When Chai Met Toast

What When Chai Met Toast does

When Chai Met Toast is a privately held Indian indie pop quartet based in Kerala, comprising Ashwin Gopakumar, Achyuth Jaigopal, Palee Francis, and Pai Sailesh, who met in the music circles of Kerala. The band debuted in 2017 with the EP 'Joy of Little Things', followed by the EP 'Believe' in 2018, the full-length album 'When We Feel Young' in 2021, and the London-recorded EP 'LYTS' in 2023. Their stated sound is a blend of indie folk and alternative rock, and they describe their creative purpose as 'four brown boys trying to spread our little personal stories to the world with our music.' They are positioned as genre pioneers in India's indie music scene and report a worldwide listener base in the millions, with sold-out tours across the UK and US and marquee international performances including Singapore Grand Prix 2022 and Expo 2020 Dubai.

The band's revenue is generated through three streams: live performances and touring (the dominant stream, encompassing Indian festival headline slots and international tour dates), merchandise sales (apparel such as the Yellow Paper Daisy T-Shirt sold direct-to-consumer via a Shopify storefront at shop.whenchaimettoast.com), and music streaming royalties from their four-release catalog distributed on major streaming platforms. Live performance is the go-to-market motion, executed through a combination of direct management (Kishan John for India and Rest of World) and specialized booking agencies: Team Wass (Tom Windish) for North and South America and Midnight Mango (Rich Quarterman) for UK and Ireland. No external investment, parent company, or holding structure is disclosed; the band is owned and operated by its four members with a small support team (headcount ~6). Pricing is not publicly disclosed for any revenue stream, and there are no products or features involving proprietary technology.

Name

When Chai Met Toast

Legal name

When Chai Met Toast

Website

https://whenchaimettoast.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

When Chai Met Toast is an Indian indie folk/alternative rock quartet from Kerala that produces original music, tours internationally (India, UK, US, Singapore, Dubai), and sells merchandise, serving global fans of indie music and festival/event promoters.

Ownership category

akta.pro rank

Product category

Independent Music / Live Entertainment

NAICS

Musical Groups and Artists (711130)

akta.pro primary industry

Live Music Venues & Concert Bars (THAFAEAD)

Keywords

• Indie pop music
• Live music performances
• Music album releases
• Band merchandise sales
• Concert touring services

Headquarters

HQ city

Not specified

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Live Performances & Touring: Revenue generated from live concert performances at festivals, headline shows, and international tour dates across India, UK, US, Singapore, and Dubai.
2. Merchandise Sales: Sale of band merchandise including apparel items like t-shirts through their online store.
3. Music Streaming: Revenue from music streaming platforms including their discography: EP 'Joy of Little Things' (2017), EP 'Believe' (2018), album 'When We Feel Young' (2021), and EP 'LYTS' recorded in London.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

When Chai Met Toast is an Indian indie pop/folk/alternative rock quartet that produces original recorded music (EPs and full-length album) and delivers live concert performances at festivals and touring events worldwide. Revenue is generated from concert booking fees, merchandise (apparel) sales through an online store, and royalties from music distributed on streaming platforms.

Product overview

When Chai Met Toast is an Indian pop band (quartet) whose product offerings center on original music releases and live performances. Their discography includes four music releases: three EPs ('Joy of Little Things' 2017, 'Believe' 2018, and 'LYTS' 2023) and one full-length album ('When We Feel Young' 2021). The band also offers merchandise (apparel) through their online store and live performance services at festivals and tours globally. Music videos are available through their video platform. The band's sound blends indie folk and alternative rock, with performances spanning Indian festivals, Singapore Grand Prix 2022, Expo 2020 Dubai, and sold-out UK and US tours.

Differentiator

Problem solved

Functional benefit

Products and services

• Joy of Little Things EP Debut EP released by the band in 2017 that launched the quartet and introduced their indie folk/alternative rock sound to listeners.
• Believe EP Sophomore EP released in 2018 that established the band as genre pioneers in India's indie music scene.
• When We Feel Young Album First full-length album released in 2021 that significantly expanded the band's global listener base.
• LYTS EP Third EP recorded in London with producer Richard Wilkinson, exploring themes of love and heartbreak.
• Live Performances Live music performances at Indian festivals and international events including the Singapore Grand Prix 2022 and Expo 2020 Dubai, plus sold-out tours across the UK and US.
• Band Merchandise Band-branded merchandise including apparel such as the Yellow Paper Daisy T-Shirt, sold directly to consumers through the band's online Shopify store.

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Team WasscoreChannel Partner/ Reseller/ DistributorTeam Wass agency handles bookings for When Chai Met Toast in North America and South America. Contact: Tom Windish ([email protected])
• Midnight MangocoreChannel Partner/ Reseller/ DistributorMidnight Mango agency manages bookings for When Chai Met Toast in UK and Ireland. Contact: Rich Quarterman ([email protected])

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• The Local Train: Indian indie rock band with mass streaming following and live touring across India. Comparable as a domestic Indian indie rock act with similar band-format monetization across live, streaming, and merch.
• Thaikkudam Bridge: Indian music collective/band known for large-scale live shows and festival headlining. Comparable in band-driven live performance monetization and pan-Indian audience base.
• Prateek Kuhad: Indian indie folk/rock singer-songwriter with global touring, sold-out shows in the US/UK, and a similar cross-border India-to-world positioning. Closest comparable artist in scale, genre, and international trajectory.
• Anuv Jain: Indian indie folk/pop artist with strong streaming numbers and growing global audience. Directly comparable as a South Asian indie act monetizing the same live-plus-streaming model.
• Parekh & Singh: Indian indie electronic/pop duo releasing original catalog and touring. Comparable in band format, indie label independence, and India-rooted brand identity.
• Masala Coffee: South Indian indie band with strong regional touring and festival presence from Kerala. Comparable in regional origin, band format, and indie live-event monetization.
• Easy Wanderlings: Indian indie folk/pop band with festival appearances and original catalog. Comparable in genre, multi-member band structure, and India-based live touring model.
• Skrat: Indian indie rock band with international touring and festival circuit exposure. Comparable in genre, band format, and live-driven indie positioning.

Broad incumbents

• The Lumineers: Established American folk/indie rock band with global arena-level touring and multi-platinum catalog. Comparable in folk/indie rock genre and live-tour-driven model, but at materially larger scale and label-backed reach.
• Bombay Bicycle Club: UK indie rock band with extensive festival circuit and international touring history. Comparable in indie rock genre, band format, and festival/sold-out venue touring strategy, though more established in Western markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/when-chai-met-toast

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about When Chai Met Toast