amount of. water and right amount of boils and.

that's how chai is made at chaos yeah. nice so the Chai at chayos is all about. your cup of chai so that is we don't. know what's a good cup of chai. we give you 80 000 ways to make a cup of. chai. so you can choose from seven different. milk levels two chapati levels you can. choose from 12 different spices. so on and so forth right in your chai.

and all the chives come at one flat. price simple it's your chai personalize. it the way you like so earlier. training training training was the name. of the game Kia is. measure measure measure measure follow. the SOP now it's time that does all of. that completely now nice what was super. interesting for me. because you guys sold cold teas as well.

like what was going on in your mind. talking technically it's not charge or. thunder over here okay it's a different. recipe to make a chai frappe if you may. right okay for example people really. love our elaichi tandi chai cinnamon. tandi chai they are like frothy frappe. that's the most contemporary way to have. a cup of chai and that's something that.

people really like how do you make. people try new stuff because everybody. is coming in here yeah trying to wanting. to try like let's say a hot cup of tea. okay and then all of a sudden you say. you know what boss. we've actually created a a very very. good new product launch pipeline so you. know every three months we launch new. products okay and now now our customers. are actually used to it because because. our customer repeat behavior is very. high our our customers come to us on an.

average three and a half times in a. month so when you have that kind of. repeat Behavior they're always open to. trying out new things makes sense makes. it but day one pay how did you convince. people to buy something super premium. when chai is available everywhere in. street we went out to the customers and. we asked them that would you drink a cup. of chai done in a good nice setting. outside of your home. and and out of 250 300 customers that we.

interviewed it was a resounding yes. that today we have to be when we go. outside of home we don't have an. opportunity to have a good cup of chai. either we can go to a tapri or we have. no other place to get a good cup of chai. yeah because we don't have a good place. to have a cup of chai we end up settling. for some other beverage. right you said you you you mentioned. that for every one cup of coffee there. are 30 cups of chives that are consumed. in this country so this country is a.

chai-consuming nation and in a. chai-consuming nation. in 2011 if the answer is I don't have a. good place to have a cup of chai outside. of home that's oxymoronis there is. something missing it's obvious. nobody has done it because of all the. precise things that you mentioned um. was prized. but this this confidence that challenge.

came out of those interviews only we. want a good cup of chai outside of Home. in a good setting. please be sure to do it in a in a nice. contemporary modern way don't make us. feel like oh it's just an upgraded tapri. we don't want an upgraded company we. want a new experience but to have that. personalized cup of chai when you are. trying to get into an industry which is.

like let's say Tam is insane the total. Market is insane but it's like super. competitive. and how do you make sure you try to. build a brand in a space which is. already. let's say captured by everyone like it's. not like you didn't have like a gray. space or a gray area to probably your. story would have been little different. you must be selling a story or an. experience or personalization but.

at the end of the day you're competing. in China like you said every office. so how difficult it is for people. like to convince people to pay you. something which they're getting for free. the business you are building. is not determined by the product only. the business is determined by the. product and the category in which you. want to operate you rightly said temp. for chai is total addressable market for.

chai is insanely huge. we choose we chose to operate in that. mass premium segment where the power. lies in the hand of the customer. the moment you look at chai as a mass. premium product. you realize that there is no other. player there is no competition. and and it was a virgin space when when. we we started out and last I counted. there were about 35 different players.

trying to trying to take a part of that. market uh some are localized some are. national uh but yeah to to your to your. primary question how does how should an. uh an aspiring entrepreneur look at it. Define your Market Define your Market. the way you think you can win a part of. that market or win that entire Market. what would be the first step someone. who's trying to build a mass premium. brand because I feel in India a lot of.

categories where you can actually make. money they are unorganized at this point. I'll give an example so I was I was in. London I don't know Oxford Street. there's a there's a juice box. right so they they serve you orange. juice but there are like these juice box. which I think they're in like 20. different locations in London and. everybody want to have orange juice from. there itself yeah it's a five pound. orange juice which is crazy you can get. it one pound anywhere in your local. store but still people go and get like a. five pound store because what other.

