Amuleek Bijral’s story is an inspiring story. He is the founder of Chai Point, which was started in April 2010 in Bengaluru, India. As of 2025, Chai Point is valued at approximately $160 million. The company serves more than 400,000 cups of tea every day across India through its retail stores, dispensers, and delivery network. Chai Point reimagined how Indians consume tea by blending technology, sustainability, and convenience into the country’s most beloved beverage experience.
Basic Details
| Origin Country | India |
| Legal Name | Mountain Trail Foods Pvt. Ltd. |
| Brand | Chai Point |
| Founder | Amuleek Singh Bijral |
| CEO | Amuleek Singh Bijral |
| Industry | Food & Beverage |
| Website | www.chaipoint.com |
| Year of Founding | April 2010 |
| Valuation | ~$160 million (as of 2025) |
| Employees | 1,200+ (as of 2025) |
| Headquarters | Bengaluru, Karnataka, India |
| Status | Active |
FOUNDER OVERVIEW: AMULEEK SINGH BIJRAL
➤ Net Worth (2025)
Amuleek Bijral’s estimated net worth in 2025 is between $20–25 million USD. This is primarily based on his equity in Chai Point and earnings as its founder and CEO.
➤ Ownership in Company
He holds a significant minority stake in Chai Point, maintaining strategic control despite external funding from firms like Eight Roads Ventures, DSG Consumer Partners, and Saama Capital.
Amuleek takes a market-aligned salary and follows a value-driven financial philosophy, focusing on reinvestment, sustainability, and disciplined growth.
➤ Ventures Founded
As of 2025, Chai Point is his only venture. He has fully dedicated himself to scaling the brand across India.
➤ Investments
Amuleek is not publicly known as an active investor. No official startup investments have been disclosed.
➤ Recognition & Awards
- ET Now Startup Awards – Food & Beverage Entrepreneur of the Year (2018)
- CNBC Young Business Leader Nominee (2019)
- YourStory’s Mobile CEO of the Year (2021)
- IIM Ahmedabad Distinguished Alumni Award for Innovation (2023)
PERSONAL STORY: AMULEEK BIJRAL
Amuleek Singh Bijral was born in 1976 in Jammu, in the union territory of Jammu & Kashmir, India. Raised in a middle-class Punjabi household, his upbringing was deeply rooted in discipline, education, and cultural values. His father served in the Indian Army, and his mother managed the household, instilling resilience and humility in the family.
As a child, Amuleek was intellectually curious and disciplined, growing up amidst scenic hills and strict academic routines. The values of hard work, clarity of purpose, and integrity were planted early on. His teenage years were shaped by a mix of academic ambition and quiet introspection, influenced by his father’s postings across India.
After completing his early schooling in Jammu, Amuleek pursued electrical engineering at Punjab Engineering College (PEC), Chandigarh. During his years at PEC, he developed an analytical mindset and an interest in systems thinking. Yet, it was his decision to pursue an MBA at Harvard Business School that would become the turning point in his professional journey.
Between his engineering and MBA, he worked for several years in the IT industry, holding leadership roles at Microsoft and Honeywell. These years exposed him to global business practices and the power of scalable technology. However, a constant sense of wanting to create something of his own kept pulling at him.
While studying at Harvard, Amuleek noticed how coffee culture dominated American campuses. That contrast with India’s chai culture sparked a realization: in India, tea is not just a drink — it’s an emotion. Yet, there was no organized, scalable brand offering a clean, modern chai experience. This insight stayed with him.
Balancing a demanding MBA curriculum, Amuleek quietly built the blueprint for Chai Point. His decision to return to India instead of pursuing high-paying corporate roles abroad shocked many, but for him, it was the beginning of his purpose-driven journey.
Personally, Amuleek values simplicity, family, and mindfulness. His life philosophy revolves around solving real problems, staying grounded, and serving people through business. While entrepreneurship brought financial and social success, his biggest reward has been building a brand that respects Indian culture and solves an everyday need.
FOUNDING STORY: CHAI POINT
Inspiration Behind the Idea
The inspiration behind Chai Point came from a simple yet powerful observation. While studying at Harvard Business School, Amuleek noticed the dominance of organized coffee chains in the U.S. But in India, despite tea being the nation’s most consumed beverage, it was largely unorganized, inconsistent, and unhygienic. The emotional, cultural, and daily significance of chai in India lacked a worthy platform.
He envisioned a brand that would give Indians access to hygienic, tasty, affordable tea — anywhere, anytime — delivered with technology and care. In April 2010, Amuleek returned to Bengaluru and officially launched Chai Point with this vision.
Founding Team
Chai Point’s initial team consisted of a few trusted friends, junior employees, and operations specialists. Amuleek led product design, store experience, and technology integration. His background in tech and global operations helped him create a startup that didn’t just sell tea — it delivered a seamless brand experience. Though there was no formal co-founder, early employees who shared his belief played crucial roles in building the foundation.
