The Melody of Literature in the Symphony of Chai

The Pink City of Jaipur gets immersed in a waft of aromas of Freshly Brewed Chai from Chai Point at The Zee Jaipur Literature Festival 2018

By Amuleek Singh Bijral

Here is a freshly brewed story from Jaipur Literature Fest 2018.

Chai Pe Charcha acquired a whole new dimension at the Jaipur Lit Fest this year. Chai Point, India’s largest organized Chai retailer became associated with Jaipur Literature Festival 2018 for the first time. The Lit Fest, described as, the ‘greatest literary show on Earth’ and the ‘Kumbh of literature’, saw greatest authors, poets, musicians and composers descend from across the globe to be a part of the 5 day Festival at the Diggy Palace in Jaipur.

Amongst Books, conversations and discussions the humble Chai from Chai Point gained center stage, with people thronging the stall as much as 5 to 7 times a day to get refueled and re-charged with either the stunning Adrak wali chai or the specialty Masala Chai. The biggest admiration came from the locals of Jaipur who are Chai Lovers to the core. They were pleasantly surprised with Chai Point making the journey all the way from Delhi to serve the audience a great cup of freshly brewed chai.

Attended by over three and a half lakh people, the Jaipur Lit fest seemed consumed by freshly brewed and authentic cups of chai served by us. The likes of Kiran Majumdar Shaw, Shashi Tharoor, Anurag Kashyap, Nawaazuddin Siddiqui, Sharmila Tagore, Allen Rosling and Vir Sanghvi enjoyed the company of our chai and literary minds present at the Fest.

With Over 15,000 cups of Chai sold in 5 days, we were present at multiple venues at the Lit Fest – the Charbagh and Mughal tent with an average of 15 cups per stall per minute.

It was our first outing at the most celebrated Lit Fest in the country and we couldn’t have dreamed of a better debut. To be accepted by crème de la crème of the literary world in the presence of 9 competing brands and center stage of an entrepreneurship session headed by Alan Rosling, an entrepreneur and strategic advisor.

The star products were ‘Adrak Chai’ and ‘Imli Jaljeera’ Iced tea, handcrafted for Jaipur Lit Fest. We wanted to bring the Chai Point experience alive for our consumers and that’s why we worked with the local partners so that the food served with Chai was freshly prepared and not transported from Delhi as we don’t have a store presence in Jaipur. We specially catered Paneer Khurchan Kulcha and its combination with Adrak Chai became a huge hit. Our star moment was seeing everyone holding our customary yellow cup, it felt like a validation of our Chai Point brand.


From left to right,

 Mrs. Kiran Mazumdar shaw, Chairman Bio Con, Mr Sanjoy Ghosh, director of teamwork arts (JLF), Allan Rosling, author and writer and Mr. Vir Sanghvi, Editor and FNB columnist


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