Chakra Tea redefines tea-breaks with Chai-Fi

Currently, India is home to the second largest population of workers in the world, including daily wage labourers who toil for 16-17 hours a day to make ends meet. Consequently, the tiring nature of their work barely leaves them with any time to enjoy anything else in their lives. Away from their families, friends and social circle, these workers lead a hard life with no joy or happiness.

To address this issue, Chakra Tea, a popular brand from central India, has launched an initiative called, Chai-Fi. The initiative brings moments of joy to the tea-breaks of these workers by adding ‘wi-fi’ to their lives.

As part of the initiative, Chakra Tea, along with Dentsu Webchutney, has designed and launched an innovative tea-kettle that is now being distributed at tea stalls popular with the workers. As the kettle is heated to make tea, it also generates wi-fi that is then made available to workers for free. They use the free wi-fi to connect to their favourite videos, music, movies, sports, news shows and even family members.

Sudesh Samaria, Co-Founder and Chief Creative Officer, Dentsu Webchutney, said, “Tea is such an integral part of our lives that it is difficult to think of it in a new light. Our team identified an opportunity in the tea-breaks and made these breaks even more refreshing by creating a tea-kettle that generates wi-fi when heated. We call it Chai-Fi.”

“The category is dominated by big names. For brand like us to stand out, innovation is critical. Chai-Fi is one such innovation. It brings joy in people’s lives while opening up a world of possibilities,” added Priyank Khandelwal, MD, Chakra Tea. For the record, Chakra Tea is deploying more tea-kettles as the campaign continues to create a positive buzz in the community.

“Right technology can solve all our problems, big or small. Chai-Fi is a simple yet innovative idea that combines the trend of free wi-fi with human desire of information and entertainment,” said Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney.

Chai-Fi seems to also answer the question of last mile connectivity. It holds the promise of bringing more people to the internet while serving as a model for more such innovations.