Brand website, store locator, and franchise enquiry
A brand website built for a 200+ outlet chai chain going global
Chai Churi didn't need a bigger menu page. It needed a website built for the size of business it had actually become, one that could carry a store locator, franchise enquiries, and a brand story credible enough for global expansion.
200+
outlets live
Across North India, with recent expansion into Jammu and Rajasthan.
60+
cities served
Domestic footprint spanning Punjab, Delhi, Haryana, Himachal Pradesh, Uttarakhand, and Uttar Pradesh.
20L+
customers served
Publicly stated lifetime customers served, per the live site.
6
countries live
USA, Canada, India, UK, Australia, and UAE.
01 / Context
What the brand was trying to change
Chai Churi had built genuine scale, 200+ outlets, 60+ cities, over a thousand staff, 20 lakh+ customers served, and a live presence across the USA, Canada, India, UK, Australia, and UAE, largely on the strength of product and word of mouth. The website needed to catch up to that scale.
A brand operating 200+ outlets across 60+ cities and six countries needed its website to do more than describe the menu. It had to help guests find their nearest outlet, help prospective franchisees start a conversation, and represent a Punjab-born brand credibly to an international audience.
02 / Diagnosis
The real constraint was operational clarity
The gap wasn't content, it was structure. A brand this size needs a store locator that actually helps a guest find their nearest kulhad chai, a franchise enquiry flow that captures serious leads instead of a generic contact form, and a menu and brand story that reads as confidently global as the business already is.
No store locator guests could actually use to find their nearest outlet
Franchise enquiries had nowhere structured to land
The site didn't read as credibly global as the business already was
Menu and brand content needed to work for a domestic and an international audience at once
03 / Workstreams
How the solution was structured
We built the brand website around three jobs: help a guest find and choose an outlet, help a prospective franchisee start a real conversation, and tell the brand's own story, Punjab-born chai culture built for global growth, with the visual confidence it had earned.
Workstream 1
Store locator
- City and region-based outlet search
- Built to scale past 200 listed outlets
- Consistent with the brand's visual identity
Workstream 2
Franchise enquiry flow
- A dedicated path for franchise interest, not a generic contact form
- Structured intake instead of an email address in the footer
- Built to route serious leads, not just collect them
Workstream 3
Brand and menu presentation
- Menu built around signature items like the kulhad chai and churis
- Brand story framed for both domestic and international visitors
- Careers and company information alongside the guest-facing site
04 / Evidence
What changed in the operating model
We built for the business Chai Churi already was
200+ outlets and six countries is not a starter-brand website problem. The site needed to carry that scale credibly from the first screen.
We treated franchise enquiries as a funnel, not a form field
At this scale, a generic contact page loses serious franchise leads. The enquiry flow needed to be a first-class part of the site.
We designed the locator for real use, not decoration
With outlets in 60+ cities, a store locator only earns its place if a guest can actually find the nearest one quickly.
Store discovery
Before
No structured locator
After
City and region-based search
Franchise enquiries
Before
Generic contact form
After
Dedicated enquiry flow
Brand presentation
Before
Domestic-only framing
After
Built for a global audience
05 / Impact
The result after the pilot
The site is live and in production use today, carrying the brand's menu, store locator, and franchise enquiry flow across its Indian and international markets. We don't have measured before and after numbers to report yet, and that's tracked as open work in our own documentation rather than glossed over here.
Store locator
Shipped and live
Guests can search by city and region across the full outlet network.
Franchise flow
Shipped and live
A structured enquiry path replaces the previous generic contact route.
6 countries
Represented on one site
USA, Canada, India, UK, Australia, and UAE presence carried by a single brand experience.
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