What Chai Walli does

Chai Walli Pty Ltd is an Australian artisan food and beverage company headquartered at a manufacturing warehouse in Kilsyth, Victoria, that handcrafts and sells authentic Indian masala chai blends and related products. Founded by Uppma Virdi — a first-generation Indian Australian former lawyer whose recipes descend from her grandfather, Ayurvedic doctor Dr Pritam Virdi — the company uses whole spices ground in-house and organic, fair-trade single-origin Assam black tea as its base. The core catalogue comprises the award-winning 11 Spice Chai (caffeinated and caffeine-free), Golden Chai (turmeric-based), Classic Punjabi Chai, Sticky Chai (honey-infused), Australian Native Masala Chai, Lemongrass Chai, Ayurvedic herbal teas, single-origin teas, a Turmeric Latte mix, jaggery sweetener, and chai accessories such as a stainless steel pot, strainer and storage tins. Non-SKU extensions include a chai-infused soap produced in collaboration with Lather & Bliss and discontinued candle and gift products.

The business operates a horizontal go-to-market across four channels: direct-to-consumer e-commerce on Shopify with subscription/auto-reorder mechanics, wholesale supply to cafes, restaurants and retailers (with Hub Australia as a featured stockist), events/catering for weddings, festivals and corporate functions, and paid Art of Chai workshops delivered in-person in Melbourne and Sydney and virtually via Zoom through the Class Bento marketplace. Pricing is unit-based in AUD with a 15% subscribe-and-save loyalty tier on the signature blends. Marketing is content-led, emphasising chai culture, Ayurvedic education, and brand storytelling via blog, YouTube, Instagram, Facebook, email newsletter, and earned media including SBS TV and Gourmet Traveller.

The company is privately held and bootstrapped with no disclosed institutional funding, parent entity, subsidiaries, M&A activity, or patents. Headcount is described as 1–10 employees led by the founder, with one explicitly named admin lead and warehouse blending/packing staff; the founder began a maternity leave in 2025. Gold Medal recognition at the Australian International Tea Expo Golden Leaf Awards in 2019 and a 4.9-star review average across 176 reviews on the signature blend signal brand traction despite the absence of disclosed revenue or unit volume data.

Name

Chai Walli

Legal name

Chai Walli Pty Ltd

Website

https://chaiwalli.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Chai Walli Pty Ltd is an Australian artisan tea company that handcrafts authentic Indian masala chai blends and Ayurvedic herbal teas, selling direct-to-consumer via Shopify, wholesale to cafes and retailers, and through workshops and event catering across Australia and virtually worldwide.

Ownership category

akta.pro rank

Product category

Specialty Tea and Beverages

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)

Keywords

• Artisanal masala chai
• Ayurvedic tea blends
• Chai wholesale supply
• Chai catering services
• Chai brewing workshops

Headquarters

HQ city

Kilsyth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Direct-to-consumer sales of chai blends, Ayurvedic herbal teas, chai accessories, and gift products through e-commerce storefront. One-time purchases and subscription options available.
2. Wholesale B2B: Wholesale supply to cafes, restaurants, retailers, and co-working spaces. Bulk ordering available for commercial food establishments.
3. Events & Catering: Chai bar services for weddings, festivals, corporate events, and yoga retreats. Revenue from pop-up Chai Bar experiences.
4. Workshops & Education: Art of Chai workshops conducted in-person in Melbourne and Sydney, and virtually via Zoom globally.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Chai Walli handcrafts and sells small-batch, Ayurvedic-inspired Indian masala chai blends and related tea products, including the award-winning 11 Spice Chai, Golden Chai, Classic Punjabi Cha, Sticky Chai, Australian Native Masala Chai and Lemongrass Chai, along with herbal teas, single origin teas, a Turmeric Latte mix, Jaggery sweetener, and traditional chai preparation tools. The company supplements product sales with chai brewing workshops (in-person and virtual), wholesale supply to cafes and retailers, and pop-up Chai Bar catering for events.

