Founder Spotlight: Asha Patel (Leely Chai Co.)
Meet Asha Patel:
All of our chai and superfood blends contain 100 % plant-based ingredients, and no animal ingredients of any kind. I was not vegan, but I was vegetarian when I started this business. I became vegan after starting this business, after learning about the intensive factory farms that 99 pct of meat and dairy come from, places of immeasurable suffering. Chai is traditionally brewed with whole milk. Being vegan for the animals and also knowing that most of my customers use plant-based milk for various reasons, I have highlighted and started promoting using plant milk in our chai and superfood blends. Brewing chai the traditional method on the stove using plant-milk, is slightly different than with whole milk. Despite the difference in brewing with plant milk, it still tastes amazing with plant milk. And, yes I plan on always promoting plant milks in all my products.
Location:
Chicago, Illinois, USA
When did you launch the business?
2019
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Startup Stage?
Still bootstrapping it, weighing options for raising investment.
What led you to where you are today?
I started this business with 1 chai blend and it has now grown to 9 chai blends and 4 superfood blends. Starting off at the farmers markets has fueled my growth, it has provided a local and loyal customer base while providing me with the confidence to sell wholesale.
What do you wish you knew before embarking on your entrepreneurial journey?
As a CPG brand, I wish I knew to focus on getting retail ready as quickly as possible. My goal was always to be in retail stores but it took me a lot longer to make that leap. If I had a retail-first approach since day 1, I would have taken all the necessary steps to launch retail sooner vs. focusing too much on e-commerce and local event sales.
What is the most difficult decision you've had to make regarding your business so far?
I started this business with authenticity in mind, to show people who want to brew chai the traditional method on the stove. Many of my customers brew our chai in this method. However, there are many who want alternative methods like a steeping method or an instant chai. So, I would say this has been the most difficult so far, deviating a bit from my original mission of promoting authentic brewing of chai to also include what customers want like steeping or an instant chai.
What can you help the VEGPRENEUR community with?
I believe my experience in launching a CPG brand and landing on retail store shelves can be an asset to new entrepreneurs looking for guidance and support.
How can the VEGPRENEUR community help you?
I find inspiration from founder stories and success, so just being able to read about it attend events, or listen to podcasts will help me with my own journey.
Fun fact about you:
I rarely watch TV or shows
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