Monica Sunny, founder of The Chai Box, says she loves the process of making chai and deciding on what spices to use on a daily basis, to change up the taste and feel.“I love the feeling that drinking chai evokes,” shares Sunny. “Each morning, I look forward to making chai by myself and enjoying it peacefully by myself during a few moments of chai meditation.”
Sunny launched her business in early 2017 as a side-hustle, but she went full-time with the business in 2020. Today, The Chai Box is focused on bringing the traditional craft of chai-making to the mainstream with its Chai Concentrate, blends, gift sets, spices and accessories.
“Since the start of my business, I have faced challenges in converting customers from a “sweeter” chai to a traditional chai,” she says. “However, with continuous education through social media platforms and exposure through media publications, I have been able to change the narrative, but there is still work to be done.”
While her chai business is highly successful – even appearing on Oprah’s Favorite Things List in 2021 – Sunny reveals she has faced many barriers when it comes to the sourcing of spices for her products. “The spice trade in India is largely male-dominated and does not value women in leadership positions,” she says. “In order to overcome product delays and timelines, I learned to be more assertive and prove myself as a worthy entrepreneur by outlining the demand and standing my ground.”
Appearing at 'World Tea' This Week in Las Vegas
At the World Tea Conference + Expo this week, March 21-23 in Las Vegas at the Las Vegas Convention Center, Sunny and The Chai Box will be showcasing its entire product line, including its Chai Concentrate and loose-leaf chai.
“We will have samples for everyone to try, and we will also be doing a chai demonstration to showcase how to make traditional Indian chai on the stovetop, so stop by,” encourages Sunny.
World Tea News chats with Monica Sunny to learn more about her business and how she became a part of Oprah’s Favorite Things in 2021, her participation in the World Tea Conference + Expo, and her thoughts on the tea/wellness trend.
Question: Hi, Monica – thanks for your time. Is this your first time attending the World Tea Conference + Expo in Las Vegas, and what are you looking forward to the most at the event?
Answer: This is my first time at the event! I am most looking forward to meeting other tea enthusiasts. We have attended trade shows and expos in the past but never one dedicated to tea. So, this chai enthusiast is ready to connect with fellow tea lovers.Question: When did you first start drinking tea?Answer: Growing up in an Indian household, I started drinking chai at the age of two and blending teas at the age of 12. For me, chai is more than just a drink, it is a part of my culture and heritage.
Question: Tell us about The Chai Box. What do you want the tea industry and the tea community to know about your brand?
Answer: I am the founder of The Chai Box, a woman-owned company bringing our traditional craft of chai making to the mainstream. Founded in 2017 in Atlanta, Ga., The Chai Box specializes in hand-blended loose-leaf chai blends and small batch chai concentrate.
The goal of The Chai Box is to implement an ethical business process from start to finish. We source our spices from small-scale farmers in Kerala, who have inherited their lands and have been cultivating their spices for generations and practice regenerative farming. We keep the integrity of a sustainable and clean chai process by using whole spices without any additives or artificial flavoring. We compost the mulch left over from the production of our chai concentrate and we have implemented minimal, reusable and/or biodegradable packaging.
Question: What can you tell us about the teas and tea-related products your company offers? It looks like all of your blends are inspired by different regions in India, correct?
Answer: We offer two primary categories of products: our Chai Concentrate and 13 varieties of loose-leaf chai, that are all inspired by the culture and flavor profiles of different regions in India.
The Chai Concentrate took my eldest son and I one year and 174 tries to get perfect. It truly tastes like a traditional cup of Indian chai and can simply be served hot or cold with equal parts of your choice of milk. We offer it in 16-ounce glass bottles or 64-ounce plastic growlers – perfect for coffee shops, restaurants looking to make chai lattes.
Our 13 blends of loose-leaf chai have different combinations of tea, spices, florals and fruits. We have something for everyone, including two caffeine free blends made with Rooibos, as opposed to black tea. Our blends are available in sustainable rice paper bags as well as reusable glass jars.Lastly, we offer a number of gift sets featuring our chai concentrate, loose-leaf blends, and steepers.
Question: What sets The Chai Box apart from other tea companies?
