With evolving consumer preferences, Wagh Bakri launches fusion food menu

Blending tradition with innovation at Tea Lounges

Wagh Bakri Tea Group has launched a new ‘Rock and Roll’ fusion food menu at its tea lounges, seeking to target evolving preferences of consumers.

Wagh Bakri Tea Group, an Ahmedabad-based tea manufacturing and retailing company, has unveiled a refreshed menu for its Tea Lounges, with the objective to make its outlets ‘a comfort space’ for its customers.

The new menu, called “Rock and Roll” fusion food menu, was launched by Sanjay Singal, Chief Executive Officer (CEO) of Wagh Bakri Tea Group, and Manjit Singh Gill, a renowned chef and the President of the Indian Federation of Culinary Associations, at an event held recently in New Delhi.

Speaking on the occasion, Singal emphasised that the newly launched menu aims to make the company’s tea lounges a true comfort space for guests.

Also read: The Chai Story of India

‘“Rock and Roll’ brings together legacy and youthful energy. Our menu aims at making our lounges a space where our guests can enjoy the modern flavours without losing the warmth of the moments over shared chai. We want this young generation to try out new things and have a new experience,” Singal said.

Highlighting the cultural significance of tea in India, Gill reflected on the beverage’s historical and emotional role in society.

“The story of chai in India is very different. We have evolved with a philosophical and historical culture, and this is what makes us so connected to the beverage,” Gill said.

Founded in Gujarat in 1892, Wagh Bakri has now become one of the most popular names in the Indian beverage industry.

According to Singhal, the “Rock and Roll” menu is, in essence, a tribute to the nation’s local culinary warmth while embracing café-style experimentation.

While the brand continues to see consistent footfall across its tea lounges, Singal acknowledged that delivery-based sales remain an area for growth. “Considering the increasing trend of home deliveries across India, the company is working towards improving its presence in this segment,’’ he added. He clarified that the company  was not currently looking at expansion of its Tea Lounges outside India.

“For now, we want to focus on maintaining our business consistency and also the food standards. So while the Indian diaspora has requested us to open our lounges in several countries, we do not have it in the future vision for now,” Singal told Media India Group on the sidelines of the launch event.

He added that the new menu had already been introduced in Ahmedabad, where it received a promising response. 

“We did launch the menu in Ahmedabad also, and we saw a good response. However, when noticed, we realised that people want more options apart than just the breakfast fusion menu. We also noticed that a lot of youngsters who came ordered in our paranthas in nostalgia,” Singal said.

The “Rock and Roll” menu aims to redefine the café dining experience in India. 

According to Singhal and Gill, among the standout dishes in the menu is the Apple Pie Parantha, served warm with a scoop of ice cream a delightful dessert that embodies both home-style comfort and an Instagram-ready visual appeal. 

Each dish on the menu represents a fusion of familiar Indian flavours with modern presentation and creativity, making the experience both comforting and exciting for diners, they added.