Chai Point enters Amritsar; opens outlet at Town Hall Complex

nch is in line with Chai Point’s retail expansion strategy of opening 100 more stores in the next 12-18 months and bringing an elevated Chai experience to a larger consumer base.
  • Nusra Deputy Features Editor
Chai Point

One of the largest Chai-led beverage platform, Chai Point has entered Amritsar by opening its store at the iconic Town Hall Complex near The Golden Temple.

The launch is in line with Chai Point’s retail expansion strategy of opening 100 more stores in the next 12-18 months and bringing an elevated Chai experience to a larger consumer base by leveraging the software and hardware capabilities of its myChai™ brewing system.

“We are excited to bring the Chai Point experience to a city known for its exceptional food culture. With our innovation backed myChai™ brewing systems and a wide array of food offerings, we are looking forward to delighting our customers in Amritsar with an elevated Chai led experience,” shared Amuleek Singh Bijral, Co-founder & CEO, Chai Point.

Chai Point is present in India through its retail network of 180 stores across 9 major cities and in over 3500 workplace community hubs covering 43 cities through its specialised brewing systems.

Over the past month, the company has opened 18 stores with a strong presence in major cities including Bangalore, Hyderabad, Pune, Mumbai and NCR.

The brand serves over 700,000 cups every day and fulfilled 100 million cups delivery over the past year through its cloud kitchens and delivery networks using their innovative heat retaining Chai flasks which were launched in 2016. Chai Point is the first company in India to launch environment-friendly heat retaining Chai flasks that can keep the chai, coffee hot for upto 2 hours. With its packaged goods range, Chai Point has served over 8,300 pin codes in India.

Chai Point Amritsar is a large format store offering both indoor and outdoor seating. The premium store design and experience comprises a contemporary environment inside a historic building with careful attention given to its scale and original texture.

“While staying true to the building's typology of the space, we paid homage to the building's former stature by using materials and furniture that are relevant to the times when it was still an active palace, a time when artisans and royalty walked the halls of this massive palace. Therefore, we found a blend of contemporary and vernacular look and a tactile mix of materials in natural finishes that bear traces of craftsmanship and serve as an appropriate base for the design. As a showcase of our multi-layered approach to design, the original walls of the building were contrasted with massive wooden panelling that frames the space at sill level,” added Bijral.

The furniture for the Amritsar store is custom designed in Jodhpur with emphasis given to raw materials in special finishings that highlight the background of the space. The indoor - outdoor relationship is maintained by applying similar design ideas and material choices to the partition museum's outdoor terrace with cast iron tables and wooden benches circulating around planters.

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