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Super Chai currently operates 16 stores across Delhi NCR | Photo credit: Super Chai|Facebook
New Delhi-based tea chain Super Chai is seeking to take a share of India’s fast-growing branded coffee shop market with the launch of Super Coffee in September 2024.
Founded in 2020, Super Chai currently operates 16 stores across Delhi NCR. Its co-founders Saurabh Sharma and Vaibhav Khanna said they have identified a gap in the Indian market for a value-focused coffee chain and will offer beverages between Rs 80 ($0.96) and Rs 200 ($2.39).
“There is a significant market of Gen Z consumers for coffee priced between Rs 80 and Rs 200, with very few coffee brands currently serving this segment,” Khanna said.
With pricing starting from Rs 80 (0.96), Super Chai will compete with India’s value-focused coffee fast-growing value-focused coffee chains Nothing Before Coffee (NBC) and abCoffee, which operate 64 and 50 stores respectively.
Jaipur-based NBC’s beverages start from Rs 98 ($1.17) and are capped at Rs 210 ($2.51). Mumbai-based abCoffee serves single espressos for Rs 77 ($0.92), with all other coffee beverages priced between Rs 87 ($1.04) and Rs 177 ($2.12).
Super Chai, which plans to open at least 25 Super Coffee stores by April 2025 at shopping centres and retail districts in Delhi, Gujarat and Maharashtra, has a longer-term goal to reach 100 sites by the end of 2026.
The planned launch comes after fellow domestic tea chain Chai Sutta Bar launched its own premium coffee shop concept, Kaffee-La', at Indore’s Malhar Mega Mall in March 2024. The Madhya Pradesh-based business operates over 550 tea shops in India and plans to franchise Kaffee-La' to drive outlet growth, with two further sites set to open in Jalandhar and Delhi later this year.
