Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

My family has been a part of the Indian Tea Industry for over a century. My maternal grandfather was among the early Indian planters in Assam, and my father carried that legacy forward while working in the tea estates of Assam and West Bengal. Although in my early years I grew up surrounded by tea estates and had a brief glimpse of plantation life, leading me to choose tea ultimately, I took a slightly different career path, albeit within the same world.
After completing my degree in Hotel Management in 2007, I joined M/s. J. Thomas & Company, the world’s oldest tea auctioneers, as a trainee auctioneer. That experience taught me how to connect the art of growing tea with the business of trading it, whilst getting me hooked to the fascinating world of tea tasting.
Over the past 18 years, I’ve worked across many areas of the tea industry, from Tea Auctions to buying and blending, but my core strength—and greatest passion—is tasting. I have trained my palate on teas from a wide range of origins, learning to recognize the subtle seasonal and regional variations that define quality. My career has spanned both scale and specialization—from managing blends for large, multi-million-kilogram brands to sourcing rare and premium teas for Starbucks. What’s often called the “poor man’s drink” in India has been valued and appreciated worldwide.
These experiences have not only deepened my understanding of tea but have also strengthened my focus on consumers—how their preferences evolve and how global demand continues to shift. My journey remains one of continuous learning, combining the heritage of my family’s past with the insights and challenges of today’s market.

Q2. How are changing consumer preferences — especially toward health, wellness, and natural beverages — shaping the tea industry in India and globally?

In its 200+ years of existence, the Indian tea industry is experiencing a fundamental transformation, driven by changing consumer priorities around health, wellness, and natural ingredients. It is no longer just about the ‘poor man’s drink’—it is about what that cup contributes to one’s overall well-being.
Traditional black tea, once the backbone of the industry, is steadily giving way to more specialized and higher-value segments. Consumers are turning to herbal and functional teas—blends that promise benefits such as immune support, stress relief, and better sleep. These wellness-focused categories are growing far faster than conventional black tea, signalling a broader shift toward purposeful consumption.
Convenience is another strong driver of this change. Ready-to-drink teas, cold brews, and kombucha (fermented tea being the base) are gaining popularity as people seek health-oriented options that fit into their busy lifestyles. Consumers are constantly looking for wellness on the go without compromising on quality or authenticity.
At the same time, due to rising disposable incomes and the impact of social media on the population under 50, especially in the country's urban settlements, there is also an increasing willingness to pay for premium and ethical products. Buyers, especially in the urban and export markets, are choosing organic, single-estate, and small-batch teas—valuing transparency, sustainability, and craftsmanship as much as taste.
While the tea industry has witnessed several changes over the centuries, the current shift is hard to pass off as a phase or trend. These changes seem more structural and more long-term. Although black tea will continue to hold its place, the real value is moving towards premium, functional, and responsibly produced/sourced products. This shift influences everything—from what farmers grow to how brands innovate and market their offerings.
For the tea industry, the future lies in sincerely connecting genuine wellness benefits with sustainable sourcing and modern convenience. The industry will be defined by its ability to remain natural, functional, and premium reflecting the evolving expectations of today’s conscious consumer.

Q3. How are sustainability expectations from consumers and global buyers reshaping sourcing priorities?

Sustainability is no longer an optional add-on in the tea industry—it has become the foundation of global trade. Today’s buyers, from European retailers to urban consumers in Asia, expect assurance that their daily cup is produced responsibly, with care for both people and the planet. Ethical sourcing, environmental stewardship, and full traceability are now essential, not exceptional.
Tea companies are competing on far more than just price and flavour. The new measure of success includes environmental performance, social responsibility, and transparent governance. Major global brands such as Unilever, Tata Consumer & Tetley, and Twinings now use ESG (Environmental, Social, and Governance) scorecards to evaluate suppliers. Without compliance, even the best teas struggle to find a place on international shelves.
To meet these evolving standards, the industry is transforming from the ground up. Many brands are bypassing traditional intermediaries to build direct, long-term partnerships with tea estates—collaborating on climate adaptation, worker welfare, and certification programs. Estates across Assam, Nilgiris, and Darjeeling are investing heavily in globally recognized certifications like Rainforest Alliance and the Ethical Tea Partnership. At the same time, digital innovations such as QR codes and blockchain are being adopted to give consumers transparent proof of a tea’s origin and journey.
The results speak for themselves. Premium organic and orthodox teas, particularly from India’s heritage regions, are commanding higher export margins. The link between sustainability and profitability is now undeniable—ethical practices not only safeguard the planet but also enhance brand value and consumer trust. In the evolving world of tea, sustainable practices encompassing not just worker welfare but the entire supply chain, whilst ensuring a greener, cleaner planet, are the new gold standard. The future belongs to teas that are sustainable, traceable, and ethical from leaf to cup.