Capital
Amuleek initially bootstrapped the business using personal savings and a modest family contribution. He invested in one small retail outlet in Bengaluru’s IT corridor. Early risks included giving up a high-paying job, convincing vendors to trust an unproven concept, and creating backend systems to ensure quality at scale. His Harvard background helped attract early angel investors who believed in the idea.
Challenges
The early years were anything but easy. Hiring trustworthy staff, standardizing tea preparation, handling real estate hurdles, and educating customers on a new format of tea retail were daily challenges. Logistics of hot beverage delivery and building supply chains for fresh milk, tea leaves, and packaging strained resources. Yet, Amuleek’s resilience and systems-oriented thinking helped navigate these issues.
Breakthrough
The big breakthrough came when Chai Point introduced its “Heat Retaining Flask Delivery” for corporate orders. IT companies and offices quickly became repeat customers. Later, the launch of IoT-enabled “Vending-as-a-Service” machines known as SHARK further propelled B2B growth. By blending tradition with tech, Chai Point earned credibility — and customer loyalty.
COMPANY PROFILE: CHAI POINT
Chai Point is India’s leading omnichannel tea brand offering freshly brewed chai through retail outlets, delivery, and IoT-powered dispensers. It caters to both individual consumers and corporate offices, providing convenience without compromising quality. Whether it’s a hot chai at a café or a flask delivered to your desk — Chai Point makes India’s favourite drink more accessible.
Area Served
- India – Pan-India presence: Chai Point operates in 8+ Indian cities including Bengaluru, Delhi, Mumbai, Hyderabad, and Pune through stores, delivery kitchens, and corporate vending machines.
Vision and Mission
- Vision: To become the preferred beverage brand for working India by modernizing the tea experience.
- Mission: To deliver a clean, consistent, and convenient cup of chai anytime, anywhere — powered by technology, sustainability, and Indian roots.
Services / Products Offered
- Retail Cafés: Chai and snack outlets in prime urban locations.
- Delivery (Chai-on-Call): Flask-based hot tea delivery service.
- SHARK Vending Machines: IoT-based tea & coffee dispensers for offices.
- Packaged Beverages: Bottled iced teas and ready-to-drink formats in retail stores.
- Snacks & Accompaniments: Biscuits, samosas, poha, cookies designed to pair with tea.
Business Model
- B2C: Direct-to-customer retail and delivery via app and stores.
- B2B: Smart vending solutions for enterprises with subscription or leasing models.
Revenue Model (In Detail)
- Retail Sales: Revenue from in-store purchases across outlets.
- Online Delivery: Orders via Chai Point app and food delivery partners.
- Corporate Vending: Recurring revenue from machines leased to companies.
- Packaged Goods: Sales through retail chains and convenience stores.
- Private Label & Licensing: Emerging segment through FMCG partners.
Market Landscape (with Competitors)
India’s F&B and beverage retail is growing rapidly, with a focus on health, convenience, and affordability. Chai Point competes with:
- Chaayos – Urban competitor with focus on customizations.
- Starbucks India – Premium coffee house experience.
- Cafe Coffee Day (CCD) – Legacy competitor with tea offerings.
- Tata Starbucks Vending – Expanding in corporate beverage space.
- Local Tea Vendors – Massive unorganized competition offering low-cost tea.
Unique Selling Proposition (USP)
Chai Point stands out for its blend of tech and tradition — delivering clean, freshly brewed chai via sustainable packaging and IoT-led machines, something unmatched in the Indian beverage space.
Growth Highlights
- 2010: First store opened in Bengaluru
- 2015: Launch of flask-based delivery “Chai-on-Call”
- 2017: Rollout of SHARK vending machines
- 2019: Crossed 1 million monthly customers
- 2021: Launched packaged beverage segment
- 2023: Expanded to Tier-2 cities and airports
Funding and Investment
- 2011–2019: Raised approx. $45 million across Series A to Series C
- Investors: Eight Roads Ventures, DSG Consumer Partners, Saama Capital
- Use of Funds: Expansion, tech development, packaging, supply chain
Awards and Achievements
- Best F&B Startup – ET Startup Awards (2018)
- Smart Beverage Dispenser Innovation Award (2020)
- Sustainable Packaging Recognition – FICCI (2022)
Team Size & Culture
With over 1,200 employees across India, Chai Point promotes a mission-driven, humble, and efficient culture. Amuleek encourages innovation, learning from failures, and valuing frontline employees as brand ambassadors.
Future Plans
- Expand SHARK vending machines to hospitals and colleges
- Enter Middle Eastern markets with Indian expat focus
- Launch low-sugar and ayurvedic tea blends
- Strengthen AI-led predictive logistics for fresh supply chain
CONCLUSION
“I always believed India’s national drink deserved more respect.” — Amuleek Singh Bijral, from a Founder Talk interview
Amuleek Bijral’s journey is a story of turning simplicity into scale — of building a tea empire not through hype, but through hygiene, heart, and hard work. His story shows that even in a crowded market, clarity of purpose and excellence in execution can build trust. Chai Point is more than a business — it’s a reminder that with vision, discipline, and cultural alignment, a cup of chai can become a nationwide movement.