storage it has delivered the promise. that they build the brand. and you never we don't have that. sugar cane juice or that people have it. so somebody wants to build a brand like. that what should be the first thing my. first step would always be to talk to. your potential customers understand what. their pain point is a lot of times. entrepreneurs make a very common mistake. that much. pain Point yeah. it does not work like that because.

thought process. experiences. so I think the first and foremost thing. is to talk to a diverse group of. potential customers. there's a limit to which it can possibly. go sometimes. it can be a ball out of the park uh not. not not necessarily always what should.

be the second thing if they should think. about I think if spoken to the customers. they all want like a better experience. yeah now what what second step is. don't don't think of what your brand is. going to look like at 100 stores or a. thousand stores. get that first store right get that. first store do it do it brilliantly be. be there to talk to each and every. customer understand how they are. reacting because look you took an. insight and you built that into a.

product now that product might be doing. Justice or might not be doing Justice to. the kind of pain points that the. customer has. so once you do that and you build on it. you do your first store you do your. second store you do your third store you. you you learn with every store and that. is where you get to product Market fit. and you know you get more confidence. that yes this is something that can work. across and can become a hundred store or. a 500 store or a thousand store Brandon. okay also what do you think matters the.

most when you're starting the store the. location the story which you're telling. or the people you're dealing with all. three yeah all three unfortunately I. cannot prioritize one over the other. let's say in real in in retail business. uh location is always King uh. if you don't have the right product at. the right place for the right customers. there will be a mismatch either you will. not have enough customers or you will. have not the right product for right. customers that mismatch should be.

avoided so so two raghav's uh second. point. do everything it takes. to get this next step right what you. thought of okay this is how I will I. will get started this is what my product. will look like iterate iterate iterate. iterate I try to make that next step a. big success do not worry about. as raghav said what two stores down the. line story is going to look like what. five stores down the line what hundred. stores you will have to do things. that you will consciously decide not to.

do some time down the line and that's. that's the way it works that is. entrepreneurship for you like you're. selling something more than chai It's. Not Just chai because if it's just a t. it would not pick up it would not be. contagious so what do you think is your. biggest Focus or is your biggest reason. why why everybody loves it or the story. is selling out. so we talked to a lot of our customers. last year.

we were trying to do first ever brand. positioning exercise for Gyros we asked. them what do you feel after. you have. you have consumed. chai snacks whatever our child's and the. answer was that. we feel it's extremely relaxed. that same response from from coffee. places is. we feel elevated in our lives the.

response for our child's is we feel very. relaxed we are very comfortable with Who. We Are. we are unpretentious and this makes us. super relaxed you see people walk into a. child's in their nightwear you see. people walking through tires without. worrying about what will the Lady or the. the gentleman on the next table is going. to think about how am I dressed are they. going to be judging just just that. unpretentiousness that comes leads to.

you being supremely relaxed Plus. the chemicals that that chai contains. the any which ways help your mind. just take the those necessary momentary. breaks that allows you to then bounce. back again. so you are right it's not just chai it's. that it's that happy feeling of being. relaxed so do you guys consciously do.

something to make sure that this feeling. just gets keep elevating what do you do. like so for example uh our our team. would know the names of most regular. customers okay and uh we we tell them. that it's wet it's it's completely okay. if you want to speak in Hindi or if you. want to speak in your Regional language. you don't you don't have to speak in. English. that that just brings a comfort level. and a connect between between the. customer and and and our team the kind. of the kind of. food and snacks that you have at chayos.

they are they are products that. most part of this country relates with. for example our most selling product is. a simple Toasted Bun with butter no. rocket science we all have been eating. bun butter at home we've been eating. bread butter at home that's that's one. of our top selling products our second. most selling product is valapal. an unpretentious as simple as that.

