It’s a small tea kiosk, that might be simply misplaced among the many litter of outlets on Madurai’s busy West Masi Road. However within the final 5 years, it carved a distinct segment for itself, not solely by promoting its personal model of tea referred to as the RS Pathy Nilgiri Tea, but additionally by promoting it in edible, chocolate-flavoured biscuit cups.
Ever for the reason that idea was launched on June 15, the store has been promoting a minimal of 500 cups a day. “Had it not been for the lockdown, we’d have seen many more folks crowding the store,” says Vivek Sabaapathy, a fourth-generation member of the enterprise household. It was his thought to introduce tea in an edible cup. However Sabaapathy will not be alone: the cups, made by Hyderabad-based Edco India, are additionally fashionable with milkshake sellers and others in several cities.
“We’re the one producers of this progressive product in India,” says Rohan Pamnani, MD of Edco India. He soft-launched the teacups 9 months in the past with a milkshake firm as a trial. By the point Sabaapathy approached him for the product for use for a sizzling beverage, COVID occurred.
“The pandemic has put brakes, however we at the moment are engaged on introducing more flavours and in addition rising the shelf lifetime of the edible teacups past 10 weeks,” says Pamnani.
So, how does it style?
The cup tastes like a cross between an ice cream cone and a chocolate biscuit and holds 60ml of sizzling tea for about 10 minutes. That’s roughly the common time folks take to complete the tea earlier than turning to the cup, which turns soggy on the within and has that very acquainted style of a biscuit dipped in tea.
At ₹20 every, the cuppa has already earned a fan following in Madurai.
“Persons are discovering it secure, hygienic and somewhat more filling than the common cup of tea, and are additionally blissful about its zero-waste worth,” explains Sabaapathy, who had spent a yr looking for one thing appropriate to serve his model of tea in, following the State Authorities’s ban on plastic in January 2019.
Within the first consignment that arrived, he suffered 50% breakage in transportation and each Pamnani and Sabaapathy learnt their classes quick.
“We’re getting them in sealed packets of six every which can be positioned safely in recyclable crates (just like egg crates),” says Sabaapathy, who can be tying up now as a stockist for Tamil Nadu.
The lockdown has delayed deliveries, however the breakage has now been lowered to lower than 20% with improvised packaging, he says, and in addition hopes to get a number of flavours of the biscuit cup quickly.