In a country where chai is more than just a drink — it’s a ritual, an emotion, and a way of life — one man turned a humble home-brewed beverage into a multi-million cup empire.
Nitin Saluja, founder of Chaayos, is now serving a staggering 1 lakh cups of chai every day — and he’s not stopping anytime soon.
In a candid conversation on the second season of Rockford Circle, Saluja spilled the tea on his entrepreneurial journey, revealing how he redefined the chai-drinking experience for millions of Indians.
From an IIT graduate to a supply chain consultant in the US, Saluja’s journey took an unexpected turn when he realized that entrepreneurship was his true calling. Despite early setbacks — including failed ventures like a Home Depot-inspired brand in India and a waste management startup, both discouraged by his father — Nitin found his path with a single, powerful realization: Chai lovers in India had limited options — either a tapri or homemade tea.
This moment of clarity, during his time in Houston, became the spark for Chaayos. Nitin and his wife recognized the emotional bond Indians have with chai. They decided to give chai a place outside the home — a café where every cup is tailored to personal taste.
With a borrowed iPad, Nitin interviewed over 300 people in Cyber City, Gurgaon, to decode chai preferences and understood that chai drinkers don’t just want tea — they want their tea. Chaayos was born out of this insight, transforming chai from a home-brewed staple to a premium, personalized café experience.
But building Chaayos wasn’t easy. Nitin didn’t just create the concept; he worked 8 AM to 11 PM shifts, running the counters, managing staff, cleaning tables, and perfecting the brew. The man who wanted to redefine chai in India didn’t take shortcuts — he took ownership of every cup.
Today, Chaayos serves a mind-blowing 1 lakh cups daily, carving a niche in a crowded F&B market by combining the emotional power of chai with the sophistication of a modern café. But it wasn’t just Nitin’s dedication — his wife, who worked for free in the early years, is still a major shareholder and jokes about being “underpaid.”
Despite the overwhelming success, Saluja stays grounded with one core principle: “If I wouldn’t serve it to my daughter, it doesn’t belong on the menu.” His philosophy is simple — do the right thing first, and success will follow.
For Nitin, the journey has been one of resilience and learning. “Mistakes are stepping stones, not setbacks,” he says. His life mantra? “Life is too long, the world is too small — so be nice to people around you.”
Saluja’s journey from a chai enthusiast to an entrepreneurial icon is proof that passion, perseverance, and staying true to your audience can lead to success on a national scale.