From UPSC Prep To Chai Sutta Bar

Brut India

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!

Transcript

00:00I quit UPSC examination to sell chai.

00:21Who doesn't like a red light?

00:23Who doesn't like Jalwa and Rasukh?

00:26I wanted to be an entrepreneur

00:29and an IAS officer too.

00:45Just booked a ticket and

00:48picked up all my stuff, didn't think much

00:50and came straight to Indore.

00:52What?

00:53It's hot.

00:58Chai is the highest consumable beverages on

01:00planet earth after water.

01:01So we knew it was a potential market.

01:03We started with chai.

01:04We chose chai.

01:14There were so many students.

01:16We knew we could target students well.

01:18We were students then.

01:21They wanted to know where we wanted to sit

01:24and what vibe we wanted to match.

01:29Chai was our favourite.

01:31We kept sutta because it was catchy.

01:34We didn't have sutta or alcohol.

01:36People used to drink chai.

01:46We used to run out of tea.

01:52We used to run out of tea.

01:58Our first marketing strategy was

02:00to open near the girls hostel.

02:02Because girls would come

02:04and boys would come.

02:06We wanted to get people to recall

02:08chai and sutta.

02:10We used to talk to each other

02:12in the crowd.

02:14We used to say chai and sutta

02:16are popular.

02:17We called our friends there.

02:19We used to give them chai for free.

02:21People used to wonder

02:23what we were selling.

02:29We used to give them coolers.

02:31We used to give them a place to sit.

02:34Good music, good staff,

02:36well-dressed, hygiene.

02:38We started with 7 rupees

02:39and gave so much for chai.

02:49Chai is the basic necessity.

02:51The price of chai should not

02:53be more than 10 rupees.

03:03Most of the people who work with us

03:05in the outlets

03:07are either orphan, disabled

03:08or very economically poor.

03:10In the third or fourth shop,

03:12my father found out about the business.

03:14I told my father that I am a relative.

03:16He was jealous.

03:17He said,

03:18your son is selling chai

03:20to study.

03:40Okay, start it right now, bhaago, ghero chalega, comment mistakes, agar mistakes ho rahi hain

04:04chalega na koi dikhat nahi hain.

04:10Okay, start it right now, bhaago, ghero chalega, comment mistakes, agar mistakes ho rahi hain.

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