Take a bite out of your teacup at this Madurai kiosk


It is a small tea kiosk, that could possibly be simply misplaced among the many muddle of retailers on Madurai’s busy West Masi Street. But within the final 5 years, it carved a area of interest for itself, not solely by promoting its personal model of tea known as the RS Pathy Nilgiri Tea, but in addition by promoting it in edible, chocolate-flavoured biscuit cups.

Ever for the reason that idea was launched on June 15, the store has been promoting a minimal of 500 cups a day. “Had it not been for the lockdown, we would have seen many more people crowding the shop,” says Vivek Sabaapathy, a fourth-generation member of the enterprise household. It was his thought to introduce tea in an edible cup. But Sabaapathy isn’t alone: the cups, made by Hyderabad-based Edco India, are additionally standard with milkshake sellers and others in several cities.

“We are the only manufacturers of this innovative product in India,” says Rohan Pamnani, MD of Edco India. He soft-launched the teacups 9 months in the past with a milkshake firm as a trial. By the time Sabaapathy approached him for the product for use for a sizzling beverage, COVID occurred.

“The pandemic has put brakes, but we are now working on introducing more flavours and also increasing the shelf life of the edible teacups beyond 10 weeks,” says Pamnani.

So, how does it style?

The cup tastes like a cross between an ice cream cone and a chocolate biscuit and holds 60ml of sizzling tea for about 10 minutes. That is roughly the typical time folks take to complete the tea earlier than turning to the cup, which turns soggy on the within and has that very acquainted style of a biscuit dipped in tea.

At ₹20 every, the cuppa has already earned a fan following in Madurai.

“People are finding it safe, hygienic and a little more filling than the regular cup of tea, and are also happy about its zero-waste value,” explains Sabaapathy, who had spent a yr looking for one thing appropriate to serve his model of tea in, following the State Government’s ban on plastic in January 2019.

In the primary consignment that arrived, he suffered 50% breakage in transportation and each Pamnani and Sabaapathy learnt their classes quick.

“We are getting them in sealed packets of six each that are placed safely in recyclable crates (similar to egg crates),” says Sabaapathy, who can be tying up now as a stockist for Tamil Nadu.

The lockdown has delayed deliveries, however the breakage has now been diminished to lower than 20% with improvised packaging, he says, and likewise hopes to get a number of flavours of the biscuit cup quickly.

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