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From UPSC Prep To Chai Sutta Bar
Brut India
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4/18/2025
He quit preparing for UPSC exams to sell tea. Today, that one shop has grown into franchises across India and abroad. Anubhav Dubey spoke to Brut about how he went from wannabe IAS officer to entrepreneur.
Thanks to Chai Sutta Bar!
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00:00
I quit UPSC examination to sell chai.
00:21
Who doesn't like a red light?
00:23
Who doesn't like Jalwa and Rasukh?
00:26
I wanted to be an entrepreneur
00:29
and an IAS officer too.
00:45
Just booked a ticket and
00:48
picked up all my stuff, didn't think much
00:50
and came straight to Indore.
00:52
What?
00:53
It's hot.
00:58
Chai is the highest consumable beverages on
01:00
planet earth after water.
01:01
So we knew it was a potential market.
01:03
We started with chai.
01:04
We chose chai.
01:14
There were so many students.
01:16
We knew we could target students well.
01:18
We were students then.
01:21
They wanted to know where we wanted to sit
01:24
and what vibe we wanted to match.
01:29
Chai was our favourite.
01:31
We kept sutta because it was catchy.
01:34
We didn't have sutta or alcohol.
01:36
People used to drink chai.
01:46
We used to run out of tea.
01:52
We used to run out of tea.
01:58
Our first marketing strategy was
02:00
to open near the girls hostel.
02:02
Because girls would come
02:04
and boys would come.
02:06
We wanted to get people to recall
02:08
chai and sutta.
02:10
We used to talk to each other
02:12
in the crowd.
02:14
We used to say chai and sutta
02:16
are popular.
02:17
We called our friends there.
02:19
We used to give them chai for free.
02:21
People used to wonder
02:23
what we were selling.
02:29
We used to give them coolers.
02:31
We used to give them a place to sit.
02:34
Good music, good staff,
02:36
well-dressed, hygiene.
02:38
We started with 7 rupees
02:39
and gave so much for chai.
02:49
Chai is the basic necessity.
02:51
The price of chai should not
02:53
be more than 10 rupees.
03:03
Most of the people who work with us
03:05
in the outlets
03:07
are either orphan, disabled
03:08
or very economically poor.
03:10
In the third or fourth shop,
03:12
my father found out about the business.
03:14
I told my father that I am a relative.
03:16
He was jealous.
03:17
He said,
03:18
your son is selling chai
03:20
to study.
03:40
Okay, start it right now, bhaago, ghero chalega, comment mistakes, agar mistakes ho rahi hain
04:04
chalega na koi dikhat nahi hain.
04:10
Okay, start it right now, bhaago, ghero chalega, comment mistakes, agar mistakes ho rahi hain.
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