About Summer with Skandy

This blog is part of the Summer with Skandy series, highlighting the experiences of participants in the Skandalaris Center for Interdisciplinary Innovation and Entrepreneurship’s summer programs at Washington University in St. Louis.

Throughout the summer, Launchpad founders, Launchpad interns, and Skandalaris Internship Program (SkIP) participants work alongside startups, innovators, and entrepreneurs across the St. Louis region while engaging in professional development, networking, and entrepreneurial programming through the Skandalaris Center.

The Summer with Skandy series offers a firsthand look at the ventures, organizations and experiences shaping the next generation of innovators and entrepreneurial leaders.

More Than Just “Chai Tea”: What My Internship at Nari Chai Taught Me About Marketing and Real Connection

Author: Nghi Nguyen

“Don’t say ‘chai tea,’ that literally means ‘tea tea’!”

That was the very first lesson I learned when I started my internship at Nari Chai, a brand dedicated to bringing authentic Indian chai to the United States.

My love for chai began during my travels to Ladakh, India. I fell in love with its rich aroma, comforting taste, and health benefits. But more than that, working at Nari every day constantly reminded me of the warmth, sincerity, and local hospitality I experienced during my time there. I felt incredibly fortunate to have the chance to understand chai from its very core.

The Mindset Shift: Looking Beyond the Screen

Going into this role, I assumed marketing was straightforward: focus on growing our social media presence, drive online sales, build customer engagement, and encourage repeat purchases.

The reality hit me quickly.

Social media growth is far more complex than just posting pretty visuals. While we gained followers daily through our content, we would also lose them for unknown reasons. I had to constantly analyze the data to understand why people were leaving and figure out how to keep them engaged in our ecosystem.

Creating content is one of my strengths because I love sharing creative experiences. However, I learned that aesthetics alone isn’t enough to grow a business.

Bridging the Gap: From Online Data to Offline Reality

Nari Chai is a growing company, and as a founder-led business, there were always countless moving parts. My role was to step in, support the founder, and help bridge the gap between our online strategy and offline community through a user-centric approach.

Beyond managing digital content plans, one of my most valuable experiences came from working directly at farmers’ markets and in-store selling points.

In digital marketing, it’s easy to get hidden behind user data and research reports. However, face-to-face interactions allowed us to really listen to our customers’ feelings and thoughts in real time.

In fact, these direct conversations revealed genuine user pain points, inspiring our founder to develop ideas for new brand products. Seeing real feedback turn into product strategy showed me the true power of listening.

Key Takeaways for My Career

This internship completely reshaped how I view marketing and brand building.

Social Media Requires Constant Adaptation

The digital landscape changes daily. Growth takes trial, error, and finding the right solution at the right time.

Listening Is the Best Marketing Tool

Whether online or offline, the most effective way to understand your audience is simply to listen to them directly.

Business Is About Solving Real Problems

Great marketing isn’t just about making things look good; it’s about addressing authentic customer needs.

Looking Ahead

My time at Nari Chai was more than just a step in my career—it was a lesson in authenticity, adaptability, and true human connection.

Working alongside a founder and engaging directly with customers taught me that successful marketing starts with empathy. Whether through digital content or conversations at a farmers’ market, the strongest brands are built by listening first and creating meaningful connections. Those are lessons I’ll carry with me throughout my career.

About the Skandalaris Center

The Skandalaris Center for Interdisciplinary Innovation and Entrepreneurship at Washington University in St. Louis empowers students, faculty, researchers and alumni to explore innovation, launch ventures and create meaningful impact. Through experiential learning, startup programs, mentorship, funding opportunities and a vibrant network of entrepreneurs and industry leaders, the Skandalaris Center helps transform ideas into action and prepares the next generation of innovators to solve complex challenges and build thriving ventures.