Chai Kreative · Advisory for India's public systems
Every problem arrives as a knot. We find the thread.
हर मसला एक गाँठ बनकर आता है। सिरा हम ढूँढते हैं।
India already owns what it needs: its data, its places, its faith, its elders, its truth. We find what is really wrong, recommend the right hands to fix it, and stay beside the work. It costs substantially less.
२७ से ज़्यादा माहिर · चौबीसों घंटे, साल भर · जवाब फ़ौरन
The office is open now · The first conversation is free · Acknowledged within minutes, any hour
Named as the context of past work, not as current clients or endorsements. See the record →
Seven fields. One way of working.
Different subjects, the same discipline: find out what is really wrong, on the ground and in the data, before anyone spends money fixing it.
Public systems · सरकारी तंत्र
Schemes, services and messages that reach the people they were meant for.
- Research, survey and assessment of schemes, facilities and campaigns
- Ground reporting: what the file says, set beside what the field says
- IEC planned for the person the scheme is for, in the language they use
The founder was exclusive implementation partner to the Ministry of Labour and Employment, and made tax law watchable on Doordarshan.
Health · सेहत
Intelligence for primary eye care in government facilities, in Indian languages.
- Screening and referral that does not lose the patient on the way
- Facility readiness and follow-up, seen in one place
- IEC so people come, and come back
The eye-care layer is in pilot. Details are shared with the parties concerned, in writing.
Cities · शहर
What a city puts on its walls, governed and counted.
- Outdoor media mapped, permitted and audited
- The revenue a city is owed, made visible
- Streets that read cleaner, and rules that hold
The city-walls layer is in pilot. Details are shared with the parties concerned, in writing.
Energy & coal · ऊर्जा और कोयला
Energy portfolios run on evidence; coal traced from the washery onward.
- Portfolio intelligence for public energy assets
- Traceability for coal and what is left after washing it
- Reporting a board can act on
The energy layer is at final stage; the coal layer is in progress.
Education · तालीम
Intelligence for schools, and guidance for students on careers and competitive exams.
- School planning and operations, seen clearly
- Career and exam guidance in the student’s own language
- IEC for parents and teachers
Work is in progress.
Truth · सच की हिफ़ाज़त
India’s quieter threat is the fake. We help institutions spot it early and answer it fast.
- Health rumours, scam messages, fake schemes and doctored videos
- Early warning, and quick answers in plain language
- Teaching people to check before they forward
This is about the safety of ordinary people. It is not politics, and we do not take sides.
Faith, culture & age · आस्था, संस्कृति और उम्र
What India already owns, carried to the people least likely to go looking for it.
- श्री राम लला — मन से मंदिर तक: branding, design and final version of the Granth. © Ramayan Research Council
- Tulsidas Ji Ki Katha: a poet from 1532, for a generation that scrolls
- Ageing as a second life, not an exit
5.5 lakh people watched the first Tulsidas episodes in seven days; 69% were aged 18–34 (Dainik Bhaskar, 2022).
One thread, five pulls.
Listen
The first conversation, at any hour. The problem in your words, not ours.
You get · an honest yes or noWalk the ground
Research, survey and field reporting where the problem actually lives.
You get · a ground reportFind the thread
The one move that loosens the rest, written so your team can act on it.
You get · a written assessmentChoose the hands
We recommend the best executor for the job, or brief your own team, and write the scope they will be held to.
You get · the right executor, fairly scopedStay beside
Your people do the work. We review, correct and hold the line until it holds.
You get · a partner in the roomAssessment
What is wrong, what is not, and the evidence for each.
Ground report
Voices, photographs and observations, dated and placed.
IEC plan
Who needs to hear what, in which language, through which door.
Creative plan
The idea, the calendar, the formats, and who makes them.
Layer specification
Where an intelligence layer helps, what it reads, who uses it.
We are paid to advise, not to sell you execution.