is a product that that I my mom used to. give to me a lot of times in My Lunchbox. Bread Butter that's that's it we we we. just have a version of that in one. bhujia you would not find things. that do not go well with a cup of chai. tutu raghav's Point everything needs to. be in sync to deliver that relaxed. feeling comfort food.

which is contemporary yet. Indian at heart. fancy. products you don't have names of things. that you cannot maybe read or pronounce. all of that contributes to. yeah that relaxed feel why do they keep. coming in have you seen a pattern why do. you feel like brands that end up doing.

consistently good job. with the simple things that they do. you might be doing simple things but if. you do that consistently well at scale. it suddenly becomes a very hard problem. statement it is not easy. for many places. to make you feel relaxed yeah it is not. easy for many places to get your. personalized cup of chai right every.

single time. and at every single location at every. single location right we have now 200. plus stores spread across the country. for you to expect that that consistent. yet personalized out of those 80 000. combinations cup of Chai at those 200. stores is a hard problem statement and. and and and that's where a lot of a lot. of uh focus on tiny tiny things from.

technology uh from training they come. into play uh the kind of the kind of. tech that we have built. around Gyros which is all proprietary. Tech it is possibly the most uh. technologically advanced food and. beverage company globally. and I say globally cautiously yet very. confidently because I'm yet to come. across many brands that are even close. for example I talked about uh chai monks.

doing your cup of chai they are they are. iot Bots that that that make your chai. in two and a half minutes and they. personalize that precise Cup every. single time. regular customers at chios they they. have enrolled in our loyalty program. they've bought our wallets and and there. is facial recognition uh that that just. logs you in instantaneously you don't. need to enter your phone number every. single time you come by the way 92.

percent of our customers enter their. phone number verified with an OTP once. and then just continue to give it our. most regular customers have enrolled. themselves in in this loyalty uh in in. this facial recognition where where it. is just a single click login and. checkout experience you don't need any. otps you don't need to enter your phone. number just like we open up our phones. with face IDs you you log into Childs. with with facial recognition so a lot of.

these tiny tiny things that make you. feel oh this is my place okay is what. goes behind it yeah because the kind of. Technology you're talking about iot both. facial recognition softwares all of. these things right like don't don't. anything like that very expensive for. you to invest in rather than because at. the end of the day you're making a tea. so India May having humans do it at your. store is cheaper than the technology. because you have to build all of that so. don't you think that's better. I think this math has flipped over the.

last few years with continuously. increasing wages in all the states but. that's not why we are motivated to to to. bring in so much Tech in just selling a. cup of chai you know the the kind of. confidence that we have today that uh. that a chai made in Chandigarh or a chai. made in Bangalore or a chai made in. Bombay is going to be exactly the same. that that is what gets the customers to. come back so so the end of the day it is. it is about that high repeat rate which. is which is what brings in the business. we are a very Tech enabled company but.

the customer only given for chayan. exactly that's what I was asking so as. long as the customer gets those two. simple products bang on every time. the customers should not know anything. else the customer does not care about. anything else yeah it is it is. technology. foreign.

[Laughter]. you raise funds at the beginning for all. of this right. what was your conversation like the. first time you told the VC that hey you. know what my child boss. es and how did you convince them because. I mean as far as I understand it's gonna. be it was it would have been a difficult. conversation just to get that idea. across so let me give you an anti-climax.

of an answer okay the first order opened. up uh with personal savings okay no. investor there. the next. five stores opened up with investment. that was put in by family and friends. okay. and everybody just. blindly believed in the idea those. family and friends it was about 25 30 of. them uh they said. Common Sense there was a proof of work.

because because one store was already. working which was done with personal. savings uh it seemed like Common Sense. let's do it yeah and then came our our. first uh. BC which was which was as unexpected as. anything could have been uh we we got. connected by a common friend to to Lee a. tiger and uh and and it was Lee.

who told that friend of ours that oh. I've been coming to Flipkart office for. many many many years I know what chai. means to this country why don't you. introduce me to this this guy and that's. how it was so it was an inbound. yeah so it was inbound not bad yeah. and inbound that too from a person. who does not belong to India.

