New Delhi-based tea chain Super Chai is stepping into India's booming branded coffee market with its new venture, Super Coffee, set to launch in September 2024. Aiming to cater to the Gen Z demographic, the new coffee chain will offer beverages priced between Rs 80 ($0.96) and Rs 200 ($2.39), positioning itself as a value-focused competitor. Super Chai, founded in 2020, currently operates 16 stores in Delhi NCR and plans to open 25 Super Coffee outlets by April 2025 across Delhi, Gujarat, and Maharashtra. Their longer-term goal is to reach 100 stores by the end of 2026. This move puts Super Chai in direct competition with other value-focused coffee chains like Nothing Before Coffee (NBC) and abCoffee. NBC operates 64 stores with prices starting at Rs 98 ($1.17), while abCoffee has 50 stores with prices ranging from Rs 77 ($0.92) to Rs 177 ($2.12). The expansion follows the trend set by other Indian tea chains, such as Chai Sutta Bar, which launched its premium coffee shop concept, Kaffee-La', in March 2024.
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