Tea has become one of the go-to beverages in day-to-day lives and today it is the second largest consumed beverage across the world after Water! With this ever-expanding love for Tea, people are now searching for better quality, better taste, new flavors, and an emotional connection with the brand to which they are loyal. The price sensitivity to purchase ratio is no longer what it was in the 1990s. In comparison to previous years, the Indian consumer today looks at many other aspects apart from the price while making the decision to purchase, with quality being one of the foremost. As a result, only those companies who maintain quality with consistency can be considered Sustainable leaders.
In addition to being true to quality, there are several other challenges that organizations are now required to be able to navigate successfully if they wish to reach the top. These are challenges of strong distribution, making the product available across multiple platforms and most importantly the challenge of making consistent, repeat SALES. Control over Supply-Chain is therefore, key to Success. This is precisely what Cherise has achieved through its sizeable investments in Smart Vending Technology. The TAPRI vending machines are designed and manufactured by Cherise.
The company has invested significant amounts of resources in creating its own proprietary IoT platform, its own chipset, and hardware designs using advanced mechatronics which today run their Smart Vending Eco-System. The Cherise TAPRI smart vending machines are IoT & Android-based, completely contact-less, fully synced with all the leading fin-tech wallets of India, and provide a host of features like RFID, and NFC card usage, and can dispense upto 3,500 cups of Teas, Coffees, Milk, Soups in a day.
A unique aspect of Cherise is the fact that they manufacture both the Smart Vending Machines as well as the Teas, Coffees, Milk, Soups, everything under their own Brands! This ensures complete control of the entire supply chain right from Farms all the way to the Consumers’ cups.
“We have done in-depth market research on customer preferences, water compositions pan India, how this affects
the taste post beverage making, a deep study on the variety of packaging technology, hygienic manufacturing, and most importantly we have invested heavily in deep IoT technology and advanced mechatronics to create an inclusive and proprietary Smart Vending Platform, which is designed to promote only our brands”, explains Parimal Shah, the
Founder of Cherise (India) Pvt Ltd. “By way of our expertise in Ingredient science and IoT technology, we aim to deliver atruly farm-to-cup experience and deliver Cherishable moments on demand for our customers!”, he adds.
Complete Infrastructure
Cherise aims to lead the industry in terms of manufacturing, beverage taste, technology, strong supply chain, and after-sales service. It offers a complete 360-degree one-stop solution for non-alcoholic beverage consumption across India through its expertise in ingredient science and deep technology. Cherise Tapri focuses on providing authentic Indian flavors from across the country through its wide variety of products such as the Mumbai Masala Chai, Delhi Adhrak Chai, and Calcutta Elaichi Chai, Gujrati Haldi Doodh, and more.
Cherise, as a concept, can be considered as a beautiful fusion of a farmer’s soul along with an engineer’s art! The company is all about bringing “cherishable moments, ondemand”, via its world-class beverages and technology
Cherise has been manufacturing and selling these delicious, healthy, farm-fresh beverages through its State-of-the-art IoT & AIenabled vending ecosystemas well as through the retail markets. “The key to a successful business is strong CX – customer experience and at Cherise, we have harnessed World-Class technology and are working to provide a par-excellence user experience for our customers, on-demand, and because we control the supply of ingredients from farm level, we are able to sell our farm fresh beverages and interact with the end-consumers directly through our smart vending ecosystem,” highlights Parimal.
The Legacy
“Cherise is associated with MK Jokai, which is a legacy family business of Tea farmers who are experts in Tea cultivation and manufacture and control thousands of hectares of farmlands in Assam and West Bengal. Cherise, as a concept, can be considered as a beautiful fusion of a Farmer’s soul along with an Engineer's Art! Today, Cherise is one of India's most advanced and hygienic Farm-to-Cup ecosystems. The vision for Cherise is to become one of the World’s largest, truly farm-to-cup beverage ecosystems”, he concludes.
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