Manmeet Vohra has been hired as Chai Point’s Chief Brand and Digital Officer

Vohra will work to strengthen the Chai Point consumer connection across all of its platforms, including the brand’s foreign fora.

Chai Point, a beverage retailer, announced the appointment of Manmeet Vohra as its chief brand and digital officer on Tuesday.

Vohra’s focus at Chai Point will be on strengthening the company’s consumer connection across all channels, including the brand’s worldwide expansion.

“By leveraging the beverage platform’s innovation excellence across multiple channels, her focus will especially be on building an integrated digital experience through the Chai Point App,” the company said in a statement announcing Vohra’s appointment.

Vohra has worked for nearly two decades in the consumer retail industry, including stints at Starbucks, TAG Heuer, and Visa. Between 2013 until 2017, Vohra worked at Tata Starbucks as the director of marketing, category, and loyalty. She also worked at Visa for a short time as the marketing head for India and South Asia till 2019. Vohra most recently worked as a freelance brand consultant.

She joins the Chai Point executive team at a time when the company is quickly expanding across channels such as retail, cloud kitchens, corporate offices and institutions, online CPG, and HORECA (hotels, restaurants and cafes).

Meanwhile, Chai Point intends to open a number of new retail locations this year.

“With the office channel making a comeback, Chai Point aims to double their cloud based myChai brewing systems presence in the channel. The company also plans to tap into the mid-size bakery market which is over 10 lakh cafes and bakeries in India by installing myChai brewing system across the space,” it said.

“We are committed to building a global Chai and Coffee beverage platform leveraging the software and hardware capabilities of our myChai brewing system. We are thrilled to have Manmeet Vohra join our seasoned senior leadership team in building a global brand for our platform,” said Amuleek Singh Bijral, co-founder and CEO, Chai Point.

Amuleek Singh Bijral and Tarun Khanna, a Harvard Business School professor, founded Chai Point, an omni channel brand, in 2010. The chain has approximately 120 locations in eight cities. The company’s myChai brewing system is in use in 20 cities. Paragon Partners, DSG, Eight Roads Ventures, and Saama Capital are among the investors. Over $50 million has been raised for the company.