In the vibrant Tier-2 cities of India- Belgaum, Kolhapur, Sangli, Satara new ritual is taking root. The Tea Toast Co. (TTTC), a homegrown café chain from Belgaum, has become the premium destination for locals seeking a flavorful meal, a steaming cup of Indian masala tea, or a cozy space to work and connect. Founded in 2018 and launched in 2020 by engineers Akshay Kulkarni, Akshay Kathariya, Rahul Kednurkar, and Suhas Chandak-TTTC has transformed the dining landscape in Tier-2 markets. With a lean model, high-tech equipment, and an all-vegetarian menu, TTTC is on a growth spree, poised to become the customer’s first choice in India’s burgeoning café industry.
A New Hub for Tier-2 India
TTTC has struck a chord with students, professionals, and families in Tier-2 cities, where premium dining options were once scarce. Its cafés, with warm ambiance and ergonomic seating, are more than just eateries-they’re community hubs for personal catch-ups and professional meetings. For many patrons, visiting TTTC is a daily routine, a subconscious choice driven by its inviting environment and diverse menu. “We’re not just serving food; we’re creating a space where people feel at home,” says Akshay Kulkarni, who took the reins as CEO on April 1, 2025.
With just $250,000 raised through a friends-and-family round over two years, TTTC has achieved EBITDA positivity in 2024-25, a milestone that underscores its operational discipline. Guided by industry stalwarts like Dilip Chandak (MD, Vega Helmets), Gautam Verlekar (Investment Banker), Arihant Jain (CEO, WLDD), Sunil Menon (CRO, Lenskart) and Aravind Khadabadi (Management Expert), TTTC is scaling strategically across North Karnataka and South Maharashtra, with ambitions to enter Goa and beyond.
A Menu That Celebrates Variety
TTTC’s all-vegetarian menu is a standout, blending Continental flavors with Indian twists. From Indian masala tea and specialty coffee to signature pizzas and burgers, the café caters to diverse tastes while keeping quality and comfort at its core. “Our menu is designed to be inclusive, ensuring every customer finds something they love,” Kulkarni explains. High-tech equipment ensures consistent taste and quick output, allowing TTTC to serve fresh, flavorful dishes at scale.
This culinary innovation has helped TTTC create a market in Tier-2 cities, where it’s become synonymous with premium yet accessible dining. By focusing on fresh, health-conscious options, the brand aligns with evolving consumer preferences, fostering loyalty among its growing customer base.
Overcoming Early Hurdles
TTTC’s journey has been marked by resilience and learning. Securing early funding was a significant challenge, as the founders hailed from a Tier-2 city and lacked Ivy League credentials, often placing them at a disadvantage in India’s startup ecosystem. “We were overlooked by many investors, but our relentless efforts and support from friends kept us going,” Akshay Kulkarni recalls. The $250,000 raise, secured in tranches over two years, proved to be a boon. Limited capital forced the team to focus on metrics, avoid costly mistakes, and iterate quickly. “We made some stupid mistakes early on, but we learned and fixed them in time,” Kulkarni admits. “That discipline shaped who we are today.”
The COVID-19 pandemic added another layer of complexity, but TTTC adapted by strengthening takeaway and delivery services. These challenges honed the team’s ability to pivot and innovate, a mindset that continues to drive its daily operations. “We’re learning every day, tweaking things at the backend to see what clicks with customers,” Akshay kulkarni says. “Our ultimate goal is to be sustainable and become the customer’s first choice.”
Building a Lean, Scalable Future
TTTC’s operational excellence sets it apart. By leveraging high-tech equipment, the company has reduced kitchen and barista counter sizes by 30% and utility loads by 20%, creating a leaner store model that maximizes efficiency. This approach has attracted over 100 franchise inquiries, though TTTC is pausing to refine its strategy. “We want to perfect the integration of technology, consumer feedback, and culinary experience before we scale,” Kulkarni notes.
The company’s franchise model, with investments ranging from INR 15-50 lakh, offers entrepreneurs a chance to partner with a growing brand. TTTC provides robust support, from supply chain management to operational training, ensuring franchisees succeed. For those interested in larger stakes, the company is open to discussions with venture capitalists, signaling its readiness for strategic partnerships.
To strengthen its operations, TTTC has acquired seasoned talent from the industry, bringing expertise in ground-level execution and customer engagement. These hires, combined with the founders’ vision and advisors’ networks, give TTTC a competitive edge as it navigates a market now attracting global players like Starbucks. “Their entry validates the potential of Tier-2 cities,” AK says. “We’ve built a loyal base and a model tailored to these markets. We’re confident in our ability to compete.”
Vertical Expansion and Retail Ambitions
TTTC’s growth strategy extends beyond cafés. The company is exploring vertical expansion into the retail segment, developing packaged tea and coffee blends and ready-to-eat products for Tier-2 and Tier-1 markets. Additionally, TTTC is working on “grab-and-go” brands tailored for urban consumers in Tier-1 cities, tapping into the demand for convenience without compromising quality. These ventures aim to diversify revenue streams and enhance brand visibility.
Sustainability is a core focus, with initiatives like eco-friendly packaging and local sourcing reinforcing TTTC’s commitment to responsible growth. By staying customer-centric and data-driven, the company continues to tweak its offerings to meet evolving preferences.
Brewing a Bold Future
From a Tier-2 startup to a regional trailblazer, TTTC’s journey embodies resilience, innovation, and ambition. Its lean operations, customer-centric approach, and expanding footprint make it a standout in India’s food and beverage sector. For entrepreneurs and investors, TTTC offers a chance to join a growing brand through franchise partnerships or strategic venture capital investments.
As TTTC scales across North Karnataka, South Maharashtra, and Goa, it’s crafting a legacy that transcends cafés. It’s a movement to empower Tier-2 cities as hubs of aspiration, where every visit sparks connection and creativity. With bold plans and a relentless drive, TTTC is brewing a future that’s as vibrant as its signature dishes. Want to witness this revolution unfold? Visit the stores and Follow The Tea Toast Co. on Instagram and LinkedIn (@theteatoastco) for a front-row seat to India’s café transformation.
