Elaichi Co. Brewing Connections with Every Sip of Chai

Design Interview

Visually Mag

March 11, 2025

There’s something undeniably special about the comforting ritual of sharing chai with friends. For many, it brings back memories of late-night gatherings filled with conversation and connection.

Elaichi Co., a café in the Bay Area, has captured this spirit by offering more than just a cup of chai—it's about creating a space where tradition meets community. The journey of Elaichi Co. began with a simple desire to recreate the authentic chai experiences that its founders cherished. What started as a longing for a taste of home has blossomed into a café where people can gather, enjoy quality drinks, and form lasting connections.

The story of Elaichi Co. begins with the founders' deep connection to their roots. Design is the starting point for everything they do, deliberately kept simple and clean to highlight the small details that matter. Even the logo is inspired by an elaichi pod from a family masala dabba (spice tin), symbolizing a modern reimagining of their heritage that would make their parents proud. Mojo Joyo explains, “We wanted something that would make our parents proud, something that represents their journey and our heritage, but reimagined through a modern lens.”

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Muhammad "Mojo" Joyo grew up in Karachi, where chai was far more than just a drink—it was a social experience, a moment of togetherness. Whether at a bustling chai dhaba or a quiet evening at home, chai was always at the center of gatherings. It wasn’t just about the flavor but the feeling of belonging, shared moments over a warm cup of spiced tea.

When Mojo moved to the Bay Area, he quickly realized that while coffee shops were abundant, there was a distinct lack of places where one could enjoy chai in the same way he had in Pakistan. He missed the comforting ritual of chai and the sense of community that came with it. This gap in the market sparked the idea for Elaichi Co.—a café that would offer authentic chai while fostering a welcoming environment for people to connect. With the Bay Area’s diverse population and love for cultural exploration, Elaichi Co. saw the opportunity to bring a taste of Pakistani chai culture to the West.

At Elaichi Co., authenticity is the name of the game. The café prides itself on serving chai made from scratch, using only the finest tea leaves and a blend of aromatic spices like cardamom, cinnamon, and ginger. While many establishments use pre-made syrups or concentrates, Elaichi Co. ensures that each cup of chai is brewed to perfection using traditional methods. The result is a rich, flavorful chai that stays true to its roots.

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The café is also on a mission to change the "chai latte" narrative. Mojo Joyo shares, “For too long, chai has been sitting on the sidelines of coffee culture, often reduced to a sugary concentrate that barely resembles the rich, aromatic drink we grew up with. We're here to reclaim that story. We’re bringing chai center stage, treating it with the same respect and craft that third-wave coffee shops bring to their pour-overs.”

It’s about showing people what real chai can be—“this incredible blend of spices, tradition, and comfort that's been part of South Asian households for generations.”

While the chai at Elaichi Co. is the star of the show, the café is much more than just a place to grab a drink. It’s a community space where people can come together, relax, and enjoy the kind of conversations that only a shared experience can foster. The café was founded on the idea of family and belonging—what started as a project to bring the founders' family closer together has transformed into a space that fosters a similar connection for its customers.

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Mojo Joyo reflects on this, saying, “The heart of elaichi is family – it’s literally how we started. We created this because we wanted a project that would bring our own family closer together. Now we're channeling that same energy into creating a space where everyone who walks in feels that sense of belonging. Whether you're grabbing your morning coffee, meeting friends over chai, or just need a quiet spot to work, we want elaichi to be that place where connections happen naturally, where community builds itself one conversation at a time.”

The atmosphere at Elaichi Co. is designed to make everyone feel welcome. Whether you're catching up with friends or taking a quiet break from work, the space invites people to stay and enjoy the moment. The café blends elements of traditional Pakistani design with modern touches, creating a warm, inviting space that reflects the fusion of cultures that Elaichi Co. embodies. Every design choice, from packaging to interior layout, carries the intention of honoring heritage while crafting something new.

No chai experience is complete without something to snack on, and Elaichi Co. offers a menu of treats that complement its drinks perfectly. One standout offering is the elaichi bun, a cardamom-infused pastry that has quickly become a customer favorite. Inspired by a visit to New York’s Fabrique Bakery, the elaichi bun strikes the perfect balance of sweetness and spice, making it an ideal pairing for a steaming cup of chai.

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The café’s menu reflects Pakistan’s rich culinary traditions, offering a variety of baked goods and light snacks that embody the flavors and warmth of the country’s chai culture. But like the chai itself, the food at Elaichi Co. is crafted with a modern twist. The founders believe that food should tell a story, and each item on the menu does just that, offering customers a taste of authentic chai while still feeling familiar and accessible.‍

‍Elaichi Co. isn’t just a café; it’s a place where memories are made. The café’s vision goes beyond just serving high-quality chai and food; it’s about fostering connections and creating a sense of community. Whether it’s a regular group of friends catching up over a cup of chai or a first-time visitor experiencing the welcoming atmosphere, Elaichi Co. is where everyone feels like they belong.

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This sense of community is what sets Elaichi Co. apart from other cafés. It’s a place where customers aren’t just another face in the crowd—they’re part of the family. The passion for creating a space where people can gather and enjoy life’s simple pleasures is evident in everything from the café’s layout to how the staff interacts with customers. At Elaichi Co., it’s not just about the chai—it’s about creating an experience that leaves people feeling connected.

Elaichi Co. continues to grow, but at its core, it remains rooted in authenticity, community, and quality. The café’s success isn’t just about serving great chai—it’s about building a lasting legacy of connection, tradition, and culture. As the café expands and touches more lives, its commitment to sharing a piece of Pakistani heritage and creating a space for people to connect remains unwavering.

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For the founders, Elaichi Co. is more than just a business; it’s a passion project born out of a love for chai, community, and the idea that good things happen when people come together. Whether it’s a cup of chai shared with a friend or a quiet moment spent alone, Elaichi Co. offers something beyond the ordinary—a chance to slow down, savor the moment, and connect with those around you.

Elaichi Co. has found a way to blend tradition with modernity, bringing a beloved part of Pakistani culture to the heart of the Bay. With every cup of chai, every bite of food, and every conversation shared, Elaichi Co. proves that some things, like community, connection, and the perfect cup of chai, are timeless.

Elaichi Co. Brewing Connections with Every Sip of Chai

Elaichi Co. Brewing Connections with Every Sip of Chai

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