How did the idea of getting into the tea industry come about?
I come from a family that has been in the tea industry for more than 50 years, I had great exposure to some very good teas. But in all the time I spent outside India, I never got the same kind of tea. I realised that by the time the tea reached the end consumer, there was complete deterioration in its quality. The Indian tea industry is around two centuries old. Unfortunately, it is not a simple garden-to-cup equation and a long supply chain featuring a network of intermediaries, including auction houses and exporter wholesalers, leads to inevitable degradation in the freshness and quality of tea. The idea was to bridge this gap and ensure that tea consumers, no matter where they are in the world, get access to the freshest teas. When I came back to India in 2011, I realised that no one had focused on that part of the market. So, I decided to create a direct-to-consumer brand, and that’s how Teabox began.
What were the challenges and how did you overcome them?
This story is from the March 2020 edition of RITZ.
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This story is from the March 2020 edition of RITZ.
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