India’s tea-led hot beverage platform Chai Point today announced the appointment of Manmeet Vohra as its Chief Brand and Digital Officer. With 20 years of strategic brand-building experience and special expertise in the Consumer Retail Lifestyle Industry, Vohra, in her storied career, has led brand building for renowned international brands including Starbucks, Visa, and TAG Heuer.
Manmeet Vohra started her luxury lifestyle marketing journey with the Moet Hennessy Louis Vuitton (LVMH Group) in 2003 where she worked with TAG Heuer watches for eight years, the statement said.
Vohra served as the Director, Marketing, Category and Loyalty at Tata Starbucks between 2013 and 2017. She also had a brief stint as the Marketing Head, India and South Asia at Visa until 2019.
Most recently, Vohra worked as an Independent Brand Consultant, devoting her energies to helping brands and startups, across the spectrum, with strategic brand building.
The appointment announcement comes when Chai Point is growing aggressively across channels like retail stores, cloud kitchens, corporate offices and institutions, online CPG and HORECA (hotels, restaurants and cafes).
According to the statement, At Chai Point, Vohra will focus on elevating and deepening the brand’s consumer connection across all its channels – including the brand’s international foray. By leveraging the beverage platform’s innovation excellence across multiple channels, her focus will especially be on building an integrated digital experience through the Chai Point App, it said.
“We are committed to building a global Chai and Coffee beverage platform leveraging the software and hardware capabilities of our myChai brewing system. We are thrilled to have Manmeet Vohra join our seasoned senior leadership team in building a global brand for our platform,” said Amuleek Singh Bijral, Co-Founder & CEO of Chai Point.
A graduate from Sri Ram College of Commerce(SRCC), Delhi University, Vohra is a post-graduate from Mudra Institute of Communications, Ahmedabad (MICA).
Chai Point says it is planning to aggressively open new retail stores this year including taking the Chai Point experience to consumers in new cities across the country. With the office channel making a comeback, Chai Point aims to double their Cloud-based myChai brewing systems presence in the channel, it adds.
The Company also plans to tap into the mid-size bakery market which is over 10 lakh cafes and bakeries in India by installing myChai brewing system across the space. myChai brewing system is a Cloud-connected Chai and coffee dispenser technology platform which gives Chai Point the capability to brew fresh chai and coffee with consistent quality at a global scale.
Chai Point is backed by marquee investors like Paragon Partners, DSG, Eight Roads Ventures, Saama Capital. Chai Point runs over 120 stores in 8 cities. The myChai brewing system is installed across 20 cities. The Company has raised over $50 million in funds till date.