Kulhar Chai

Chai Piyo, Break Karo

With stress becoming the norm, there is an increasing need to incorporate “a break” from the demands of the day. Promoting this “break” is Kulhar Chai which is positioned as an experiential brand that uses eco friendly kulhars and serves, hygienic, freshly brewed chai.

The kulhars are made by local ‘Khumbars’, giving much needed business to the local potters and creating opportunities in the rural regions. The brand also promotes local women entrepreneurs, and enables those who make tasty and local dishes to use the outlets to sell their wares. These freshly made local delicacies are a great accompaniment to the chai. It is
chai-nashta at its best.

The chai is available in two varieties, the standard Kulhar Chai and the Kulhar Kesari Chai. Kulhar Chai is a mass-market brand that is positioned as an affordable and enjoyable ‘break’ for the common man. It is an “adda” for the thirsty and hungry seeking a quick break, and it is promoted as a ritualistic habit.

One of the things that Kulhar Chai fans do, is to have the chai in the Kulhar, and break the Kulhar when they are done. It is an act that signifies the end of the break, and the breaking of the routine, that brought them to the outlet in the first place. As the slogan says, Chai Piyo, Break Karo!