Tapri’s founders share their insights on why Tapri is still the ‘it place’ for chai in Jaipur

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As an avid tea lover, I am constantly on the prowl for the next great chai spot. While Jaipur boasts an array of stellar coffee havens, the search for an ideal cup of tea often narrows down to one iconic name: Tapri. Whether you are a local resident of Jaipur or a well-informed tourist, Tapri invariably finds its way to the top of every must-visit list. Tapri began its journey in 2010 with its first outlet in Lal Kothi. What started as an MBA project that failed academically has flourished into a thriving venture, currently boasting four outlets in Jaipur and two in Udaipur. But what makes this place the undisputed champion in a time where culinary trends ebb and flow with the seasons? Let’s hear directly from the source, Ankit Bohra and Sorabh Bapna, the founders of Tapri.

“Consistency stems from simplicity. To be consistent with anything, it is important that it is simple,” Bohra explains, reflecting his own straightforward and unpretentious manner. The items on their menu, whether it is chai or food, are prepared with simple recipes and basic ingredients, similar to home cooking. This approach ensures that operations run smoothly, maintaining both the speed of service and the quality of taste across all outlets. “Moreover, the combination of quality ingredients, coupled with the right intentions and practices, makes a significant impact”, Bohra further emphasizes.

Enhancing Team Spirit

Managing multiple outlets across Jaipur and Udaipur effectively necessitates a committed workforce and a work culture that prioritizes employee welfare and fosters a strong team spirit. At Tapri, you are sure to encounter staff members who have been with them since their inception. “Some have even left and returned multiple times, indicating that we must be fostering a positive environment here compared to other establishments,” shares Bohra. “While the hotel industry tends to be well-structured, the café sector remains largely unorganized. Simple practices such as ensuring timely salary payments and eliminating staff overtime duties contribute significantly to our team’s satisfaction.”

Another notable feature is the integration of staff members who are deaf and mute, with ten percent of the team comprising individuals with hearing and speech impairments. “Unlike in other establishments where they are typically relegated to behind-the-scenes roles, such as in the kitchen,” explains Bohra, “here, they are seen at the forefront, confidently serving food.”

Supporting Small Businesses

Recognizing the challenges faced by new businesses and startups in establishing themselves, Ankit Bohra introduced LADU (Life Around Daily Utilities) on the floor below Tapri Central. “The store showcases products from similar small businesses, providing them with a platform for exposure,” Bohra elaborates. “A distinguishing feature of this space is its equitable allocation of space and visibility to all businesses, in contrast to the preferential treatment often observed in shopping malls.” Adjacent to LADU is another small Tapri outlet, affectionately named ‘Tapri Chotu’ due to its compact size.

Product Quality over Marketing

When someone visits Tapri, they are not merely consuming tea or food; they are immersing themselves in an entire experience. From the music to the ambiance, from the vibe to the energy, every element contributes to the overall atmosphere. “Here, it is not just about a transaction; it is about providing a complete experience”, underscores Bohra.

The work speaks for itself, as Tapri’s success has been achieved without a concerted or planned marketing effort. “It wasn’t a deliberate decision to avoid heavy marketing, but rather a prioritization of our product and service,” explains Bohra. “Somewhere along the line, this aspect took precedence.”

In an era inundated with hardcore social media marketing gimmicks and fleeting cafe trends, Tapri’s longevity reiterates the undeniable power of quality. In a landscape where cafes come and go as swiftly as social media trends, the true marketing hook remains steadfast: QUALITY.