The Chutzpah of the Professional Chai Wala
Taunts are a characteristic feature of the Indian household; personal experiences and popular memes would vouch for it. And the crown jewel of this genre is the banter directed at children by their parents. One such tease has been the looming threat on Indian students, across generations, of resorting to work as a chai wala (tea stall owner) if they failed to keep up with their academics. In a culture and economy where one’s standing in the professional hierarchy dictates their social worth; the taunt of having to work as a chai wala leaves a sour taste. So no wonder when Indians walk by one of the 50 boldly branded outlets of MBA Chai Wala they let out an instinctive chuckle at the oxymoronic phrase. Associating the qualification representing the pinnacle of the Indian education hierarchy with an informal daily labor considered below the dignity of the educated Indian elite borders dark comedy. The unlikely amalgamation of the said qualification with the concerned job was bound to make people pause and take notice. The success of Prafull Billore’s MBA Chai Wala has spawned many such professional street vendors across Indian cities, finding patrons and popular media attention alike. And the reason behind their popularity transcends the quality of beverage being served to a more deep rooted appeal aligning with the contemporary culture of the urban Indians.
Dropout over Degree
While Steve Jobs and Bill Gates will be remembered in the history of mankind as revolutionary innovators, for a generation of young Indians they still remain the poster boy of “college dropouts”. The tag of a professional course dropout has come to amass unparalleled social media currency, a quick LinkedIn scroll through will testify the popularity of the designation amongst the hustling startup community. One might be pardoned to believe that the dropouts have a higher premium placed on their chances of securing VC funds vis a vis the rank holder gold medallist. In a society where a degree is considered sacrosanct and is a cornerstone of one’s identity, the immense pride in dropping out might seem misplaced. Unlike failing to pass, which is burdened with social stigma, dropping out is way cooler as it is a conscious individual choice. It is a statement of self confidence and assurance. The swagger in rejecting the degree in order to transform into a dropout founder is unmatched. The celebrated narrative behind the professional chaiwalas align to a similar spirit; one that rejects the mainstream in favor of a braver personal pursuit. Without the prefixed degree, these outlets would remain one of the thousands of food stalls in our cities. But it is the loaded semantic in the prefix that is the reason behind their craze. The fact that the degree chai wala happens to be someone who chose the chai wala life over the conventional cubicle is what their patrons celebrate. Case in point is the entrepreneur from Kolkata behind MA English Chaiwali, Tuktuki Das; who chose to set up her own tea vending brand instead of succumbing to one of the numerous job offers she had. The popularity behind these stories reflects the aspiration of the Tamasha generation; young working professionals who find their free will locked inside the Google calendar timeline. The degree tea stalls might be the brainchild individuals, but they speak to the latent and blatant desires of an entire generation.
Phir Bhi Dil Hai Hindustani
At a broader societal level the popularity of these branded tea stalls is anchored to the revival of the desi identity amongst urban Indians. The assertion of one’s desi DNA and taking pride in various facets of their culture is reflected in the consumption trends: from Hinglish merchandise, to hip desi cafes, and popular web series. And there is no better means than food to assert one’s identity allegiance. In the world of social media celebrity food items, which includes western imports such as pizza and loaded fries, two Indians entrants have carved out their rightful place: the sumptuous biryani and the humble tea. They are not only some of the most searched food items online, they also have a high frequency as identity tags across social media and dating profiles. A #chai search on Instagram or Facebook will testify the drinks popularity as the most romanticised object facing a smartphone camera in India. And the accepted way of enjoying it has been codified unanimously in our polarised democracy; at the local joint, with your friends in a cutting or a kulhad. The likes of Chai Point have tried to cafefy the tea, but the plush seating, the ceramic tumbler and the free wifi fail to create the magical chai break experience. Even the most polished Indians with their well rehearsed Starbucks orders reveal their OG avatar while sharing a chai sutta at the local tapri with their gang. The genius of the professional chai wala lies in the fact that they manage to retain the chai/tapri vibe as the cornerstone for their contemporary F&B brand. Thus an MBA Chai Wala serves you tea in a kulhad, has gangs of friends mushrooming over its frontage and the energy of a tea shack at a busy street junction. For the patron, this experience is an act of staying in touch with their desi DNA. There is much in common between them and the archetypal Bollywood NRI of the late 90s and early 2000s; western in disposition but with a burning Phir Bhi Dil Hai Hindustani core.
Atma Nirbhar Bharat
When Anandu Ajay, Md Shafi and Md Shanavas decided to set up BTech Chai Wala in Kollam, Kerala, it was not the result of a relentless passion pursuit but because of the dire circumstances they found themselves in. They were amongst the thousands at the receiving end of covid’s job layoff wave. While choosing to drop out is elite privilege; forced unemployment is the stark reality for the masses. Some may view the degree prefixed tea stalls as satirical reflection of the rampant educated unemployment in Indian cities. Back in 2018, a student union associated with the Congress took potshots at PM Modi on this issue. Images of graduates in robes frying and selling pakodas on the streets of Bangalore, highlighting the lack of jobs, made for viral digital content. India cannot dream of becoming a $5 trillion economy if her educated youth do not engage in professions with higher economic value; but at the same time, one must not dismiss these independent entrepreneurial initiatives as inconsequential gimmicks. Praful Billore, who owns the pan India MBA Chai Wala brand failed to clear the CAT thrice and resigned to selling tea from a push cart in front of IIM Ahmedabad. His self belief and entrepreneurial skills has made him an inspiring role model for young Indians, as well as a case study for global business schools. Not only have these ventures opened up employment opportunities, they are helping us fundamentally reimagine how the local economy could function in the near future. If the ubiquitous tea could be branded and commoditised at scale; one could expect local and regional entrepreneurs to change the face of other unsuspecting hyperlocal businesses. The chutzpah of the professional chai walas lies not merely in implementing a successful business model; it lies in the fact that it encourages young Indians to think of legitimate avenues of self employment, instead of being dependent on the government or the college placement committee for meaningful employment. And even if this helps move the needle marginally in terms of bringing more people into a formal and respectable professional fold, that should be a reason to celebrate and dial up one’s optimism.
From being a derogatory taunt to becoming a proud designation, the chai wala has had some sort of upward movement in the professional hierarchy. Admittedly Praful Billore calls himself the second most famous chai wala of the world; no prizes for guessing the first. And Tuktuki is flooded with equal requests for a selfie and a hot cup of cha. And the three friends from Kerala have managed to find a stable income while doing something that they love. And the swarm of chai lovers hovering around one of these outlets have found a tapri that is the right balance of being desi and being cool. India’s love for chai will keep reinventing itself to stay relevant for eternity.
