Food consulting firm Secret Ingredient has partnered strategically with the Dalmia Gold Tea Group to grow their popular Pekoe Café brand across India. This collaboration seeks to introduce Pekoe’s unique tea experience to cities nationwide, building on its success in Patna and Siliguri.
Secret Ingredient will lead the expansion effort, leveraging its expertise in restaurant concept development and operational strategy. According to a Secret Ingredient release, the firm’s comprehensive approach will ensure that each new Pekoe outlet maintains brand consistency while adapting to local preferences.
Nikita Dalmia, co-founder of Pekoe Cafe, said, “Pekoe is a vibrant celebration of India’s love for Chai Tapri and street food culture, reimagined with a touch of sophistication. We are on a mission to popularise Indian-Tapri culture along with quality teas from the House of Dalmia Gold, in a more contemporary and refined setting. Going forward, we see it as a unique proposition in the Indian café market, and we want someone who understands this differentiated concept while enhancing the brand value. Therefore, the Secret Ingredient team looks like an ideal fit to take its growth across India”.
Pekoe Café offers a diverse menu of Indian snacks that perfectly complement its tea selections. With its unique and comfortable interiors, the café creates a welcoming atmosphere for customers. Despite providing an exceptional experience, Pekoe Café keeps its prices affordable, ensuring accessibility for a broad audience of tea lovers.
Kula Naidu, director of Secret Ingredient, stated, “We have partnered with the Dalmia Gold Tea Group to bring the Pekoe café experience to more cities. Our team will work diligently to preserve the Brand’s essence while tailoring each location to resonate with local tastes and culture.”
Sid Mathur, director at Secret Ingredient, added, “Pekoe has already captured the hearts of tea enthusiasts in Patna and Siliguri. As we expand, we’re committed to delivering a seamless and elevated experience that will delight customers across India.”
The expansion plan targets multiple cities across India, building upon Pekoe’s current locations in Patna and Siliguri. Secret Ingredient has outlined a phased rollout over the next year, focusing on key areas to ensure success. These include comprehensive market research and strategic location selection, creating inviting interior designs and ambiences that reflect the Pekoe brand, developing and localising menus to cater to regional tastes, and implementing rigorous staff training programs to maintain operational excellence across all new outlets.
