Why India Is Falling Back In Love With Chai

India consumes more than 1.1 million tonnes of tea annually — but the way we drink it is changing. The chai stall isn't dying; it's getting upgraded.

The hybrid consumer

Today's chai drinker wants the warmth of a roadside kulhad with the hygiene and consistency of a branded cafe. That's exactly the gap brands like INKOTEA are built to close.

Three forces driving the shift

1. Urban migration — first-generation city dwellers crave familiar tastes in unfamiliar cities.
2. Cafe culture maturation — Gen Z is comfortable spending ₹100+ on a beverage if the experience feels authentic.
3. Health-positioning — masala chai is now seen as a wellness ritual, not just a drink.

"Chai isn't a category. It's a mood." — INKOTEA founder Srinivas P. Mahendra

The next decade of Indian F&B belongs to brands that respect both the feeling of chai and the discipline of modern retail.