Tea was introduced to India by the British in the nineteenth century, to overcome the monopoly of Chinese production. The first area to be planted was the mountain region surrounding the city of Darjeeling, perched on the Himalayan foothills, in the 1850s.
In the early days of tea consumption, the leaves were picked and boiled in water to produce a rather bitter brew. The leaves were used primarily as a medicine and secondly as a pleasurable drink. India is the world’s largest consumer of tea, consuming nearly 30% of global output. India is also the second-largest exporter of tea, after China.
The practice of Ayurveda has led to a long tradition of herbal teas. The traditional Indian kitchen has long used medicinal herbs and spices such as basil, cardamom, pepper, mint, etc. With its sweet and milky taste, chai masks some of the stronger and more bitter flavors of the medicinal additives, whereas cardamom, clove and ginger add a pleasant fragrance and flavor to the tea. Today, India is one of the largest tea producers in the world, with over 70% of domestic tea being consumed within India itself. The Indian tea industry has grown to own many global tea brands, and has evolved as one of the most technologically equipped tea industries in the world.
Tea in India is entrenched in the culture. A typical day begins with a cup of masala chai at home, followed by additional cups throughout the day. Tea, once enjoyed as a simple, warm drink and known for its health benefits, has now evolved into a big industry. Several trends and dynamics are changing by various brands in the tea industry in India. In recent years the demand for premium teas has also increased and there is an increasing interest in purchasing premium teas online. By bolstering consumer knowledge and awareness, the sale of premium and herbal teas have increased manifold.
Some trends that are dictating the landscape of the tea industry in India are as follows:
- Increasing popularity of tea as a wellness superfood: Due to the COVID-19 pandemic, there has been a huge resurgence of teas with proven health benefits. It has established itself as a wellness and lifestyle drink and several new varieties and blends of tea are emerging in the market. Immunity-boosting teas and superfoods with Ayurvedic ingredients like Turmeric, Ashwagandha, Moringa, Tulsi, etc., are in big demand. In addition to immunity-boosting speciality teas, flavored teas are gaining popularity among the younger generation.
- Sustainability: Sustainability is the norm of the day, and the FMCG sector is no exception. As the need for and awareness regarding sustainability is only rising with time, one can expect this to have lasting effects on the tea industry too.
- Growing brand consciousness: As gifting tea hampers at corporate events, weddings, etc., becomes a common trend, brand’s identity becomes crucial. Consumers are now increasingly opting for branded labels. There has been an increase in investment in tea brands with compelling stories to share and scalable business models.
- Critical analysis: Working from home with limited social activities and several other pandemic-induced restrictions have made brands like Shistaka emerge. Shistaka is a certified organic tea brand which offers an exquisite range of the finest quality of natural and organic herbal teas. The brand takes pride in having formulated teas that use healing herbs that take care of ailments while also keeping you rejuvenated through the day.
