Tealive brings its unique beverages to new market with India expansion

Malaysian beverage tea brand Tealive has expanded into India. This comes as its parent company Loob Holding signed a master franchise deal with leading Indian Quick Service Restaurant (QSR) operator Devyani International Limited (DIL). 

DIL is India’s largest franchisee for Yum! Brands, operating KFC and Pizza Hut outlets, and the exclusive franchisee for Costa Coffee cafes in the country. In addition, DIL has its own home grown brands, including Vaango, a South Indian vegetarian food destination, and The Food Street, a food court concept featuring multiple cuisines under one roof. DIL operates more than 2,000 stores across brands in India, Thailand, Nigeria and Nepal.

With this expansion, Tealive aims to bring its unique blend of tea and innovative beverage culture to India. In addition, the country presents a huge market potential for lifestyle tea amongst the young population and gives the brand a strategic advantage with its strong branding and Southeast Asian appeal. 

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“Together with our partner, Tealive will bring our innovative lifestyle tea culture to the land of chai. Our partner knows the local market well and we’re planning significant presence in India, beginning with outlets in the major cities this year,” said Bryan Loo, CEO of Loob Holding. 

“Partnering with a strong local operator like DIL gives us the ability to adapt and thrive in India while also extending the Tealive lifestyle to millions of new consumers,” Loo added. 

In addition, Loo emphasised that Tealive would continue its current regional strategy of starting small and scaling up fast with the right market conditions. “With our partners’ local knowledge, industry experience, and extensive reach, we are well-positioned to rapidly expand and promote our unique lifestyle tea culture across India,” he said.

Ravi Jaipuria, non-executive chairman, DIL said “We are delighted to introduce Tealive, a strong Asian brand, into India, known to have a rich tradition of chai culture. Tealive’s diverse lifestyle tea offerings perfectly align with India’s young and evolving consumer, who are increasingly drawn towards newer categories. Together, we are set to redefine and transform tea experience in the vibrant Indian market.”

Tealive's expansion into India follows the brand's recent penetration into the United Arab Emirates (UAE) in October last year. At the time, Loo said that UAE is an exciting market with a dynamic food and beverage landscape. 

The first phase of expansion will focus on key cities, with the first flagship store in Dubai in early 2025, followed by four more within the first year of operations across major cities in UAE. 

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