Recently I had an opportunity interacting with the TAPRI CHAIWALAS* at Nagpur. The occasion was launch of AMRIK MILK. A milk brand with higher fat content that delays blackening and retains taste of the tea, which is almost continuously boiled at these shops
One of the 650 odd tea vendor mostly Chai Tapri walas, an elderly Muslim** who uses 200-300 litre of milk every day asked a simple question ‘ What is the tea Brand that Dinshaws Dairy Products recommend to use with its milk’.
This was something that was out of the brief. Let me honestly say, we had so much concentrated on milk that we never anticipated such a brilliant question.
In my address I tried covering up. I sincerely believed in what I say. I respect their business acumen and it was foolish to try teaching business process and strategies to businessmen at ground level. That it was immaterial what the tea they wanted to sell or what Dinshaws recommends, what was important was the tea their customer wants to consume.
Our research had indicated few things and that was validated in the vox-pop (yes, we did that even at this age) created by MYFM Raipur*** for the launch. People have preferred teashops. Even when they get down from office and there are few teashops, they will most likely to prefer one of them.
The surprising thing was tea being is consumed for more reasons than just the taste. Though one cannot discount the value and importance of taste, more important was the service, attitude, and behaviour of the tea owner. The interaction customer had with the TapirChaiwala and the interaction with their friends and colleague. Tea at times is just an excuse to get out of office work, relax and even think over a problem. You will also find Paan walaand cigarette wala next to them. These things go hand in hand.
Back to the point, though we were not in a position of risk recommending any specific tea brand or blend for the Tapir Chaiwala’s, it reminded me of past activities by some of the brands.
Many decade back, Dalda used highway Dhabba wala’s and restaurants to their advantage. They branded them with a simple message. Food here is cooked in Brand X Dalda or Brand X deshi Ghee. And it did work.
Now we see branded tea lounges coming up in cities. The branded Vada pao’s have been in existence from long time. It gives rise to a simple question
Is there a possibility for GOOD BRANDED CHAI KI TAPRI in cities?
Where you get 2-3 types of tea, branded by a tea brand & maybe milk brand.
Is there a future for a mother brand and a franchise operation in this?
Is there a possibility then for the tea in offices to come in branded flasks?
Is there a possibility of creating of a Tapri Wali Chai Brand?
And why have some of the tea brands not really jumped on this opportunity.
Are they not addressing it due to primarily make audience?
Remember, the acid test for a housewife is the approval of the morning cup of tea by the family and the head of the house.
Many questions that are waiting for answers.
* Tapri Chaiwala– The make shift teashops you find on roadsides. **Religion is immaterial but is used to acknowledge and respect his question. *** Thanks to the team at MYFM Raipur- the way they worked and made things possible
First published in Marketingbuzzar.com
