Hyderabad startup launches brewed coffee-on-the-go

Hyderabad: Hyderabad based startup Bask Associates introduced a first-of-its-kind freshly brewed coffee-on-the-go model in the country- The Brew Tribe at T-Hub on Monday. Jayesh Ranjan, principal secretary, I & C and IT, Government of Telangana formally launched The Brew Tribe. Also present were T Muralidharan, chairman, FICCI, Telangana State & TMI Group; Sanjana Shah, ED, […]

Hyderabad: Hyderabad based startup Bask Associates introduced a first-of-its-kind freshly brewed coffee-on-the-go model in the country- The Brew Tribe at T-Hub on Monday.

Jayesh Ranjan, principal secretary, I & C and IT, Government of Telangana formally launched The Brew Tribe. Also present were T Muralidharan, chairman, FICCI, Telangana State & TMI Group; Sanjana Shah, ED, BNI, Hyderabad; MS Rao, CEO, T-Hub, and founders of Bask Associates Sampath Samudrala, Sanjuwar Devalapally, Beena Sanjuwar, and Seshaphani Samudrala.

The Brew Tribe offers an affordable, freshly brewed coffee-on-the-go experience to coffee connoisseurs. The initiative is eco-friendly with coffee served from aesthetically designed Mahindra electric carts, in minimal plastic biodegradable cups.

Trained Baristas brew coffee on the spot on a semi-automatic coffee machine, imported from Europe. The carts are placed at strategic locations in the city and are on the move to be within the reach of the customers.

Speaking on the occasion Jayesh Ranjan said, this is an idea which cannot go wrong, as people consume multiple cups of coffee, tea, be it in South or North, East or West. Consumers are not price conscious about beverages, they are more conscious about quality.

“If you can standardise the product, ensure right kind of raw material you will capture the market. This is a concept which will have excellent receptivity among consumers and the idea of coffee on the go gives the flexibility, a smart idea, you are not tied down with fixed assets, in case there is not much demand in a neighbourhood, you have the flexibility to move to a conducive location. That way it’s a demand driven enterprise which makes lots of business sense,” he added.

T Muralidharan addressing the gathering said the Brew Tribe concept is sound and he is confident of its sustainability and employability.

Sampath Samudrala said, “We would like to go to places where coffee lovers are. Our coffee is not instant coffee, but espresso coffee, for which one must go to a Café and is not available anywhere else. Being on wheels enables us to be on the move and reach out to the consumers wherever they are. We will also have some kiosks where the delivery aggregators can pick up and deliver. We are also thinking of aligning with Government schemes like Dalit Bandhu, where we can help in livelihood generation, which also facilitates our expansion in the State.”

Currently Bask Associates plans to station at least 100 carts at different locations in Hyderabad by this calendar year end and grow further. It also has plans to foray into Vijayawada and Vizag cities in Andhra Pradesh, besides focusing on Tier 2 cities like Warangal and Karimnagar and district headquarters.

The company plans to be present in all the metros by the end of next calendar year, through a model of franchise and company owned carts in the ratio of 80 per cent and 20 per cent respectively.

In Hyderabad, initially the carts will be located at commercial, technology, business, and leisure hubs such as Madhapur, Khajaguda, KBR Park, Durgam Cheruvu, Gachibowli, and Botanical Gardens to cater to college and office going coffee lovers. The menu includes freshly brewed drip coffee, black coffee, Coffee Latte, and Irish Coffee frappes and in summers will offer cold coffees.

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