Product overview

Chai Walli is an Australian artisan food and beverage company specializing in authentic Indian masala chai blends and related products. The core offering consists of handcrafted masala chai blends including the award-winning 11 Spice Chai (available in caffeinated and caffeine-free variants), Golden Chai (turmeric-based, also caffeine-free), Classic Punjabi Cha, Sticky Chai (honey-infused), Australian Native Masala Chai, and Lemongrass Chai. The product portfolio extends to Ayurvedic herbal teas, single origin teas, and complementary products including the Turmeric Latte blend, Jaggery sweetener, and chai preparation tools (Stainless Steel Chai Pot, Chai Strainer, Chai Kettle, Storage Tins). Additional offerings include the Chai Soap (cold process soap with chai blend), gift kits (Mini Chai Sampler Pack, Chai Lovers Pack, Ultimate Chai Treats Pack), Art of Chai educational workshops (in-person and virtual), and wholesale/catering services for events. All chai blends are formulated by founder Uppma Virdi using Ayurvedic principles, feature whole spices ground fresh in-house, and use organic fair trade Assam tea as the base. Products are sold direct-to-consumer through their Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• 11 Spice Chai (signature blend) Signature award-winning masala chai blend made with organic, fair trade Assam black tea and 11 herbs and spices, including whole spices ground fresh in-house, Ceylon cinnamon and green cardamom. Gold Medal winner at the Australian International Tea Expo, Golden Leaf Awards 2019. Sold in 100g, 500g and 1kg sizes.
• 11 Spice Chai (Caffeine Free) Caffeine-free version of the signature 11 Spice Chai blend, containing only the 11 herbs and spices without tea leaves for a more Ayurvedic, therapeutic beverage.
• Golden Chai (Turmeric) Turmeric (haldi) based spicy chai blend handcrafted with organic turmeric chips, traditional Punjabi chai spices and high grade organic Assam black tea, designed for those who want a spicier, warming chai with cloves and ginger.
• Golden Chai (Caffeine Free) Caffeine-free version of the Golden Chai blend without tea leaves, offering the turmeric-spice profile as an herbal infusion.
• Classic Punjabi Chai Traditional Punjabi-style masala chai blend formulated by founder Uppma Virdi and launched in August 2021, capturing an authentic North Indian chai profile.
• Sticky Chai (Honey Chai) Honey-infused masala chai using the 11 Spice Chai as a base blended with local Australian honey; also referred to as Honey Chai, Fresh Chai or Wet Chai, introduced in 2020.
• Australian Native Masala Chai Masala chai blend incorporating Australian native ingredients such as wattleseed and lemon myrtle, pairing traditional Indian chai spices with native Australian botanicals.
• Lemongrass Chai Ayurvedic herbal chai inspired by a hot Bombay day, featuring lemongrass combined with traditional chai spices.
• Turmeric Latte Mix (Haldi Doodh) 100% caffeine-free, dairy-free, sugar-free and vegan turmeric-based latte blend adapted from authentic Indian Haldi Doodh (golden milk) using freshly ground spices such as fennel and ginger. Sold in 50g, 250g and 500g sizes.
• Ayurvedic Herbal Teas Range of caffeine-free herbal tea blends formulated using Ayurvedic principles inherited from founder's grandfather Dr Pritam Virdi, intended to balance Pitta, Vata and Kapha energies.
• Single Origin Teas Limited-edition single origin teas including Earl Grey, English Breakfast, Assam CTC Black Tea and Chai Walli Tasters, sourced directly from organic and fair trade farms.
• Jaggery (Natural Indian Sugar) Organic, unrefined natural Indian sweetener made from sugar cane, used traditionally as a sweetener for chai and in Ayurveda. Available in 100g, 500g and 1kg sizes.
• Stainless Steel Chai Pot 1.25L Traditional stovetop chai brewing pot with 1.25L capacity, lightweight with a no-spill pouring edge, designed for the traditional double-brew method (not induction compatible).
• Chai Strainer Traditional stainless steel chai strainer sourced from India, designed to fit Chai Walli glasses, kettles and standard cups for straining chai.
• Chai Kettle Traditional Indian-style kettle used for chai preparation and serving.
• Chai Making Kit Complete starter kit for brewing traditional chai at home, bundling the essential tools for stovetop chai preparation.
• White Storage Tea Tin White matte finish storage tin with airtight lid for keeping chai and loose leaf teas fresh; square design fits up to 500g of chai.
• Mini Chai Sampler Pack Entry-level sampler pack containing one 50g pouch of 11 Spice Chai and one 35g pouch of Caffeine Free 11 Spice Chai, designed to let new customers try Chai Walli's masala chai at home.
• Chai Soap (with Lather & Bliss) All-natural, chai-infused cold process soap bar co-created with Sydney-based small business Lather & Bliss using Chai Walli's 11 Spice Chai blend, with added coconut milk. Vegan, paraben-free, palm oil-free, detergent-free and cruelty-free.
• Art of Chai Workshops Educational workshops (in-person in Melbourne and Sydney, and virtual via Zoom globally, hosted on Class Bento) teaching authentic chai preparation, brewing techniques, spice knowledge and Ayurvedic chai culture.
• Chai Bar Catering Services Pop-up Chai Bar catering for weddings, festivals, corporate events, yoga retreats and birthday parties, with customised setup available via enquiry.
• Wholesale Program Wholesale supply of Chai Walli chai products to cafes, restaurants, retailers and bulk food stores, with international wholesale available subject to freight logistics via the wholesale enquiry portal.

