India needs homegrown tea brands with global appeal

The taste buds and preferences of tea consumers have undergone significant changes and are still changing, thanks to larger options and availability. Consumer demand for tea, therefore, has become much more complex than in the past. With the variety of teas available to customers having increased due to the opening of global barriers and advent of e-commerce, discerning customers have started seeking innovation and diversity in products being offered by tea brands.

This has led to the growth of demand for premium teas, which include immunity booster teas, speciality teas, flavoured teas and so on. Tea, across the world and in India, is fast emerging as a wellness beverage than just a morning or evening cuppa. Little wonder therefore, that the millennials and the younger generation in the age group of 20 year to 45 year are just lapping it up.

With immunity-boosting teas enriched with ayurvedic ingredients like ashwagandha, tulsi, and turmeric, moringa etc readily available online and in brick-and-mortar outlets, customers are spoilt for choices. So, it would not be a misnomer to say that augmented nutrition will be the mantra in 2022 and beyond. Quite in line with the global trends, Indian tea brands have started believing in the notion of wellness before everything. Indian tea experts have also conceptualized and packaged an array of immunity boosting teas with the goodness of turmeric, ashwagandha, tulsi, cloves and other Indian herbs for patrons to choose from and boost wellness. This range of teas has been and are being well received by the consumers. Interestingly, acceptance of one such brand in the market has propelled other brands to come up with new offerings, giving a fillip to the fact that the category itself is in good demand.