Avinash Choudhary on how digital is transforming Chaayos’ business
Founded in 2012, tea cafe chain Chaayos is the brainchild of IITians Nitin Saluja and Raghav Verma. Embracing the tagline “Experiments with Tea”, Chaayos has been revolutionising the traditional chai experience. The company posted Rs 237 crore revenue in FY2023, as per media reports.
In keeping with its experimentations, Chaayos, which is backed by Tiger Global, is introducing an element of premiumisation at select outlets – be it in terms of its menu or presentation.
In conversation with Adgully, Avinash Choudhary, Head of Marketing, Chaayos, shares his insights on the factors that are driving the digital marketing landscape.
Key digital trends
Speaking on the key digital trends impacting today’s business ecosystem, Choudhary pointed out that digitalization has positively transformed our lives. Citing an example, he said, “For instance, AI has significantly impacted our business operations. Previously, we spent over Rs 3 million on producing video assets, such as photo shoots and advertisements. However, with the assistance of generative AI, we can now handle these tasks in-house, eliminating the need for external rentals. Consequently, our expenses have decreased from Rs 3 million to just half a million. You can witness this transformation by perusing our Instagram feeds.”
Continuing further, Choudhary noted that consumers, too, are swiftly embracing technology. If brands provide innovative tech solutions that enhance consumers’ daily lives, it garners appreciation. “At all our outlets, consumers can easily place orders, customize their ‘chai’ to their preferences, and have their orders delivered to their seats within 5 to 10 minutes. Our technology also enables them to provide quick feedback. It’s a simple yet effective tech adaptation aimed at delighting our consumers,” he added.
Future-proofing businesses
Choudhary stressed that a marketer must keep pace with the times and adapt to technology swiftly to engage consumers effectively. Nowadays, consumers are constantly scrolling through their mobile devices, so digital presence is essential for visibility. “Consumers don’t decide early in the morning to use a particular soap or have tea at Chaayos; these decisions often arise while they’re scrolling through their phones or encountering digital ads. It is crucial to be digitally omnipresent to capture their attention,” he maintained.
These are edited excerpts. For the complete interview, please watch below:
Share
Facebook
YouTube
Tweet
Twitter
LinkedIn