Answer: Our concentrate and loose-leaf chai is made in small batches to ensure quality flavor and taste. We use fresh spices – not powdered – and do not have any pesticides or preservatives, like citric acid, in our products. We wanted to offer a “clean” chai to the market.
Question: How popular is chai in North America?
Answer: If you asked me this question five years ago, I would say that people were still learning to appreciate chai, but I think chai is very popular now in North America. People are looking for a lower-caffeine alternative to coffee filled with health benefits and deep flavor, and chai provides just that.
Question: What’s your advice on how to make a proper cup of chai?
Answer: A proper cup of chai is prepared over the stovetop. We will be conducting a chai demonstration at our booth, but to prepare two cups of chai, we recommend the following:
· Bring one cup water plus one cup milk to a boil
· Add four tsp of our chai blend
· Simmer on medium heat for two to three minutes
· Bring to another boil (double boil)
· Strain into a cup
· Add honey or sugar if desired
· Enjoy!
Question: When did you launch your business? And what challenges and hurdles did you encounter when you launched?
Answer: I launched the business in early 2017 as a side hustle but went full-time with the business in 2020. Since the start of my business, I have faced challenges in converting customers from a “sweeter” chai to a traditional chai. However, with continuous education through social media platforms and exposure through media publications, I have been able to change the narrative, but there is still work to be done.
Furthermore, as a woman I have faced many barriers when it comes to the sourcing of our spices. The spice trade in India is largely male-dominated and does not value women in leadership positions. In order to overcome product delays and timelines, I learned to be more assertive and prove myself as a worthy entrepreneur by outlining the demand and standing my ground.
Question: You were featured in Oprah’s Favorite Things in 2021. How did that come about?
Answer: We were approached to submit a few samples after one of Oprah’s team members found us on Instagram as I was doing my daily Chai Meditation on Stories. And after a few rounds of back and forth, we curated the Ultimate Chai Lover’s Gift Set featuring four of our blends, All Chai’d Up, Hill Station, Sweet Monsoon, and Lavender Nights for Oprah! We were thrilled that Oprah loved our Chai, especially since she is an avid tea drinker!
Question: What can you tell us about how you source your ingredients?
Answer: When starting the business, I knew the only way it would work is if I implemented responsible sourcing practices to honor the farmers and people of India.
My family and I personally visited the farms in Kerala when starting this business. We source single-origin spices from small-scale family-owned farmers in Kerala, India, that practice regenerative farming.
Regenerative farming is a big part of the community. Women are at the forefront of these operations and as a result further fuel the development of their community. These farms have been passed down from generation to generation and continue to implement sustainable farming practices.
I am constantly looking for ways to ensure that we provide a fair wage for our suppliers and provide them with a platform to excel.
Question: How would you describe the U.S. tea market right now?
Answer: The tea market is very competitive. Since launching this business, we have seen many companies introduce chai offerings. It’s great to see how everyone personalizes and makes chai their own way!
Question: Wellness is a major trend. Does that play a role in your business and marketing?
Answer: Yes, wellness is a major role in our business. Spices have several health benefits and we try to educate our customers on these benefits. For example, did you know that cardamom flushes out toxins from your body, boosts your metabolism and is anti-inflammatory? It even has cancer-fighting properties! I share these benefits through social media as well as our monthly newsletters.
Question: What’s been your best marketing tactic for your business?
Answer: We have largely grown organically through our Instagram following. Each morning I share my chai making and meditation ritual with our Instagram community. This has allowed me to connect with our audience and make meaningful connections.
Question: What are some of your major successes thus far?
Answer: Our biggest success so far came late last year when we made the list of Oprah’s Favorite Things. Making this list was on my vision board and to achieve it during the onset of the pandemic with continuous supply-chain issues was a huge win for our team.
Question: What advice do you have for other tea entrepreneurs or those who want to start a tea business?
Answer: Sourcing is a big key to success in the industry. Having the right partners will make all the difference.
Question: Thanks for your time! Last question: What does the future hold for The Chai Box?
Answer: We hope to introduce a few new products to the market and continue educating our customers on the benefits and origin of chai. Chai is the limit!
To learn more about The Chai Box, visit TheChaiBox.com.
To Learn more about the World Tea Conference + Expo, visit WorldTeaExpo.com.