Varun Sahni, co-founder of Bebida Hospitality Private Limited, talks about bringing Copenhagen’s bubble tea to India, a rapidly growing global category that has attracted attention among hygienic-conscious consumers.
What makes bubble tea an attractive beverage option for Indian consumers looking for alternatives to sugary or alcoholic beverages?
Due to my personal struggles, I started researching beverages and my options were limited in addition to sugary non-alcoholic beverages. I found the glittering tea, a fast-growing global category. I have worked with India on Copenhagen bubble tea to combine the flavor and nutritional value of tea with carbonation to create a celebratory drink that is calories and rich in vitamins. Since India is my home and it is underpopulated, I saw an opportunity to introduce the product. Our initial tests showed a huge absorption due to complex flavors, each variant made with 11-13 different teas. After six months of trial, we entered the market late last year.
How do you think that the glittering tea in Copenhagen resonates with Indian consumers?
Our glittering tea sets in Copenhagen, such as Jasmine, White Tea and Bla (blue) in Darjeeling, or Lysegron (light green) in Sencha Green Tea and Citrus resonate with Indian consumers. We found Liskron to go well with Indian food, seafood and beet vegetables, and BLA is popular among paired products in afternoon tea, available at iconic properties such as Sea Lounge in Mumbai’s Taj Mahal. Our green tea Sencha also performed well in Chinese restaurants. We currently have three variants and have launched Demi bottles later this year, which include more innovations and variants.
How do you view India’s demand for quality non-alcoholic beverages?
I see the rapid development of high-quality non-alcoholic beverages in India is driven by increased health awareness and lifestyle awareness, especially among the younger generation. With the movement becoming mainstream, people are looking for delicious options to eat or to celebrate special occasions.
How do you think the lack of fermentation and added sugar in the glittering tea attracts Indian health-conscious and keen consumers?
Our brewed tea is intended for people seeking a celebration drink or delicious drink to enjoy a meal. We have seen strong absorption from premium hotel groups such as the Taj Mahal, Oberro and Four Seasons, as well as high-end restaurants such as Masque and Papa’s. We also see a need for gifts, especially during festivals like Diwali and Holi, and expect a strong interest during the wedding season. Our main difference is not only the flavor, but also our ingredients – no added sugar, low calorie and caffeine content and higher antioxidant levels. The product also did not ferment, making it suitable for customers with dietary restrictions.
What makes Copenhagen brewed tea unique?
Our bubble tea making process involves brewing tea in a few hours, starting with the darker tea, then moving to the lighter tea until we perfect a batch. Tea is sourced globally, leaves come from China, India, etc., and there is a mixture of it in Copenhagen. The product has been found in 50 countries, including 3,000 hotels and over 100 high-end Michelin restaurants worldwide. The United States is the largest consumer, followed by European countries, and we expect India to be an important consumer in the next 24 months.
What’s next for the brand?
We have seen great feedback from our Indian customers and we are exploring multiple channels including hotels, restaurants, gifts, weddings and direct retail. We believe that our products will attract people in different metropolitan areas in India and the market will ultimately determine our plans.
