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The journey of Brewhouse

The journey of Brewhouse
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Delhi-based Tea Brewing Co., which manufactures brewed iced tea, has tied up with cafes,
restaurants and hotels, and is now planning a pan-India presence. Siddharth Jain, Founder
and CEO, BrewHouse Tea Brewing Co., shares the company’s journey so far and plans ahead.
 
By RN Bureau

The journey of Brewhouse
Launched in 2017, Brewhouse is the brainchild of Siddharth Jain, a management graduate from
Indian Institute of Management (IIM) Calcutta. Talking about the journey, Jain, says, “The response, since we launched in November 2017, has been fantastic and very encouraging.” The
company is present in over 6000 points-of-sales and surging towards the 10,000 mark. “We
have been able to get into airports in key cities, marquee QSRs such as Burger Singh, movie
theatres like Inox and Carnival and many other Hotels, Restaurants, and Cafes. Also, our repeat
purchases from some of our online partners over 50%. So, there’s a lot to look forward to.”
BrewHouse is available in both, GT as well as MT format stores. “In MT, we are present in over
500 stores such as Foodhall, Godrej Nature’s Basket and in GT we are present in over 5,000
stores, largely comprising of category A+ & A stores that are spread across all metros and most
Tier 1 cities,” he mentions.
 
Changing consumer
If you see globally, India is an anomaly in with respect to the consumption of ice tea. In most
countries around the world, ice tea consumption is a big component of the total tea industry,
whereas in India it’s probably less than 0.1-0.2%.  The key driver to unlocking this potential is
changing consumer preferences; consumers now want healthier alternatives to sugary drinks
and juices, they want lesser or no milk in their teas, they are conscious about choosing drinks
that are organic and sustainably grown and also are willing to try new drinks. “We’ve noticed
that the younger demographics love our ice teas and parents are comfortable with their
children consuming our ice tea and some of the hardline tea drinkers are also receptive to
trying our products,” he mentions.
 
Packaging matters
The packaging is very important and integral to the brand. It communicates the brand’s
philosophy and values. “Recently, we went through an extensive consumer listening exercise
across point-of-sales and received some great feedback. The new identity helps us stand out on
the shelves, especially when we have limited marketing resources. Because the packaging is
attractive, it induces trials, it helps us build a rapport with consumers. We are also launching
more affordable and durable packaging variants that will help us and our partner with

operational challenges and bring down the price points so that a lot more people can enjoy
BrewHouse,” Jain states.
 
Increasing brand visibility
Jain further says that events and co-branding partnerships across the country have been very
potent for us. They allow us to interact with consumers directly, drive trials far more effectively
and also receive immediate feedback. Also, we are exploring social media avenues too.
 
Going forward
The company has a three-prong approach to maximize our growth. “We are expanding into more
Tier-1 and Tier-2 located stores to increase our presence. We are launching more affordable
packaging options that will not only bring the price point down for more people to enjoy
BrewHouse but also enable us to get into vending machines, airlines, institutions and other
organizations. Finally, we are looking to expand the current range of ice teas with more flavors
and the portfolio as a whole; some new beverage and food products that resonate with the
company’s values,” says Jain.

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