you both have worked in States and you. both have worked here and obviously. because you are in a business where you. have to deal with customers what have. you seen what's the difference between. customers in U.S and customers in India. like what's the difference how is it. different to sell or build a brand in. India than in U.S Indian consumers today. they are proud to buy Indian staff. Made in India made for India.

it should all be very contemporary you. cannot you cannot continue to do. business or build Brands the way they. were built many many years ago you have. to do it in the most modern way out. there it has to be of global standard. yeah it has to be of global standard. right until unless you are building. something world class it's very easy for. this country to to to just rubbish you. off and I think that's just the right. way to to go about being a consumer if. this is not the best why should I why. should I settle for it so I think that's.

that's that's one clear behavior that. has been demonstrated by this country uh. very proud to buy stuff. do you think like people are now no more. price sensitive or they still are. because the India every study we we read. most of the people saying there's a. price sensitive country the moment you. change prices the moment you give offers. like people love buying it and they they. go from one brand to other brand because. it's not a brand loyal country India so.

you feel this is a. we want value for money that's yeah yeah. that's how I would say it not not just. price but it is it is that what am I. getting for that for that money that I'm. spending value sensitive country let's. just say yeah so so when you when you. are able to provide that value for. example maybe maybe 20 years back and an. idea of child's might have been. Unthinkable that that why would why. would I spend uh 6X or 7x off of you. know what I what I spent for a chai uh.

at a roadside where would I spend that. kind of money but but there's a there's. a growing aspiration amongst customers. today and uh you know the there are the. multiple studies around that uh that in. the next 10 years about 50 percent of. the country is going to be middle class. or upper middle class and there's a. there's a growing aspiration in the. country and and an increasing comfort in. and pride in being Indian and you know. being associated with Indian things. uh in the 90s it was all about Western.

culture it was all about pizzas it was. all about Burgers but but today you know. a customer would come and say that I. would rather have a kadak chai than than. you know. show off that I that I only drink. cappuccino right so uh so I think it's a. it's a it's a very ripe time for for. Indian customers and people people are. appreciating that that if you are able. to deliver more value and more. experience uh we are willing to spend. that extra money for it and do you see. that going do you guys see yourself. going global or certainly yes yeah yeah.

like do you feel because so this was the. question I asked someone else as well. that if you look at American brands. they've built culture yeah right like. fast food was brought in by them I mean. burgers and the McDonald's like built. everything Starbucks built things uh. pizza was never thing now we have Indian. Brands doing pizzas and they're also. killing like a lot of people so India. doesn't have like a global brand yet. do you see that happening with chayo's.

like changing. so funny you bring this world of culture. up because that's how that's how we look. at our job internally we are not just. selling chai. we are here to build chai culture which. is very very very different from a. coffee or a cafe culture out there and. what is chai culture chai culture is is.

being comfortable with one one's own. self. chai culture is. a lot about. taking that taking that moment to slow. down and then bounce back again chai. culture is is all about. real not artificial not fake. chai culture is all about natural chai. culture is all about.

genuinity it is it is it's a totally. different it's a totally different ball. game from what has what what many. different other cultures have have been. built over many many many decades and. that's how we look at our job and that's. why we feel very confident that. maybe the world is also kind of getting. ready or is already ready for this to. adopt this kind of a chai culture and it. is not just. an aspiration that oh we want to become.

a global company because it's fancy to. become Global or or maybe it's it's. additional Revenue opportunity no. if the if the world is not ready for it. we won't be able to do it yeah we. believe the world is ready for it you. guys deal with a lot of customers right. what do you feel is the. three or four things essential in order. to build a brand in India specifically. there is this concept of jobs and tasks.

job is the end goal that you are trying. to achieve okay and and tasks that are. tiny things that contribute to because. then to doing that job just drinking a. cup of chai is is a task it's not the. job okay the job is to be able to be. relaxed for us it was it was a big aha. moment when you were like oh boy that's. why the customer is coming to us so so. earlier we would. till till 2020.

