By Ignatius Chithelen
June 25, 2026
Selling even premium teas and coffees is intensely competitive, largely a commodity business, with low barriers to entry for new sellers. Costco’s site, for instance, lists more than fifteen premium, organic breakfast teas, including from large brands like Bigelow, Twinings, and Pure Leaf, all stating their teas are made from natural ingredients and are environmentally friendly.
So, Sunny faces a major challenge of fine-tuning the quality, quantity, and price of the Chai Box teas to attract new buyers and convert them into long-term customers. A big advantage in selling caffeinated teas and coffees, as Starbucks, Nespresso and Blue Bottle have shown, is that, once buyers like a taste, and are satisfied with the service and price, they will continue to keep buying since the beverages are addictive.
Apparently, Sunny’s strategy is to first attract Indians and other South Asians in the US as customers. If Sunny can get even five-percent, of nearly two million South Asian households, to buy Chai Box teas, it could be a lucrative, niche company.
“Growing up in an Indian household, I started drinking Chai at the age of two and blending teas at the age of twelve,” Sunny says in a blog post. “For me, Chai is more than just a drink, it is a part of my culture and heritage...an integral part of my family’s daily ritual.”
Ignatius Chithelen is the publisher of Global Indian Times and author of Six Degrees of Education and Passage from India to America. A Chartered Financial Analyst, he is manager of Banyan Tree Capital, New York. Neither he nor Banyan has any financial or other interests in any of the companies mentioned in this story.
