In the bustling heart of Kolkata, amidst its rich history and vibrant culture, a new wave of innovation is emerging, challenging perceptions and reshaping the consumer market. Let’s meet the passionate individuals behind some of Kolkata’s most promising direct-to-consumer (D2C) tea brands, who are not just offering beverages but crafting experiences that enrich lives.
The concept of selling premium teas through D2C channels has got the imagination of legacy tea manufacturers.
Goodricke: With roots dating back to 1977, Goodricke Group Ltd. stands as one of India’s oldest and largest tea producers. Their commitment to quality and sustainability shines through in every cup, elevating tea from a mere beverage to a soul-nourishing experience. According to the company, “We implement the highest technologies and maintain international standards in tea production. A majority of our manufacturing plants operate as per ISO standards and have strong core values that aim for a sustainable business. Our gardens have multiple certifications for environment-friendly operations and ethical work processes and contribute towards socio-economic upliftment of human resources.”
The Tea Trove: Founded in 2012 by Rishav Kanoi, The Tea Trove is more than just a tea business; it’s a journey of passion and dedication to sourcing the finest blends from around the globe. Each cup tells a story, inviting tea lovers to indulge in a world of flavors and aromas.
Rishav says, “At that time, the tea industry was going through a bad slump and the business was facing multiple challenges. I realised that there was a huge gap in prices between premium quality and medium-grade teas. So, we decided to invest in upgrading our factories to ensure that we produced some of Assam’s best teas.”
The Tea Trove claims to have the largest portfolio of organic ingredients — 22 — in India. “We are the only brand offering the spot tea blending option, wherein customers can blend their choice of tea with the flowers, fruits, herbs, and spices they like. In addition to the health benefits, the products are handcrafted and made fresh daily with all-natural ingredients.” It has four stores in Kolkata and two in New Delhi and has its bestselling tea blend boxes on the shelves of supermarkets in the capital.
The Tea Shelf: Atulit Chokhani and Srinidhi Chokhani turned their inspiration into reality with The Tea Shelf in 2014. With over 150 years of combined experience, they curate premium teas that cater to every mood and occasion, all while promoting ethical practices and sustainability.
Looking at trends in the tea market later, they realized that actually tea’s potential as an exclusive product is not inferior to others normally considered more prestigious like wine. “Tea is now being marketed as a coveted drink, not your regular chai stall – just like wine!” says Srinidhi.
The company sources handpicked tea from across India (particularly Assam, Darjeeling, Kangra, and Nilgiri, etc) in selected quantities “to make sure only the freshest tea reach the consumer,” explains Srinidhi, who proudly adds that they count on very professional assistance for tea selection. “We are being assisted by J Thomas India, the largest and oldest tea auctioneer of the world. J Thomas is the pioneers of tea tasting, and has helped the Indian government to showcase Indian tea worldwide.”
Dorje Teas: Founded in 2021 by Sparsh Agarwal and Ishaan Kanoria, Dorje Teas is a beacon of excellence in the Darjeeling tea industry. Their commitment to tradition and innovation has not only revitalized the industry but also brought premium teas to the forefront of Bengal’s spotlight. Dorje Teas is a new generation tea brand that takes the consumer even closer to the place of origin, recognizing the new-age Indian consumer as its audience while resetting the tea business to place value and quality at its centre for both producer and consumer. Sparsh, “If Darjeeling is to survive, if there is to be a Darjeeling tea Renaissance, it has to be with Indians. Indians need to understand the handicraft of this industry and they need to want to support it, because this is one of the most phenomenal products that India has ever made.”
Chai Craft: Shouvik Kundu and Santanu Chattopadhyay’s passion for chai led to the creation of Chai Craft in 2019. Their blends, crafted with Indian spices and botanicals, are a symphony of flavors that pay homage to centuries of chai-making expertise, all while promoting organic farming and community support. Kaushal Kumbhat, the Managing Director of Chai Craft, is a dynamic entrepreneur says, “Mindful of our social responsibility as well, we have rolled out the Chaipreneur and Chai Craft Cares programs that will enhance the living standards of people who work directly with us as well as the communities in which they live.” With a mission to make great tea available to every citizen of India, Chai Craft has introduced several innovations, driven by technology, so as to rise above the clutter in a crowded market. From state-of-the-art manufacturing and storage facilities to robust distribution strategies, they have come a long way in a short time. It has integrated from end to end, from growing and manufacturing teas to getting them into the consumer’s kitchen.
Tearaja: Founded in 2016 by Manish Jain, Tearaja is on a mission to share the magic of Indian teas with the world. With a commitment to quality and freshness, they’ve sold over 100 million cups of tea worldwide, connecting tea drinkers to India’s rich heritage one sip at a time. Manish says, “We all have our own clients and our offerings are different. We are making our own proprietary blends and products. We started the company in Kolkata since it is situated between Darjeeling and Assam and is the perfect strategic location for us to be in business. The tea comes directly to our warehouse in Kolkata, where it is blended, packed, and shipped to customers worldwide.”
Roshi: Established in 2020 by Rahul Bansal, Roshi is an FSSAI-approved tea brand that blends nourishing ingredients with the wisdom of Ayurveda. Their teas, crafted with 100% natural ingredients, offer a taste of purity and wellness, providing a moment of calm in today’s hectic world. Rahul says, “We began our tea journey as New Tea Company Limited in Kolkata, West Bengal. Our venture started as a small initiative to provide tasty and healthy tea to everyone. With a rising consciousness about a healthy lifestyle, we wish to bring to you a product that nourishes your body while not letting you miss the essence of our rich heritage. We firmly believe that a fit and content body is the key to a healthy society as a whole. We have our product compositions approved by ayurvedic doctors, nutritionists, and expert tea tasters.”
The Indian Chai: Since 2016, Amit Jain has been leading The Indian Chai on a journey of health and wellness. Their range of teas, infused with traditional herbs and spices, not only tantalize the taste buds but also offer natural solutions to modern lifestyle ailments.
These brands, each with its unique story and vision, are not just disrupting the consumer market; they’re transforming the way we experience tea, one cup at a time.
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