PAGE INTRODUCTION
Jugmug Thela is an Indian chai brand, founded in Delhi in 2013. We are now based in Berlin, where we make chai from Indian ingredients and bring it to the city through wholesale partnerships, events, workshops, and a seasonal cultural programme.
Over a decade of practice. Now in Europe.
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THE BERLIN HQ
We produce chai in Berlin. The ingredients come from India. The production happens here.
Our headquarters brings together a development lab, a small batch production kitchen, a storefront, and an event space. Right now we are working from shared incubator kitchen facilities while we find the right permanent space — something that can hold all of the above, in a neighbourhood worth being in.
We are actively looking.
If you have a property that might work — a ground floor, a former commercial kitchen, a space with some character — we would like to hear about it. We bring more than rent. We bring a programme, a community, and a brand that gives a space something to say.
Tell us about your space.
THE SUMMER PROGRAMME · JUNE TO OCTOBER
From June through October, the residency moves into the city. Five ways to find us.
THE CHAI FESTIVAL
A city-wide event. We are recruiting café partners now.
The Chai Festival is a coordinated series of festival weekends across Berlin — fifteen or so participating cafés, each serving authentic Indian chai from the Jugmug Thela range. Different neighbourhoods. Different crowds. One event, spread across the city.
We supply the product, the training, and the story. Participating cafés get something genuinely new to offer — and their name on a city-wide programme.
We are building the festival now and looking for the right café partners to be part of it.
If you run a café in Berlin and want to know more — get in touch.
Tell us about your café.
CULTURAL POP-UPS
For venues, galleries, and independent spaces
Each pop-up is built around a specific chai story — an ingredient, a region, a preparation, a cultural moment. Chai, food pairings, and a programme: music, spoken word, visual arts, whatever the space and the story call for.
We have been running events like this alongside our café for over a decade — in Delhi, in Ahmedabad, at the Red Fort. We know how to fill a room with something worth coming to.
If you have a space and want to discuss what might work — get in touch.
Tell us about your space.
FESTIVAL PRESENCE
We will be at Berlin’s summer festivals — street events, music festivals, cultural gatherings. Confirmed dates and locations posted as they are locked.
TRAINING FOR THE INDUSTRY · FREE
For baristas, chefs, and café owners
We run tasting and training sessions for food and beverage professionals. What chai is. Where it comes from. Regional variation. How to make it properly. What it pairs with. What it can do on a menu.
No charge. We want the people who shape what Berlin drinks to understand chai from the inside — not from the label.
Sessions are held at our Berlin event space. Places are limited.
Apply for a session — tell us where you work.
PUBLIC EXPERIENCES · TICKETED
For home enthusiasts and curious Berliners
A meal, a tasting, and a hands-on chai workshop. You arrive curious. You leave knowing how to make chai properly — what goes in, what each ingredient does, how to adjust it for different occasions.
The meal is Indian. The chai is the point. Limited places, rolling dates from June through October.
See upcoming dates and book your place.
COLLABORATIONS
We have a lab, a kitchen, and twelve years of accumulated knowledge about what chai can do beyond the cup.
We are interested in working with chefs, mixologists, bakers, cultural institutions, and anyone else who sees a genuine overlap with what we do. If you have a specific idea — bring it. If you have a vague instinct that something interesting is possible — that is enough to start a conversation.
Tell us what you are thinking.