Built on the promise of bringing the best coffee to consumers, Blue Tokai Coffee Roasters is a true farm-to-cup brand. Every step of their journey reflects their pursuit of perfection—sourcing premium beans from India’s finest estates, roasting them with precision, and ensuring every cup brewed, whether at their cafés or at home, is just right.
This attention to detail extended beyond just the coffee. They noticed how payment failures were stopping their customers from enjoying coffee stress-free. As Blue Tokai scaled rapidly across platforms—from its website and app to marketplaces and cafés—it needed a payment partner that could keep pace or identify gaps in payment success rates that were impacting repeat purchases. So they switched to Razorpay, and then, things changed. Payment success rate (SR) spiked, resulting in happier and repeat customers. Now, from bean to brew to checkout, everything at Blue Tokai comes together in a perfectly blended experience.
From Frothy Challenges to A Perfect Brew
Blue Tokai Coffee Roasters serves customers both online and offline, with operations across their website, app, marketplaces, and a growing network of physical cafes. Managing payments across these diverse channels became increasingly challenging as they dealt with multiple modes of payment, including UPI for its growing convenience and cards for their loyalty programs and offers.
Their previous payment gateway had a high payment failure rate and encountered frequent issues. Previous systems lacked the agility and visibility needed for timely issue resolution.
This wasn’t just a domestic issue—international transactions were also prone to frequent failures, which created significant dissatisfaction among customers. Additionally, tracking payments and obtaining insights into their status was a cumbersome process, making it even harder to resolve issues. The earlier stack required frequent manual interventions, especially for reconciliation and integration.
In search of a solution, Blue Tokai began piloting Razorpay on their website. After experiencing improved payment success rates and a smoother checkout process, they made the full transition to Razorpay in March 2023. Since then, Razorpay has become their exclusive payment partner, delivering the reliability and efficiency they were missing.
Mastering the Blend of Success
To ensure smooth transactions across such diverse methods, Blue Tokai needed a solution that could handle this complexity. When they transitioned to Razorpay, the impact was immediate—payments became smoother, and the checkout process was streamlined.
-
Soaring Success Rates – UPI & Cards
In October 2024, Razorpay’s UPI and Card Payments stack helped Blue Tokai, brew up an additional Rs 9.14 lakh in revenue from domestic operations. Features such as Dynamic Routing, Native Intent, and UPI Switch boosted monthly UPI payment success by 8.28% while Razorpay Token HQ, CVV Less Flow, and Direct Network Integration delivered a monthly 3.52% SR uptick on card payments. Internationally, Blue Tokai achieved a 5% increase in success rates in 2024 compared to 2023.
-
Magic Checkout Doing its Magic
By reducing the number of steps required for customers to complete payments, Razorpay Magic Checkout significantly enhanced their experience and satisfaction resulting in a 5% uptick in conversions for Blue Tokai.
-
All-in-One Dashboard
The Razorpay dashboard has proven to be an invaluable tool for Blue Tokai. Offering clear insights into payment trends, success rates, and failure reasons has empowered their teams to track and resolve issues quickly, ensuring smoother operations overall.
-
Round-the-Clock Support
With help just a message away, Blue Tokai was able to resolve any payment issues swiftly ensuring their customers were never left hanging.
-
That’s Not All!
Additionally, Razorpay’s banking products, such as Smart Collect, have further optimized Blue Tokai’s payment collection processes. These solutions, including the virtual bank accounts used by their finance teams, streamline payment management across various departments. As a result, Blue Tokai has seen a significant reduction in payment-related issues, contributing to a nearly flawless experience for their customers.
Partnering for Perfection in Every Sip
As Blue Tokai continues to grow and expand, Razorpay will remain a reliable partner in ensuring their payment processes are as seamless as the care they put into every cup of coffee. Just as Blue Tokai thoughtfully selects the finest beans, Razorpay’s solutions help streamline their payment systems, supporting a smooth and efficient customer experience across both online and offline channels. With ongoing support, continuous innovation, and a commitment to meeting Blue Tokai’s evolving needs, Razorpay will continue to play a role in their journey, ensuring that customers can enjoy their perfect brew, whether at a café or checkout, without delay.