Because we do not carry out the work ourselves, we have no reason to make it bigger. We scope it properly before money is spent, recommend the executor best suited to it, and hold them to that scope. Across fields, that brings the cost down substantially.
- Nothing built that the ground did not ask for
- Executors compared on the job, not the pitch
- Scope written before the purchase order
- Your own team used wherever it can do the work
Tell us who you are and what is knotted. See the first move.
A national scheme is only as good as its last mile. We find where it breaks.योजना की असली परीक्षा आख़िरी गाँव में होती है।
The first move: a ground report before any plan.
We send people to the places your data describes, and set what the file says beside what the field says.
A bench, not a payroll
Research, field, IEC, design, film, data, technology and policy, with people in Delhi, Mumbai, Indore, Lucknow, Patna, Jaipur and London. Toronto and California next.
An office that never closes
Write at 2 a.m. on a Sunday or on Diwali night. Someone is there, 365 days a year.
दफ़्तर कभी बंद नहीं होता। सोच कभी जल्दबाज़ी में नहीं होती।
Waiting
Our inboxes are AI-led. Every letter is read and acknowledged within minutes, and a named person takes it from there.
Three ways to begin. The first costs nothing.
A first conversation
Bring the problem, not a brief. We listen, ask the awkward questions, and tell you plainly whether we are the right people.
- In person in New Delhi, or on a call
- Any hour that suits you
- No obligation
A written assessment
We look properly: the research, and where it matters, the ground. You receive a written finding and the first move to make.
- Scope agreed in writing first
- Research and field work as needed
- A document your team can act on
A continuing engagement
We stay beside you while your people do the work: reviewing, correcting, holding the line until it holds.
- We recommend the executor and hold the scope
- The bench on call, 24 × 7
- Scoped and priced together
If we are not the right people, we will say so in the first conversation, and tell you who might be.
Fees and advisory charges are taken as permitted, invoiced and on record.
Good at something? Bring it. From anywhere in India.
मशीन से काम लेते हैं, पर मशीन की ग़लती पकड़ना भी जानते हैं? आपका स्वागत है।
- Machines & data मशीन और डेटाYou use AI and automation to work faster, and you know when the machine is wrong.
- Planning & research योजना और तहक़ीक़You find things out properly, and write them so a decision can follow.
- Truth सच की हिफ़ाज़तYou care about fakes that hurt ordinary people. Not politics.
- Craft & voice हुनर और आवाज़You make things people stop for.
- Local knowledge अपने शहर की समझYou know the products, crafts and people of your place better than anyone.
We work in projects, not jobs, and get in touch only when a project needs you. Calls are open now in Varanasi and Mathura.
Kewal Kapoor. Thirty years of making old ideas land on new audiences.
Researcher, writer and producer-director. Former Executive Producer, UTV. He took Gandhi to every school in Delhi, made tax law watchable on Doordarshan, reframed old age as a second life, and brought a poet from 1532 to a generation that scrolls.
“Our saints are this country's priceless treasure. We will have to make them a brand.”
Kewal Kapoor, in दबंग दुनिया
Everything a diligence team will ask first.
- Name
- Chai Kreative
- Constituted
- 2024, as a partnership firm
- Recognition
- DPIIT-recognised startup, AdTech
- Practice
- Advisory: research, survey and assessment, ground reporting, IEC, creative and content planning, intelligence layers, and recommending the right executor
- Fields
- Public systems · Health · Cities · Energy & coal · Education · Truth · Faith, culture & age
- Division
- Chai AI: applied intelligence for public systems, in Indian languages
- Bench
- More than 27 specialists across eight disciplines
- Hours
- 24 hours a day, 365 days a year; AI-led inboxes
- People in
- Delhi · Mumbai · Indore · Lucknow · Patna · Jaipur · London. Toronto and California next. Projects from anywhere in India.
We plan. We recommend the right hands. We stay till it holds.
सलाह हमारी, सही हाथ आपके। और जब तक गाँठ न खुले, हम साथ।