Tata Cha is Tata Global Beverages' foray into the exploding market for 'out of home' food and beverage consumption. Icarus formulated the Service Design Strategy and Brand Strategy to help roll out the first pilot in Bangalore. We helped define every aspect of the service to define a Service Experience and Proposition that is dramatically different from coffee experiences and firmly rooted in the Chai cultures of India. Icarus will help TGBL run a targeted set of pilots prior to a nation wide launch.
Tata Global Beverages is the second largest Tea company in the world. Its brands are present in over 40 countries and 300 million servings of its products are consumed everyday around the world.