Loob Holding Sdn Bhd has signed a master franchise deal with leading Indian Quick Service Restaurant (QSR) operator Devyani International Limited (DIL) to introduce Tealive into India.
The top regional lifestyle tea brand is now entering one of the world’s largest consumer markets, following its successful penetration of the United Arab Emirates (UAE) in October last year. DIL is India’s largest franchisee for Yum! Brands, operating KFC and Pizza Hut outlets, and the exclusive franchisee for Costa Coffee cafes in the country. In addition, DIL has its own home grown brands, including Vaango, a popular South Indian vegetarian food destination, and The Food Street, a food court concept featuring multiple cuisines under one roof. DIL operates more than 2,000 stores across brands in India, Thailand, Nigeria and Nepal.
Loob Holding founder and CEO Bryan Loo expressed confidence that DIL’s expansive network and F&B expertise would provide a solid foundation for Tealive to grow in India.
“Together with our partner, Tealive will bring our innovative lifestyle tea culture to the land of chai. Our partner knows the local market well and we’re planning significant presence in India, beginning with outlets in the major cities this year,” he said.
India presents a huge market potential for lifestyle tea amongst the young population. This gives Tealive a strategic advantage with its strong branding and Southeast Asian appeal. While India’s tea scene is populated by local brands and individual stores, Tealive’s diverse menu and innovative offerings will cater to evolving consumer preferences.
Mr. Ravi Jaipuria, Non-Executive Chairman, Devyani International Limited, said: “We are delighted to introduce Tealive, a strong Asian brand, into India, known to have a rich tradition of chai culture. Tealive’s diverse lifestyle tea offerings perfectly align with India’s young and evolving consumer, who are increasingly drawn towards newer categories. Together, we are set to redefine and transform tea experience in the vibrant Indian market.”
Loo emphasised that Tealive would continue its current regional strategy of starting small and scaling up fast with the right market conditions. “With our partners’ local knowledge, industry experience, and extensive reach, we are well-positioned to rapidly expand and promote our unique lifestyle tea culture across India,” he said.
