Indians are beginning to explore tea beyond the staple ‘masala chai’ and experiencing as well as demanding teas that cater to various tastes and seasons. Green tea has already become widely popular as a healthy drink and now there is a rising interest in exotic, artisanal and gourmet teas as well.
Tea is integral to the contemporary Indian culture. For Indians, it is not just a drink but the most consumed concoction, outnumbering its rival coffee, by 30 cups to one. With such a massive scale of consumption, Indians might feel that they know their tea. However, there is much yet to be discovered about this staple.
The high consumption of this beverage in the country is driven by several factors, including the presence of a huge tea-drinking population. It is the drink of the masses, fueling hundreds of millions of Indians, right from the time they get up in the morning till when they go back to bed. They drink tea to relax and enjoy some family time, or while they hang around with friends and visitors. Tea gives a boost to the concentration levels and can be consumed in any weather. As a culture, the way we consume tea is undergoing a transition from the simple concoction of water, milk, sugar and tea leaves.
This story is from the June 2019 edition of Progressive Grocer.
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This story is from the June 2019 edition of Progressive Grocer.
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