With Kokam and Kashmiri Kahwas as their best products, Cup-Ji, the innovative flavoured green tea startup, is poised to shake up the hot beverage market in the coming months. With a unique product offering and ambitious growth strategies, Co-Founder Jay Sotta shared the brand’s exciting roadmap that promises to redefine the beverage habits of Indians.
Expanding Market Reach
According to Co-Founder, Jay, Cup-Ji is not just another green tea brand; it’s an alternative hot beverage designed for broader consumption. While most green tea brands target the occasional single cup a day, Cup-Ji is aiming for the 3 to 4 cups that people typically consume out of home and on the go.
Currently Cup-Ji exports to Saudi Arabia, Australia, Dubai, Kuwait and Japan.
“We started with exports, and our first big break was being nominated as the most innovative beverage at GulFood Dubai,” Sotta explained. This led to their first export order to Saudi Arabia, marking the beginning of their international journey.
The company is also focusing on corporate consumption and institutional sales. “We believe this product, when rightly introduced in offices, benefits both corporates and employees,” Sotta noted. This strategy not only increases visibility but also encourages employees to seek out Cup-Ji outside the office, creating a self-sustaining ecosystem.
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6 Months Roadmap
So far, the brand has served over 10,000 consumers. By March 2024, Jay estimates that Cup-Ji will have served approximately 12 lakh cups in India, with over 8 lakh cups sold internationally.
Now, Cup-Ji’s plans for the next six months are both ambitious and strategic. The startup is gearing up for Diwali gifting and wedding seasons, where novelty and unique offerings can make a significant impact. “We’ve put the last six months of effort into this, and now the season is starting for us,” Sotta said, highlighting their focus on creating products that stand out during these occasions.
In addition to seasonal products, Cup-Ji is working on new product development, with launches expected in the last quarter of the year. Sotta hinted at ongoing R&D efforts that could see Cup-Ji expand beyond green tea, aiming to redefine India’s beverage habits.
Financially, Cup-Ji is on track to close the year with a revenue of INR 3 crore, but they’re not stopping there. “We are starting our investment journey because we realize with the new products coming in, we need to switch gears,” Sotta revealed. The company is seeking investments, and has already got support from the Government of India, with an eye on reaching the INR 5 crore mark soon.
“We’re sticking to the bootstrap sustainable method, and if things go the right way, we might just surprise everyone with what’s coming next,” Sotta concluded. The company also aims to establish a strong offline presence within the next year and a half, while simultaneously focusing on expanding its D2C presence.