Quantifiable outcome

• 176 reviews for signature 11 Spice Chai blend with 4.9-star rating
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Hub AustraliacoreChannel Partner/ Reseller/ DistributorHub Australia is one of Chai Walli's biggest stockists, serving chai beverages to members in their co-working clubhouses. The partnership involves supplying wholesale chai products for their cafes, with dirty chais and chai lattes being popular items among members.
• Lather & BlissminorStrategic or Co-development PartnerCollaboration with Lather & Bliss, a female-led small business based in Redfern, Sydney, to create chai-infused natural soap products. Lather & Bliss manufactures handcrafted soaps using Chai Walli's 11 Spice Chai blend.
• Class BentominorGTM or Marketing PartnerPartnership with Class Bento for hosting Art of Chai workshops. Workshops available in-person in Melbourne and virtually via Zoom globally through the Class Bento platform.
• Summer Hill HoneyminorOthersSupplier of locally made honey stocked alongside Chai Walli products. Complementary product for chai brewing, particularly for Sticky Chai variations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vahdam Teas: India-origin premium tea brand with strong DTC model, direct-sourcing narrative, and modern chai/masala blends. Comparable in authentic sourcing story, premium positioning, and global e-commerce reach.
• The Tea Centre: Australian specialty tea retailer/wholesaler with extensive loose-leaf tea catalogue including chai blends and single-origin offerings. Directly comparable in distribution model (wholesale + retail) and product category focus.
• Prana Chai: Australian artisan chai brand offering small-batch, authentic masala chai blends with similar wholesale-to-cafe and DTC model. Closest direct competitor, also targeting Australian cafes and chai enthusiasts.

Emerging players

• Teapigs: UK-based premium tea brand with strong DTC and cafe wholesale presence, including chai and matcha offerings. Comparable in premium positioning, content-driven brand storytelling, and café channel strategy.
• Adagio Teas: Online-first specialty tea retailer offering loose-leaf teas, chai blends, and single-origin sourcing. Comparable in DTC e-commerce model, education-led content, and direct sourcing story.

Broad incumbents

• T2 Tea: Large Australian premium tea brand with extensive retail footprint, broad tea portfolio including chai blends, and global wholesale presence. Broader incumbent in specialty tea with overlapping chai offerings.
• The Republic of Tea: US-based premium tea brand with broad portfolio including chai, herbal, and wellness teas distributed through DTC, retail, and foodservice. Comparable in premium positioning, broad product line, and multi-channel distribution.
• Lupicia: Australian-Japanese specialty tea retailer offering premium loose-leaf teas and chai blends. Comparable in premium positioning, retail/wholesale distribution, and target customer (specialty tea drinkers).
• Twinings: Global heritage tea brand with extensive chai and herbal tea portfolio, distributed across retail, wholesale, and foodservice worldwide. Comparable as a benchmark for what scaled tea-brand distribution looks like and as a competitive incumbent in the chai category.

Regional players

• Davidson's Tea: US-based specialty tea company with wholesale, retail, and private-label operations including chai blends. Comparable in B2B wholesale model and tea product portfolio, though primarily US-focused.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCJ1UedUe6WdH-9OFMj-2aYg
• Facebookfacebook.com/chaiwalli
• Instagraminstagram.com/chai_walli
• Xx.com/chai_walli
• LinkedInlinkedin.com/company/chai-walli---australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Chai Walli