We’re excited to introduce you to the always interesting and insightful Shradha Challa. We hope you’ll enjoy our conversation with Shradha below.

Shradha, looking forward to hearing all of your stories today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

One of the biggest risks I’ve taken recently was launching Nari’s chai concentrate.

For the first year of the business, we focused on loose-leaf blends—and they did well. But I kept thinking back to my college days, when I didn’t have time to brew chai from scratch. I wished there was something quick, already brewed, but still tasted like the real thing.

That thought stuck with me. So I decided to develop it.

I had no background in beverage formulation. I didn’t know what it would cost, how it would taste at scale, or if people would even want it. But I knew the problem I was trying to solve—and I knew it was real.

So I started testing—batch after batch, month after month. After countless trials, tweaks, and feedback sessions, we finally launched our chai concentrate this spring at Tower Grove Farmers Market in St. Louis (every Saturday, 8:00 AM–12:30 PM).

It was a risk—but it’s paying off. We’ve been getting really positive feedback, and it’s exciting to see the product finally out in the world.

Still a long way to go, but this risk definitely feels like one worth taking.

What started as a risky bet turned into a product that might just become the heart of the business.

That experience taught me: the riskiest ideas are often the most important ones. Because they force you to listen harder, test longer, and build something that actually solves a problem people feel.

And that’s exactly what chai should be—a feeling, not just a drink.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi, I’m Shradha—founder of Nari, a South Asian beverage company rooted in tradition and built for modern life.

I started Nari (formerly Rasa Chai) because I grew up drinking bold, flavorful chai brewed from scratch—real spices, real rituals. But when I got to college, life got busy. Between classes, work, and everything in between, I didn’t have time to boil water, toast spices, and steep tea for 15 minutes every morning. I craved the taste of home, but there wasn’t anything on the market that felt authentic, accessible, or made by people who actually drink chai every day.

That’s when I realized—this wasn’t just my problem. So many people, especially South Asians living in the diaspora, wanted real chai without the time, mess, or sugary syrups pretending to be “chai lattes.”

So I created Nari—a brand built to make South Asian drinks more accessible, without compromising on flavor or culture. We started with loose-leaf chai blends and recently launched our Masala Chai Concentrate, which is ready in seconds: just add milk. We also have a Masala Soda line in development, blending traditional spice with fizzy fun.

What sets us apart is how deeply personal this brand is. Every product is developed with care, rooted in real recipes, and tested in real kitchens. We don’t just sell drinks—we bottle moments of comfort, nostalgia, and pride.

I’m most proud of how far we’ve come in just a year—from sampling chai at farmers markets to now being a recognized brand with returning customers who tell us, “This is the best chai I’ve ever had.”

For anyone discovering Nari for the first time:
We’re here to serve something real. Something bold. Something that feels like yours.

Because chai deserves better. And so do you.

Can you open up about how you funded your business?

I started Nari while pursuing my MBA at Washington University in St. Louis. It began with a simple table at the student-run Marketplace on campus, where I’d sell chai between classes. It was scrappy, but it gave me the earliest taste of what it meant to share something personal and cultural with others—and have them love it.

The first real infusion of capital came when I won the ICSC Roslyn and Elliot Jaffe Retail Entrepreneur Prize, a $10,000 entrepreneurship award that gave me the boost I needed to get to my first farmers market. That funding helped cover core startup costs, but just as importantly, it validated the idea in a meaningful way.

Beyond that, I had a community that showed up for me in ways I’ll never forget. The tent I used for markets was given to me by my friend Tova Feinberg, founder of VertiGreens, and much of my early setup—from tables to signage—was lent to me by Tim Berg, who runs Ice Cream for Bears.

Those early weekends at the farmers market gave me not just revenue, but proof of concept. Real people were buying the chai and coming back for more. That traction helped me win another $10,000 through the Skandalaris Venture Competition, which allowed me to reinvest in product development and lay the foundation for our next big step: launching our chai concentrate.

Looking back, it was a mix of prize funding, personal hustle, community support, and early customer validation that brought Nari to life—and I’m deeply grateful for every piece of it.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I had to unlearn was the idea that everything has to be perfect before you launch.

When I started Nari, I was still a grad student juggling classes, work, and life. I had this internal pressure to make the brand look flawless, the product completely dialed in, the pitch airtight—before I ever put it in front of people. I delayed launching things I cared about because I thought they weren’t “ready.”

Then, one day, I just brewed a batch of chai, set up a folding table at the WashU Marketplace, and started selling. I used stickers for labels and printed ingredient lists with my friends printer. It wasn’t perfect—but people still bought it. They connected with the story, the flavor, the feeling.

That moment completely shifted how I think. I realized perfection is often just fear in disguise. The feedback, the growth, the clarity—all of that comes from action, not endless editing.

If I’d waited until everything was polished, Nari wouldn’t exist today. Instead, I learned to launch imperfect, listen closely, and iterate fast.

And honestly? That’s been the secret to every breakthrough since.

Contact Info:

• Website: https://drinknari.com
• Instagram: https://www.instagram.com/sipnarichai/
• Other: TikTok. : @sipnarichai