ndia’s love affair with tea is nothing short of epic. It has grown over the ages to become a household beverage, popularised by legacy brands like Red Label, Tata, and Taj Mahal. Masala Chai was also crowned one of the most popular non-alcoholic beverages the world over by food guide TasteAtlas.  Now, a new crop of direct-to-consumer brands is giving the humble tea a fresh spin. Whether the premium single-estate origin teas or artisanal brands serving infusions, more players are making space in India’s tea market, which was valued at $11.1 billion by IMARC Group in 2023. Brother and sister duo Muneet Arora and Balkirat Singh too decided to bring something new to the tea market, fuelled by their shared love for the beverage. “Despite the presence of numerous traditional tea brands, we felt the tea industry lacked innovation. Observing how Starbucks revolutionised coffee, we saw an opportunity to reinvent tea for modern consumers,” Arora tells YourStory. In April 2022, they launched Freshleaf Teas with Rs 20 lakh of their savings, along with additional investment, to offer a diverse range of teas, including both sparkling and traditional varieties. Singh, a Chartered Accountant and former finance and sales professional, leads the startup’s growth and strategic financial management. 

Read more at: https://yourstory.com/2024/06/ludhiana-tea-brand-earning-name-premium-blends