we built the brand on good product good. service good Ambiance and that's it. we said okay let's do these things. fundamentally right we did not really. know anything what's the job that the. customer is trying to do. and when we when we landed at this. articulation of what the customer is. trying to achieve at a child from a. child's experience it was like a big aha. moment.

it's a very good inside that hey you. know what what you want your customers. to do or maybe probably what you want. them whatever they're doing with your. product is a task but at the end of the. day they're trying to achieve some kind. of satisfaction yeah right that can be. relaxation that can be energy books that. can be status show off like whatever. yeah like the job is has to be related. to an emotion yeah let me add one thing. the uh I think. increasingly over last four or five.

years. convenience and accessibility has become. the name of the game okay for the Indian. customer you you look at the you look at. the quick Commerce Brands doing doing 10. minute 15 minute delivery. and you realize that look the these are. use cases and these are categories and. this is demand that is being created. that didn't exist before. so. very simple uh learning from our from. our child delivery business right we.

started off this business in 2015 and it. was based on a very small insight. [Music]. and we used to send we used to send. those Milton thermos flasks and then. someone used to go up and collect it. from that same office. so we so we realized that uh that look. there's clearly a demand coming in from. offices okay uh local office right.

uh never in our wildest dreams that we. thought that you know people would even. order Chai at their homes. today about. 70 70 80 percent of our orders coming. from homes while only 20 come in from. offices. and uh it it's it's just it's it was. just an aha moment for us you know we. just solved for a small customer problem. and then that ended up. really really creating a a new use case. which never existed before so. convenience do you feel customers of.

Indians at least specifically Indian. Society our country. people who pay a premium for convenience. they're very less the probability that. the 5 million people who have their. disposable income who can afford to now. pay for convenience rest of India. doesn't have it don't you feel like that. reduces your Market. or I feel like there are like more than. that like many people would rather pay. for more and more people are joining. that that segment with every passing. month let me say it like that more and.

more number of people are joining that. and the moment. customer starts to factor in the time. the cost of. fuel the cost of waiting uh into their. into their shopping experience or into. any any such experience immediately the. answer ends up being that oh wow we can. we can we should we should be doing this. I believe uh it's a segment that is.

growing and quick Commerce and. convenience LED other ideas are are. things uh are ideas that will only find. more and more success with every passing. year. simply because I think this country is. trying to get the most out of their time. and and. it's it's well documented that India is. a country the Persona of this country is. that of hustlers and aspirants yes so uh.

we are trying to do that much more on. contrary okay so I was a. having a similar kind of conversation. with Kunal Shah okay and he says that in. our country people don't respect time a. lot because they don't know their early. value because we don't get paid hourly. right in States everybody gets they all. know what's their hourly rate they know. how much they make it not that's why. they respect time more because they know. that time I would rather make it than to.

waste it right in India people don't. understand because everybody gets paid. in monthly basis at salary basis to. monthly so that's why people don't pay. for saving time that's why nobody wants. to save time and that's why most of the. convenience businesses don't work in. India you feel the same way I think I. think uh. success of most of these businesses are. are an outcome of a combination of. convenience and a problem being solved I.

think I think both of those are that. much more important and and. see. it's okay to look at. what that segment size is today what is. more important is how fast is this. segment growing and I think to build. business in a segment that's growing. really fast uh makes sense makes sense. and and and we can say it confidently. because what we are doing let's have a.

child delivery as raghav said. it's just an outcome of that my my. parents till date don't sync with this. fact. why is somebody getting child delivered. right but. we are delivering more than. a million chives. a month more than a million a month so. I think these these shifts happen over.

