Anand Patel and the Story Behind Hidden Grounds’ Chai Revolution

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TLDR

Hidden Grounds Chai and Coffee has grown from a beloved campus cafe in New Brunswick into a flourishing brand with eight locations across New Jersey and New York City. What started in 2013 as a simple desire to serve better coffee near Rutgers University has evolved into a carefully scaled business led by founder Anand Patel. Known for its authentic chai, cozy interiors, and warm hospitality, Hidden Grounds reflects Patel’s curiosity, determination, and detail-oriented mindset.

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From Curiosity to Craft

Patel didn’t come from a coffee background which may be why Hidden Grounds feels refreshingly different. Instead of following conventional rules, he started with questions. Why does water need to hit a certain temperature? Why is tamping done the way it is? Why can’t ratios and processes be re-evaluated? This critical thinking shaped Hidden Grounds into a space that values experimentation as much as flavor.

Each new location became an opportunity to test and refine, not simply replicate. After opening a second store and receiving strong community support, Patel knew they were onto something real. But that success never became a comfort zone. He continued to build with equal parts confidence and doubt, constantly checking his decisions against KPIs, team satisfaction, and long-term sustainability.

A Menu That Connects

Hidden Grounds is known for more than its design or vibe. Their drinks are what bring people back. Masala Chai and Dirty Chai lead the way—slow-boiled black tea, jaggery, and warming spices make them a go-to for many. The Mughal Rose Chai adds a floral twist, while the Cardamom Chai is praised for its deep, aromatic character.

Coffee lovers aren’t left out either. The Indian Filter Coffee, made with coffee and chicory and served with milk and sugar, captures comfort in a cup. The New Orleans Brew, Rose Matcha Elixir, and Lavender Honey Latte round out a thoughtful menu that blends tradition with modern flair.