Chattanooga entrepreneur makes winning pitch in CO.LAB startup contest with Cha Cha Masala Chai

Staff photo by Matt Hamilton / Onteaya and Antonio Tate hold the $5,000 check after winning the adult track of the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022. Staff photo by Matt Hamilton / Onteaya and Antonio Tate hold the $5,000 check after winning the adult track of the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

By Dave Flessner October 17, 2022 4 min read

In their many travels across the country, Antonio and Onteaya Tate developed an affection for different flavors of Chai, a type of Indian tea made especially by boiling the tea leaves with milk, sugar and cardamom.

When the couple opened their Green Bean Coffee Co., at 806 East 12th St., in Chattanooga, Antonio Tate said he was eager to develop their own distinctive flavoring for Chai.

“My wife and I travel a ton, and we love Chai, but we couldn’t find a Chai that was truly unique and original, so we decided to try to develop our own,” Tate said Monday night during a pitch of his business.

Mixing ideas acquired from others and his own experimentation, Tate developed a flavoring he said is not too sweet and not too spicey but enlivens a number of different drinks from tea to lattes.

Photo Gallery

Cha Cha Masala Chai top honors at ‘Will This Float?’ competition

Staff photo by Matt Hamilton / Judges, from left, Katrina Farmer, Cherita Rice, Ella Livingston and Luis Contreras confer after the presentations during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / Matt Nassar, right, answers questions from the judges as he gives his presentation on the Overtone Soundpad during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / Elsie Elliott answers questions from the judges during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / Presenters and guests dance before the start of the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / Tasia Malakasis speaks during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / From left, Noah Maynard, Lakayla Jackson, Alexis Webb and Tiffany Lowry celebrate after winning the junior track portion of the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / Matt Nassar answers questions from the judges as he gives his presentation on the Overtone Soundpad during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / Matt Nassar gives his presentation on the Overtone Soundpad during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / Antonio Tate gives his presentation on Cha Cha Masala Chai during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022. Tate went on to win the adult track competition.

Staff photo by Matt Hamilton / Allison Campbell holds a stuffed bear as she gives her presentation on "Fluffy Friends for Children with Chronic Conditions" during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / From left, Lakayla Jackson, Tiffany Lowry, Noah Maynard and Alexis Webb answer questions from the judges as they give their presentation on a necklace that helps people with post-traumatic stress disorder handle a panic attack during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022. The group went on to win the junior track portion of the competition.

Staff photo by Matt Hamilton / From left, Lakayla Jackson, Tiffany Lowry, Noah Maynard and Alexis Webb give their presentation on a necklace that helps people with post-traumatic stress disorder handle a panic attack during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022. The group went on to win the junior track portion of the competition.

Staff photo by Matt Hamilton / Judge Ella Livingston questions a presenter as fellow judge Luis Contreras looks on during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / Scarlett Kelch gives her presentation on a gluten- and dairy-free bakery during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

Staff photo by Matt Hamilton / Elsie Elliott gives her presentation on making canned Shirley Temple drinks during the "Will This Float?" competition held at the Waterhouse Pavilion near Miller Park in downtown Chattanooga on Monday, October 17, 2022.

With a $10 price per bottle, Tate’s Cha Cha Masala Chai is now sold at Green Bean and three other area outlets, but the Chattanooga entrepreneur hopes to take his idea around the world and capitalize on the growing Chai market.