Generations right like look at look at. Maggie it's the classic example of. convenience in in our parents generation. maybe that wouldn't have even been. acceptable but but but for us it was it. was our childhood like it was so that. childhood it was our College Years uh. these these things take time you have. you have to you have to view it over. over maybe decades as opposed to viewing. it over over just a few months yeah but. do you see this change happening in tier. two tier three cities as well or no no. it is certainly happening in tier two. tier three simply because people have a.

lot of disposable income they do not. stay in rented houses they they have. they have much lesser cost of daily uh. livelihood uh and people have that much. more dispose even at let's say a lesser. monthly earning people end up having. more disposable income and people people. are so well read uh because of thanks to. everything being available on a mobile. phone that people are looking forward to. those experiences people are looking.

forward to to to to just try out. something new with with every passing. day people are looking to people are. looking to uh even even uh emitted the. kind of the kind of experiences their. friends are having in larger cities. which is which is which is how things. things evolve this is how brands do you. see that are you guys opening any time. in any other City we've not yet gone to. a tier one city or a tier 2 City simply.

because our business fundamental is that. of depth the more the number of stores. in a city we open the more the customers. come to us chai is an Impulse beverage. you want it when you want it. rarely would people say. s to be in your favorite Mall chaos has. to be close to let's say your office has. to be close to your home child's has to. be let's say if you go to a multiplex if.

you go to a gym Charles has to be very. close to that place. nobody drives for a child. so instead if we let's say if you have. to open a hundred stores it makes. business sense for us to open those 100. stores in six cities that we are in. rather than open it in 20 cities. internally Coca-Cola had this line that. they used to use in India at least. Coca-Cola should be available at an arms. length of Desire.

stall available available. it's an Impulse beverage nobody says let. me know go to XYZ place and have. Coca-Cola it does not work like that. same as for chai it has to be very close. to where you are so the way we. articulate our vision. you should be able to walk to a child's. in five minutes you should be able to. get a child delivered to your home in 10. minutes that's what our vision is so.

that that requires depth yeah it does. not happen with oh we are in 300 cities. and two stores in each City it does not. work like that what do you feel like. how to build a brand because if child. because child has built a crazy brand. right. I think a lot of things that we did were. very counterintuitive to the way that. industry would have solved that problem. okay uh so give an example when we. started out we said you know customers. want their Meri Wali chai which means. four thousand or eight thousand or ten. thousand ways to make your chai.

foreign. we can build this but you know what the. customer actually wants is this maybe. maybe five years after we build this. someone will come along and we'll build. that. and uh you the customer will obviously. go to that go to that proposition which.

is solving their problem which is giving. them the best experience. another small thing like we we we. started off with a 200 mL cup of chai. because we felt that that's the right. size for a customer to to come in and. sit for for half an hour 45 minutes and. you know that's the right amount of chai. a lot of people said that look chai is. always cutting chai is always 90 ml but. today all our customers love that 200 mL. size and and and they're all used to it. so a lot of things which are. counterintuitive which are which are. happening in a different way uh but.

you'll listen to the customer and you. hear their pain point and it's all for. it what is also a very. integral part of building a brand is. making a promise to the customer. and sticking to it. a brand for a consumer. is. the personality of. something that's not really living. that's not in being.

personality of that thing when you look. at some of the most iconic Brands be it. Apple beat Nike beat Coke beard. be gios. everything ends up having a personality. and that personality is built. with just doing. a set of things delivering on your. promise to the customer genuinely over.

and over and over and over again we'll. associate with you a lot of it is also. let's say a story right and I want to. know there's that let's say if I come. here and I'm a customer okay what do you. want me in an ideal situation want me to. spread out out there in the world I. think I want. our customer to walk out and say. is in fact one of the really. powerful messages which I've ever heard.

from about yeah like. everybody wants to say that is. I've not heard anyone saying that I want. my brand story to be yeah. what would you want your employees to go. out and say. what we value most in the culture that. we've created is is ownership. and ownership.

here. I am I'm I'm like an owner of this. organization this is this is my. organization I go out there and say that. I am chayos. that's that's what that's what that's. what I would value personally most about. about a team member going out and and. talking about it the most nice you guys. read about other brands how did you get. to learn about entrepreneurship branding. building all of these things like I'm. not much of a reader he's a hell he's a. hell of operator but like what where do.

