Nitin Saluja

Nitin Saluja is an Indian entrepreneur and the co-founder and CEO of Chaayos, a rapidly growing tea café chain that has revolutionized the way Indians consume tea. By blending tradition with modern café culture and personalization, he has built Chaayos into a beloved brand across urban India.

Nitin Saluja
Born	India
Nationality	Indian
Alma mater	Indian Institute of Technology (IIT) Bombay
Occupation	Entrepreneur
Known for	Founder of Chaayos

Early Life and Education

Nitin Saluja completed his engineering degree from the prestigious Indian Institute of Technology (IIT) Bombay. While at IIT, he developed a strong interest in business innovation, analytics, and consumer behavior. His early career began at Opera Solutions, a global consulting firm, where he gained experience in data science and strategic business planning.

The Birth of Chaayos

In 2012, Nitin Saluja, along with Raghav Verma, founded Chaayos to redefine India’s tea culture. While coffee cafés were booming in India, tea—the country’s most consumed beverage—was yet to get a modern, premium platform.

Chaayos introduced the concept of "Meri Wali Chai", allowing customers to personalize their tea with over 80,000 combinations. The idea was an instant hit, appealing to tea lovers who desired both authenticity and convenience.

The first café in Gurugram laid the foundation for rapid expansion across major Indian cities.

Innovations and Business Model

Under Nitin Saluja’s leadership, Chaayos became a tech-driven food and beverage brand. Key innovations include:

• AI-Powered Customer Memory: Personalized recommendations based on user history.
• IoT-Based Tea Brewers (Chai Monks): Ensuring consistency and quality in every cup.
• Delivery and Packaging: High-quality, spill-proof packaging for takeaway and home delivery.
• Retail Offerings: Launch of packaged teas such as Masala Chai and Tulsi Green Tea across e-commerce platforms.

The seamless blend of tradition and technology helped Chaayos stand out in a crowded F&B space.

Growth and Funding

From a single outlet in 2012, Chaayos has expanded to over 200 locations across India. It has received funding from global investors including:

• Tiger Global Management
• Elevation Capital
• Think Investments

These investments have fueled its technological advancements and pan-India growth strategy.

Challenges and Resilience

Launching a tea café brand in a market dominated by roadside stalls and traditional chaiwalas posed unique challenges. Convincing consumers to pay a premium for tea required innovation in both experience and product delivery.

During the COVID-19 pandemic, Chaayos adapted quickly by:

• Introducing contactless ordering
• Ensuring safety through enhanced sanitization
• Expanding delivery and packaged offerings

Saluja’s focus on innovation and operational agility helped the brand sustain and grow through market disruptions.

Vision and Future Plans

Nitin Saluja envisions Chaayos as India’s largest and most loved tea brand. Plans for the future include:

• Expansion into Tier 2 and Tier 3 cities
• Global foray into Indian diaspora markets
• Introduction of new tea-based wellness products

His commitment to celebrating chai culture while leveraging cutting-edge technology positions Chaayos at the forefront of modern Indian beverages.

Conclusion

Nitin Saluja’s journey is one of vision, innovation, and cultural connection. By founding Chaayos, he turned a humble beverage into a lifestyle experience, giving chai the same status that coffee enjoys globally. As Chaayos continues to expand, Saluja remains a trailblazer in India’s food and beverage entrepreneurship landscape.