In the midst of the second wave of the pandemic, when the world was battling uncertainty and challenges, Shreya Das embarked on a journey that would lead to the birth of Twisty.
This fascinating tale of entrepreneurial spirit and innovation started with a simple idea that has now blossomed into a thriving business.
Twisty began as a cloud kitchen in 2021.
Shreya Das, the brains behind the operation, decided to test the waters during Kolkata’s Durga Puja, one of the most celebrated festivals in the city. Setting up a stall in one of the busiest puja pandals, she quickly realised that there was a significant demand for the unique product she offered.
It was at this point that she recognized the untapped potential in the market and saw an opportunity to take her venture to the next level.
“Innovation is often born out of necessity, and Twisty is a testament to that. We identified a gap in the market and people’s desire for our product,” says Shreya Das in conversation with Startup Pedia.
In November 2021, Shreya took a big step by opening a physical store at Salt Lake, Sector 1. This move marked the beginning of a new chapter for Twisty, as it transitioned from a cloud kitchen to a brick-and-mortar store situated in one of the most prominent locations in Kolkata.
Twisty, at its core, is a bubble tea store. What sets it apart is not just its delicious range of bubble teas but also the careful consideration given to Indian taste preferences. Shreya took the time to perfect the making process of tapioca pearls, the key component in bubble tea, and introduced this Taiwanese delight to the Indian palate. Beyond bubble teas, Twisty has also introduced bubble waffles, giving customers even more reasons to indulge.
Shreya Das’s journey towards entrepreneurship began shortly after she completed her MBA from T. A. Pai Management Institute in Manipal.
With three months before starting her job, she found herself pondering new opportunities. She was intrigued by the popularity of bubble tea among her friends in Paris and the noticeable absence of dedicated bubble tea outlets in India.
Determined to bring this global trend to the Indian market, Shreya experimented with different flavors and textures to create a bubble tea that would cater to Indian taste buds. She added her own twist by making the tea thicker, departing from the traditional liquid form of bubble tea to offer a more satisfying experience.
This adaptation of the beverage to Indian tastes has become one of Twisty’s key selling points.
Now, Twisty boasts an impressive menu with over 30 diverse beverage options, including the trendy Popping Boba. With Shreya’s innovative approach to bubble tea, Twisty has achieved a unique blend of global appeal and Indian flavors.
Twisty’s expansion has been remarkable. With its roots in Kolkata, it has grown to have a presence in over four locations. The brand has ambitious plans to expand further, with a target of opening ten or more locations in the fiscal year 2023-24. Twisty’s founders and consumers are primarily millennials and Gen Z, which adds a contemporary touch to its offerings.
In the spirit of collaboration and family support, Shreya’s husband and brother have joined her in running Twisty. This unity and commitment have played a crucial role in the brand’s success.
Twisty has not only carved a niche for itself but also achieved substantial sales, registering a remarkable Rs 1.6 crore in the past year.
The brand has strategically opened five outlets in Kolkata, ensuring that it covers major hotspots within the city.
The future’s looking bright for Twisty, as it now sets its sights on national expansion. Through a franchisee model, the brand aims to bring its unique bubble tea experience to other major cities across India. Twisty’s remarkable journey showcases the power of innovation, determination, and the ability to adapt to local tastes.