Whoever said you can’t have the best of both worlds probably didn’t try the apple pie paratha—crispy, flaky goodness with cinnamon-spiced apple sweetness on the inside, topped with vanilla ice cream, a hint of chocolate drizzle and mint. The result is not just a creative fusion but a smorgasbord of flavours, combining the warmth of an Indian tradition and the timelessness of a classic American dessert.
Fusion Food for a New Chai Consumer
If that’s what you are craving right now, you can visit any of the Ahmedabad-based Wagh Bakri Tea Group’s 50 tea lounges across India. The apple pie paratha is part of , the newly launched ‘Rock & Roll’ menu, perfectly paired with a steaming cup of chai.
“India is evolving as a tea-drinking nation, and chai lovers today are open to experimentation. From Irani chai and cutting chai to Kashmiri kahwa and even bubble tea, consumers are tasting and comparing flavours across our outlets,” Sanjay Singal, CEO of Wagh Bakri Tea Group, tells FE.
The idea is to create a curated tea experience that appeals to millennials and Gen Z consumers, who seek quality and ambience. “We’re bringing tea to the same level of aspirational value that coffee achieved through cafés,” Singal explains.
The menu is a reflection of this philosophy, offering not only traditional favourites like aloo pyaaz and paneer parathas but also experimental options such as Schezwan rolls, shawarma parathas, and now, the apple pie paratha, as part of the brand’s dessert offerings.
Quality, Consistency, and Aspiration
At Wagh Bakri, every cup of chai is freshly brewed, with careful attention to temperature, steeping time, and milk-to-water ratio. “Each city has its own chai personality and taste preferences. Delhi prefers toned milk, while Bengaluru loves full cream. And as young consumers move from roadside stalls to curated cafés, we are only redefining how India experiences its most beloved beverage,” adds Singal.
With an average tea cup priced between `129 and `209, the brand positions itself as a premium yet accessible experience. “We can’t compete with roadside chai in price, nor should we. Our value lies in quality, consistency, and the ambience we offer. A good cup of tea deserves the same respect, and pricing, as a good cup of coffee,” says Singal, whose company sees annual revenue growth in the range of 10-12%.
Wagh Bakri is one of a handful of tea brands to sell beyond grocery store counters and diversify into offline tea drinking experiences. The t-Lounge by Dilmah in Sri Lanka and Taj Mahal Tea House, owned by Hindustan Unilever in Mumbai, are among the other tea tasting brands to venture in the lounge space.
Meanwhile, the rise of tea lounges reflects India’s broader lifestyle evolution where concepts like all-day dining have become an urban trend. “Nashta (breakfast) is an Indian staple, and the beauty of Indian food lies in its balance and pairing. Chai and paratha offer both,” says celebrated chef Manjit Singh Gill, president of the Indian Federation of Culinary Associations. Gill, who is also associated with the Wagh Bakri Tea Group for the launch of food menus at their tea lounges, reminisces childhood treats like parathas sprinkled with gur (jaggery) or sugar, which inspired the apple pie paratha’s creation. “It’s nostalgia reinvented for the café generation,” he adds.
