Bhakti

Bhakti, marketed as Bhakti Chai, is a beverage company that produces a fresh-pressed ginger chai concentrate built on craft-brewed black tea, organic ginger juice, cane sugar and a blend of spices. The concentrate is offered in an Original formulation and an unsweetened, zero-sugar version, and is positioned for preparation as a hot latte, an iced drink, or mixed with sparkling water and lemon.

Ingredients are described as organic and sustainably sourced from around the world: the company sources organic and fair-trade black tea and cane sugar plus organic ginger, and states that all of its products are verified by the Non-GMO Project. Alongside the beverages, the company promotes a book, "Steeped: Adventures of a Tea Entrepreneur," and publishes recipes using its concentrate.

Founding story

Founder Brook Eddy traveled to India in 2002 while studying a movement based on Bhakti, meaning devotion, and encountered homemade masala chai shared with families along her journey. After returning home she developed a recipe using fresh-pressed organic ginger and Indian spices to recreate that experience for friends; the response to the recipe led her to start the mission-driven company Bhakti in Boulder, Colorado.

Business model

Bhakti sells packaged chai concentrate to consumers through its own online store, offering single quarts, two-packs, six-quart cases and gift certificates, with free shipping on orders above $60. It also operates a wholesale channel, with a signup for wholesale accounts, and a store-locator function for retail availability.

Revenue comes from product sales of chai concentrate through direct-to-consumer e-commerce and wholesale distribution. Listed prices include $11.99 for a single quart, $19.99 for a two-pack and $54.99 for a six-quart case; gift certificates start at $50.