Chai Point appoints Manmeet Vohra as chief brand and digital officer
- ByStartupStory | June 22, 2022
Manmeet Vohra has been named the chief brand and digital officer of Chai Point, a chain of tea cafes. Vohra has managed the brand building for global businesses including Starbucks, Visa, and TAG Heuer over the course of her career. She has 20 years of strategic brand-building experience with a focus on the consumer retail lifestyle sector.
“We are committed to making a hardware and software platform for chai and coffee beverages using the myChai brewing technology.”Amuleek Singh Bijral, co-founder and CEO of Chai Point, announced that Manmeet Vohra has joined his experienced senior leadership team in establishing a global brand for our platform.
At Chai Point, Vohra will focus on strengthening and deepening the consumer connection across all of the brand’s channels, including its push into foreign markets. Her focus will be on creating an integrated digital experience through the Chai Point App by utilising the beverage platform’s innovation expertise across a variety of channels.
She began her career in luxury lifestyle marketing in 2003 with the Moet Hennessy Louis Vuitton (LVMH Group), where she spent eight years working with TAG Heuer watches. Between 2013 and 2017, Vohra worked for Tata Starbucks as the director of marketing, category, and loyalty. She also served until 2019 as the marketing director for Visa’s operations in India and South Asia. Vohra most recently held a position as a freelance brand consultant. She joins the Chai Point leadership group at a time when the brand is expanding across channels, the business said in a statement. These channels include retail stores, cloud kitchens, corporate offices and institutions, online CPG, and HORECA (hotels, restaurants, and cafes).
On the business aspect, Chai Point has ambitious plans for this year that include rapidly opening new retail locations and bringing the Chai Point experience to customers in new cities. By placing myChai brewing systems around the area, the company also intends to penetrate the mid-size bakery industry, which comprises more than 10 lakh cafés and bakeries in India.
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