Rajshree Upadhyaya | Jaipur | Business Remedies | April 09 , 2025 | In a country where tea isn’t just a beverage but an emotion, Nitin Saluja saw an opportunity that was most overlooked. As an IIT Bombay graduate and co-founder of Think Labs, a successful robotics education startup, Nitin was no stranger to building ideas into businesses. But during his time in Houston, what he truly missed wasn’t a corporate thrill, it was a good cup of chai. The chai was brewed fresh with adrak or elaichi, just the way he liked it. That simple craving sparked the idea of Chaayos.
Returning to India in 2010, Nitin shared this vision with Raghav Verma, an IIT Delhi alumnus with a knack for marketing. Together, they realized that while India consumed nearly 30 cups of tea for every cup of coffee, cafés were largely coffee-centric. Tea remained an unorganized roadside affair. There was a void, and they decided to fill it. The idea was simple yet ambitious, create a space where every Indian could enjoy “meri wali chai,” a personalized cup just the way they liked it.
In November 2012, they launched the first Chaayos outlet in Gurugram. With over 25 varieties and thousands of combinations, the brand brought a café experience rooted in tradition but presented with a modern twist. The interiors were quirky and familiar, cutting chai glasses as lamps, kettles hanging from the ceiling, and walls filled with conversations that made you smile. But beyond design, it was the emotional familiarity of chai, paired with a tech-backed consistency, that won hearts.
At the heart of Chaayos was not just nostalgia but innovation. The company introduced “Chai Monks,” smart bots that brewed every cup with precision, ensuring that no two orders felt the same yet tasted exactly right. The tech didn’t stop at the counter. A dedicated mobile app allowed users to customize their orders, track loyalty points, and reorder with a tap. This blend of tradition and technology gave Chaayos a unique edge.
The journey wasn’t without challenges. Scaling a tea café in a country that loved its roadside tapris wasn’t easy. Yet Chaayos grew steadily, opening outlets across Delhi, Mumbai, Bengaluru, and beyond. Some stores even crossed annual revenues of over Rs. 1 crore. Their success caught investors’ attention early on. From initial funding by Tiger Global to a $53 million Series C led by Alpha Wave Ventures, the brand steadily gained financial backing. By 2023, Chaayos was valued at over $225 million, with a repeat customer rate of 42 percent, a number most F&B brands dream of.
The pandemic tested their resilience, but their strong digital foundation helped them pivot to deliveries without losing steam. Half of Chaayos’s revenue now comes from online orders and packaged blends. Yet, challenges remain. Despite growing revenue, from Rs. 54 crore in FY21 to Rs. 239 crore in FY23, the brand is yet to turn profitable. Rising operational costs and fierce competition from chains like Chai Point and Chai Sutta Bar keep the pressure high.
Still, Chaayos isn’t just selling tea. It’s selling comfort, familiarity, and the promise of a perfect cup made your way. From a late-night craving in Houston to a pan-India café chain, Nitin Saluja’s vision has become a movement. And as Chaayos continues to brew its future, it stays rooted in the idea that chai, when made just right, can be more than a drink, it can be an experience.
Written & Edited By:
Rajshree Upadhyaya
