(November 21, 2024) In 2021, Oprah Winfrey’s “Favourite Things” list included an unexpected star: The Chai Box. A blend of nostalgia and innovation, this product by India-born entrepreneur Monica Sunny captivated Oprah and soon, millions. It was a moment that symbolised the rise of chai as more than just a beverage — it became a cultural phenomenon in the United States. Over the past decade, chai has grown in popularity, moving from niche tea shops to mainstream menus, often reimagined as “chai lattes” in coffee chains. Yet, the traditional, handcrafted chai Monica introduced offered something far deeper — an authentic connection to its Indian roots. “Chai is more than just a drink; it is a way of bringing people together. It is grounded in tradition and the amazing spices that make this drink a masterpiece,” said Monica.
Monica Sunny
Since that feature, The Chai Box has become a sensation. From being included in the 2022 Oscars swag bags to launching on Costco shelves to presenting the Chai Box to Kamala Harris on Diwali celebrations, the brand’s reach has grown exponentially. The Chai Box now sells thousands of bottles of chai concentrate and loose-leaf blends, shipped across the globe, including its spice-rich mixes inspired by Monica’s childhood in India. “I was not happy with how Chai was represented at local coffee shops and wanted to create something that showcased the Chai I grew up drinking. What started as a side-hustle in my basement has now grown to a full operation in a 4,000 square ft. facility,” the Global Indian said.
Roots in India, Growth in Atlanta
Her deep connection to chai began long before The Chai Box was born. Growing up in an Indian household, she started drinking chai at the age of two and began blending teas by twelve. “For me, Chai is more than just a drink, it is a part of my culture and heritage. Ever since I was a little girl, Chai was an integral part of my family’s daily ritual,” she wrote on her website.
At nine, Monica moved with her family from India to Atlanta, where the transition to a new culture came with its challenges. As a newcomer to this country, amidst the horrors and bullying that can occur in school while trying to fit in, she sought comfort at home in soothing cups of chai. “Each morning, we fill our home with its warm and spicy aroma, connecting us to our roots, giving us a sense of calmness, and at the same time, energising us to take on the day,” she added. These early experiences cemented chai as more than a beverage — it became a grounding force in Monica’s life, a tradition she later passed on to her children.
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“After completing my Master’s program at Vanderbilt University, she started my career in corporate America, working for one of the top 10 consulting firms in wealth management,” she said, adding that she later switched her specialisation to human resource development. “Soon after starting a family, I opened my own consulting practice serving clients such as Goldman Sachs, Bank of America, Emory’s Goizueta School of Business, Chick-Fil-A, and Bell South.”
A Family Tradition Turned Business
Monica’s journey in creating The Chai Box began in her Atlanta kitchen, where the rich aroma of cardamom, ginger, and cinnamon wafted as she recreated the “chai time” ritual she grew up with in India. “Every Friday after school, I would have ‘chai time’ with my three boys to make sure my kids experienced the same ritual I shared with my parents as a child,” she said, that that when her boys got older, they wanted to her learn how to make chai. ” I took a traditional spice box and filled it with tea leaves and all the spices you need to make Chai and included an index card with step by step instructions on how to make a cup of Chai. This is how all three of them learned how to make Chai.”
Her spice blends, inspired by regional Indian flavours, soon caught the attention of friends and neighbours. “I started introducing them to our chai time rituals and they loved learning about authentic chai and wanted to purchase the chai box themselves,” she added. Soon, the orders from friends and family started pouring in and The Chai Box started taking shape. It was during a visit to her family in Canada one summer that she a conversation with her cousin Neeteka over cup of coffee turned into a tea business idea.
The Chai Box grew organically, fuelled by the authenticity of Monica’s approach. “We specialise in small-batch chai concentrate and handcrafted loose-leaf chai blends, all sustainably sourced from small-scale farmers in Kerala, India,” she explained. She stays true to her mission of honoring heritage and embracing sustainability by working with family farms and composting tea mulch. They have partnered with Georgia-based Compost Now to compost the leftover tea and spices from tea production. “This initiative diverts waste and helps us create thousands of pounds of compost each year, supporting sustainability and reducing our environmental footprint,” she added.
However, it was in 2021 that things took turn for the better when The Chai Box was spotted by Oprah’s team at a trade show. Monica remembers the moment vividly: “We needed to splurge on a corner booth. It was a risk, but guess what? It paid off”. The inclusion of The Chai Box in Oprah’s list transformed her basement business into a global sensation, with orders flooding in from across the world.
Monica Sunny with her son
The Indian Diaspora and Chai
For the Indian diaspora in the United States, chai is more than a drink — it’s a connection to their heritage. It reminds them of home, from mornings in busy kitchens to family gatherings over steaming cups. For many, chai brings comfort and a sense of belonging in a foreign land. Its preparation, with unique spices and methods, showcases the rich diversity of Indian traditions. Chai has become a way to keep their culture alive, shared through festivals, community events, and daily rituals. “The culture of chai is not a grab-and-go concept. It’s a time to take a pause and enjoy the process, to share that with family and friends.”
It was under British colonial rule in the 19th century that tea was first introduced to India with the beginning of tea cultivation in Assam. By the mid-19th century, regions like Darjeeling and Nilgiri also emerged as key tea-growing areas. The British introduced tea to Indians as a cheap, mass-produced drink, but it soon gained widespread popularity, evolving into the iconic chai, spiced and sweetened to suit local tastes. Today, India is one of the largest tea producers in the world.
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The Chai Box’s success isn’t limited to the United States. Monica’s blends, from the spicy Masala Chai to the floral Hill Station with cardamom and rose, have found fans in India and beyond. The brand’s expansion includes workshops, tastings, and even “Chai Meditations” on social media, where Monica shares the art of brewing a perfect cup. “I love the process of making chai—matching the spices to my wellness needs for the day. It’s my time, my meditation,” she said.
The Journey Ahead
Today, The Chai Box is more than a business — it’s a bridge between cultures. Monica remains deeply rooted in her mission to honour her Indian heritage while innovating for a global audience. “Historically, the chai industry has been dominated by non-South Asian influences, but I’ve worked to change that narrative,” she said.
For Monica Sunny, the journey of The Chai Box is far from over. As she sips her morning chai, perhaps she’s dreaming up the next blend—a taste of nostalgia and a sprinkle of magic, ready to conquer the world one cup at a time.
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