Success story of Anubhav Dubey: The small town boy who came to Delhi to become an IAS officer but quit the UPSC dream to create a multi-crore business
Chai or tea is linked to many success stories in India. One such success story is of a small-town boy from Madhya Pradesh, who came to Delhi dreaming of cracking UPSC and becoming an IAS officer. But fate had something else in store for Anubhav Dubey.
Today, Dubey is the co-founder of a multi-crore company and created the famous brand Chai Sutta Bar. Here is his inspiring story.
1. Wanted to crack UPSC
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It was his parent’s dream that Anubhav should become an IAS officer. After completing his school education, he was sent to Delhi to study for UPSC exams. Away from home in the national capital, Anubhav put his head down and started to prepare for the tough exam. Then one day he got a phone call from his future co-founder.
2. Met his co-founder in school
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Hailing from Reva in MP, Dubey studied in his village till class 8 and completed the rest of his schooling in Indore. It was here that Anubhav met his future co-founder and dear friend Anand Nayak. When Anand called Anubhav in Delhi and proposed they start a business together, something clicked and the journey to launching Chai Sutta Bar began.
3. Started with borrowed furniture
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Working on an extremely low budget, soon the two co-founders realized they had no money for things like marketing, interior design and branding. They were able to design and establish the first outlet, adjacent to a hostel in Indore, with borrowed items from friends and second-hand furniture. With no money to print a banner, they picked up a worthless piece of wood and wrote the name “Chai Sutta Bar” by hand. The name and the theme resonated with youth.
4. Overcoming struggles and criticism
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The early days were tough and the two friends had to struggle a lot. Anubhav was ridiculed for leaving the IAS dream and deciding to sell tea. But soon the name became popular and customers gradually increased. Then local news picked up the success story. Finally, Anubhav and Anand had the support and confidence of friends and family.
5. From Rs 3 lakhs to 100 crores
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As per Anubhav, tea is the second most used product in India after water, which is proof of its business potential. Furthermore, due to high demand in the segment, a new business can be started without a lot of investment. In 2016, Anubhav and Anand started their business with a modest capital of Rs 3 lakh, opening their first shop in Indore. Today the brand has 165 outlets and 18 lakh customers across the country with a turnover of more than Rs 100 crore. Chai Sutta Bar also creates business opportunities for 250 potter families who make earthen cups or kulhads for their outlets. More than 100 people work in Anubhav’s team today, ranging from MBAs to engineers.
(Pics courtesy: Anubhav Dubey/ Instagram, chaisuttabar.blogspot.com)