you get like this doesn't happen. overnight I'm sure. but I think you will be like anything. so do you learn from people around you. no no certainly Twitter accounts or. podcasts or I don't know movies books. absolutely I think it is super easy for. me to find inspiration and find a clue. from anything from any damn thing uh. what to do what not to do both.

uh is is is uh super easy and uh because. you just all you have to do is be very. receptive. for example uh. we have a very powerful loyalty program. and right now. I'm I'm in that zone that oh this can be. that much more powerful right it is. simply being very receptive that yes I. have something very powerful but it can. be much more powerful all you need to do.

is be receptive open to it yes it can be. that much more powerful I know nothing. about loyalty programs. I heard three things about loyalty. program from somebody and I was like wow. what were those. for example our loyalty program is very. honest simple loyalty program. you come to chayos. every visit you get 10 points every 60. points you get one free cup of chai that. child never expires that child does not.

come with riders you can get the Desi. child green tea a black tea personalize. It Anyway. technically every seventh child is free. every seventh chai is free for you right. and and your this this loyalty of things. right very simple very powerful we we. redeem about 80 90 000 cups of chives.

customers redeem 80 90 000 cups of. chives every month no questions are. simple powerful it does not reward. really loyal customers more. that's a gap. it does not it does not make you feel. special Gap. so it's a very powerful one our. customers love it but we think oh now it. can be that much more powerful I think I. think at least at least for me anybody. doing a better job you might be selling.

apparels you might be selling mobile. phone you might be selling a computer. you might be selling shoes uh. will inspire me is there any brand in. particular which you feel maybe Apple. Starbucks or Coca-Cola whatever is there. any brand which you felt. this brand got this right so that's an. inspiration for me so yeah Coke inspired. us for for that depth proposition to be. available at arm's length of Desire. Apple continues to motivate us on a.

day-to-day on a day-to-day basis what do. you love the most about Apple Simplicity. a couple of good Indian brands that I. think that that I take a lot of. inspiration from uh. cult fit is one of those okay I think. it's really really. like it was an opportunity that was out. there and nobody saw it and they've just. built such a such a good good brand. around Fitness and then you know. encompassed everything around Fitness. and just made it so accessible and so so. easy for people to join and and you know.

get started on their fitness journey so. so cult is cult is one that inspires me. uh lenskart is another one I think again. commodity product made it fashionable uh. today people look at look at changing. spectacles every every three months yeah. which you know earlier it was like yeah. so so like brands that have been able to. create a fundamental change in how. people view that category those are. those are very interesting. to that list yeah.

uh again a super unorganized Market. every Market had their own top Jeweler. our parents would go to the same Jeweler. for decades uh. but the reality of jewelry buying is uh. if you are not let's say aware about. this particular Jeweler being as honest. as you would want them to be it's a it's. a it's a nightmare of an experience I'm. going to invest so much money how do I.

be how am I so sure that this is really. 22 karat gold that I'm going to get my. jewelry made out of this diamond is even. as genuine as this this gentleman the. salesman is making it look like Tata. group value of trust when that got. translated to jewelry. with that entire contemporary shopping. experience those those those jewelry. stores don't look like old school. jewelry stores that look like modern. jewelry stores and I think just the. amalgamation of that it was it was out.

there like lying as an opportunity for. everybody to grab but Tata ended up. grabbing it and doing a fabulous job at. that so tanishq is a brand that really. inspires me a lot where do you feel is. the next big opportunity in India I. think there's a lot of work that's going. to happen in health and health. technology. mm-hmm Healthcare yeah health health. Tech more more than just just solving. for say how do I book an appointment or. how do I do that that's that's not.

really what I mean I mean you know. building building technology which which. can I also feel like in healthcare. there's no one go-to brand yeah. Across the Nation like. like let's say we have. for example. like gios for Jai which is building. cultivate for gyms for healthcare. there's no like one go-to brand. perfect thanks a lot for doing this guys.

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