Ever seen a monkey with a gun on a carpet? Or ordered “meri wali chai” brewed by a robot? Welcome to the world of retail rebels who turned rugs, books, and brews into cult experiences
Behind every soft rug, strong brew, or the comforting scent of a fresh book is a retail visionary who dared to ask: “Why not?” Why not sell handcrafted carpets in a country where people fear dust?
Why not build a national chai chain when every Indian already has a favorite brew at home?
Why not double down on bookstores when everyone says print is dead?
This is the story of three unconventional entrepreneurs who challenged clichés, defied logic, and tapped into what truly moves the new Indian consumer.
It’s about shaking up traditions, shaping aspirations, and sipping their way through skepticism—with strategy, soul, and a healthy dose of jugaad.
The Infinite Shift in What India Wants
What do a carpet entrepreneur, a tea revolutionary, and a bookshop believer have in common?
At first glance, not much. One sells handmade rugs crafted by 40,000 artisans. One brews 30 customisable kinds of tea with a robotic assist. One is opening bookstores in a digital-first world.
But bring them together on one stage at PRC 2025—and you get a compelling crash course in what’s really moving the new Indian consumer.
Moderated with charm and industry insight by Kumar Nitesh, CEO – AJIO Business & Trend Footwear at Reliance Retail, this trio decoded the art of thriving in categories that conventional wisdom wrote off. What emerged was a refreshing session on vision, values, and how India buys with its heart (and often its memory).
1. Turning Carpets into Conversation Starters
Yogesh Chaudhary, Director, Jaipur Rugs, isn’t just selling floor décor—he’s building a category from the ground up. Literally.
When he wanted to launch his carpet brand in India, friends said, “India mein kaun kharidega carpet? Bohot dust hoti hai.” Even architects weren’t using rugs in luxury homes.
But Yogesh saw a storytelling opportunity. And he made the product cool.
From collaborating with Gauri Khan and launching collections in Paris to getting 60 carpets into one home for a photoshoot (only 15 came back!), his approach was simple: reframe carpets from utility to art.
And then came Manchaha, a brilliant initiative where over 40,000 artisans (90% women) are empowered to design freely. One wove her husband’s phone number into the carpet. Another included a monkey with a gun. “When someone visits your home and you say, ‘This was made by Manju Devi and it tells her Diwali story,’ that’s not a carpet—that’s a conversation.”
2. Brewing Loyalty, One ‘Meri Wali Chai’ at a Time
Raghav Verma, Co-founder of Chaayos, turned India’s most comforting drink into a tech-powered, customisable, and wildly scalable retail format.
The insight? For every cup of coffee consumed in India, there are 30 cups of chai. Yet, in 2012, there was no chai café culture.
And every Indian has their quirks: “Zyada doodh wali, kam elaichi wali, kadak wali, meri wali.” Instead of dumbing down the SKUs, Raghav bet on tech—customisation at scale using chai-making robots and in-house hardware.
Today, Chaayos has 200+ stores and 40% of its business is delivery, with 80% of that coming from people’s homes. Even on Sundays. “Because cook nahin aata,” quipped moderator Nitesh, “and husband ko banana padta hai.”
Raghav’s superpower? Pairing chai with fresh, regional snacks—from vada pav to matar kulcha—delivered with consistency and comfort.
3. Betting on Books (And Making It Work Offline)
Aakash Gupta, MD & CEO of Crossword Bookstores, defies every prediction of print’s doom in a digital-first world.
A former franchisee who bought the parent company, Aakash has scaled Crossword from 50 to 126 stores, with the first international one opening soon in Dubai.
Why does it work?
Because reading isn’t dying. In fact, he says it’s booming—especially post-COVID. And bookstores offer something Amazon never can: a sensory escape. “You walk in, smell the paper, sip coffee, bump into a fellow reader. You discover something you didn’t know you wanted.”
Bookstores, he says, are not just about books. They’re a place, a vibe, a pause from screens.
Also? They’re profitable. “Retail is just pure economics and detail orientation. You can’t wing it.”
What Moves the New Indian Consumer?
1. Storytelling Is the New Advertising
Whether it’s the journey of a carpet or the aroma of chai, consumers now buy emotion as much as utility.
2. Experience Matters More Than Ever
Crossword isn’t just a bookstore. It’s a sanctuary. Jaipur Rugs isn’t just a floor solution—it’s a cultural artefact. Chaayos isn’t about tea. It’s about your tea.
3. Digital Adds, It Doesn’t Replace
From VR-enabled carpet placement tools to chai-ordering apps, tech enhances—not replaces—the core experience.
4. Customisation at Scale is the New Cool
“Meri wali chai” isn’t a slogan—it’s a product model. Personalisation is no longer a luxury. It’s the expectation.
5. Passion is Profitable
Each of these businesses is run by people who love their category. And it shows. As Aakash put it: “Bookstores can’t be run by corporate suits. They need passion.”
The Third Space: A Place Beyond Home and Office
One of the best insights came from a spontaneous back-and-forth between Kumar Nitesh and the panellists: India needs more ‘third spaces’—places outside of home and work where people can just… be.
Whether it’s sipping tea, reading books, or choosing rugs for a new home—these are experiences that build habit, loyalty, and brand love. Maybe even community.
The Big Finish: Consumer Desires Are Evolving—Are You Listening?
The session ended on a light note—with everyone laughing about offering free books with rugs and swapping tea for paratha.
But the underlying truth was loud and clear:
India’s new consumers want what feels real. They seek meaning, identity, and comfort in what they buy—and how they buy it.
So if your brand isn’t adapting, experimenting, or storytelling?
You might just be a cardboard box in a world craving connection.
Click the tab in the image below to enjoy the full conversation with these trendsetting retail pioneers. Trust us—it’s worth the sip.