Q4. How do you see regional preferences shaping segment growth — for instance, between North India, South India, and urban versus rural markets?

Tea continues to be India’s most loved beverage after water, enjoyed in over 90 percent of households. However, the country’s tea consumption patterns are changing rapidly. Growth is no longer being driven by the traditional, everyday “mass chai” but by health-focused, premium, and convenient formats that appeal to a new generation of consumers, particularly in urban markets.
The conventional CTC (Cut, Tear, Curl) chai still forms the backbone of the Indian tea industry, accounting for nearly 85 percent of total consumption. Established brands such as Tata Tea and Brooke Bond continue to dominate this segment. While demand in major northern cities has stabilized, rural regions are witnessing steady expansion. To maintain engagement, brands are adapting their blends to regional preferences—a stronger chai in the North and a lighter variant in the South—demonstrating that tea’s universality in India is matched only by its local diversity.
The momentum today lies in emerging, high-growth categories. Wellness teas—especially green, herbal, and Ayurvedic blends—are gaining significant traction in metros such as Bengaluru, Delhi NCR, and Hyderabad, in line with the country’s growing focus on fitness and holistic living. Ready-to-drink and iced teas, though still a smaller segment, are expanding rapidly as healthier, on-the-go alternatives to carbonated beverages. Meanwhile, premium and specialty teas once destined for export are finding domestic success. Through e-commerce and contemporary packaging, single-origin teas from Darjeeling, Nilgiri, and even Assam have become both accessible and aspirational.
Leading players are responding with a dual-portfolio strategy—retaining affordable CTC offerings for mass markets while developing premium, wellness-oriented lines for urban consumers. Notably, South India, particularly Bengaluru and Kerala, is emerging as a hub for tea innovation and new product development.
India’s tea industry is entering a new era—one that blends tradition with modern preferences. While chai remains an integral part of everyday life, the Indian tea experience is steadily becoming more diverse, health-conscious, and premium-driven.

Q5. Where do you see the biggest whitespace opportunities in the Indian tea market — in terms of consumer segment, geography, or product format?

India’s tea market is one of the largest and most deeply ingrained in the world, producing over 20 percent of global supply. Yet, while tea remains a daily ritual for millions, the traditional “mass chai” segment is maturing. New consumers do not just define the current wave of growth, but also by new reasons to drink tea—driven by social media, health awareness, and evolving tastes.
Urban and younger consumers are increasingly seeking products that deliver functional benefits, convenience, and authenticity. Wellness-focused blends targeting gut health, immunity, or relaxation are gaining traction, often combining Ayurvedic ingredients with modern nutritional science. Meanwhile, ready-to-drink teas, cold brews, and kombucha are rapidly expanding as on-the-go alternatives to soft drinks, reflecting a growing preference for healthier, convenient choices.
At the same time, premium and specialty teas are reshaping perceptions of the category. Artisanal, single-origin, and small-batch offerings are emerging as aspirational lifestyle and gifting products, supported by e-commerce and thoughtful packaging. Sustainability and transparency are also becoming critical differentiators, with consumers demanding ethically sourced, traceable, and eco-conscious products. Traditional tea companies are responding by repositioning themselves as wellness beverage brands rather than simply providers of a daily ritual. Functionality, convenience, and cultural authenticity have become central to growth. Many Indian brands are leveraging their heritage by integrating Ayurvedic principles with modern science, creating products that are both credible and relevant.
Digital channels are accelerating this transformation. Direct-to-consumer models, subscription services, and personalized recommendations are helping tea move from a commodity to a lifestyle experience, while building brand loyalty and higher-margin growth opportunities. The future of Indian tea lies in brands that can balance tradition with transformation—honouring the cultural soul of chai while meeting the demands of a generation that values health, convenience, sustainability, and authenticity. 

Q6. If you were an investor looking at companies within the space, what critical question would you pose to their senior management?

With my experience in tea and bearing in mind the global changes being witnessed in the industry, especially in the convenience, wellness, and functional beverages space, a legacy industry like ours has much to offer. Still, there is also an urgency to keep up with the changing times to remain relevant. 
Considering these changes and looking to the future, as an investor, I would like to understand the company's long-term viability and place importance on its sustainable competitive advantage and operational resilience, in addition to the obvious economic outlook and growth forecasts. 
•    One of the most critical areas to understand is the company’s proprietary IPs – patents, unique extractions, clinical data, etc. – that truly underpin their wellness claims. Does science protect its differentiation, or is it just another easily copied blend? This would help in determining the long-term pricing power and regulatory risk.
•    It would further be prudent to understand the company’s Sustainability and Supply Chain Resilience. Before considering an investment, it would be essential to understand how the company has stress-tested its global supply chain, specifically the steps management is taking to mitigate climate change impacts in key growth regions while ensuring ethical labour practices to protect brand equity from negative publicity.