In marketing tea, health has always played an important role. In her book Tasting Qualities, Sarah Besky writes that back when the Indian Tea Association (ITA) was promoting “Empire Tea” (teas originating in the colonies), medical journals were linking the increased consumption of these malty, astringent teas from British colonies to a population-wide rise in indigestion and constipation. Tea’s most important benefit today is boosting immunity.
Tasting Qualities: The Past and the Future of Tea by Sarah Besky manages to easily deconstruct and demystify the space between the plantation and the cup of tea.
The Tea Leaf Theory team is very lean, choosing to remain independent, bootstrapped, refusing certifications, they represent a new kind of startup, modern yet rooted in something traditional, ancient even. There’s the social impact but Tea Leaf Theory is not an NGO working for small farmers. “We want to make them entrepreneurs, not beneficiaries,” say co-founders Upamanyu Borkakoty and Anshuman Bharali.
Sikkim’s Temi Tea has protected and sustained its legacy. But it also made this legacy a part of its brand story, one that complements its topnotch tea.
Three sisters from Manipur, India, and their brother launched Forest Pick Wild Tea about two years ago. Together they organized villagers to harvest tall-grown tea trees on a schedule, arriving with portable processing equipment to make artisan oolong, black, green and white teas. “Irrespective of the market size or market opportunity, Forest Pick Wild Tea is not another start-up, but an eco-system we are creating in which all the villagers participating will benefit.” — Julie Gangte
He speaks of tea as one would about a real person, as a friend. That’s true love, if it can be called anything.
Given that the Indian tea industry is struggling, Craigmore Tea Estate’s profitability offers important insights. The estate produces orthodox green and black tea, with the former exported and the latter sent to the auctions. Over the years, the balance has tilted to favor more green tea production to meet the demand.
Tea Studio celebrated its second birthday in August 2019. What it offers is a new model for processing tea in India. Small has not meant few teas. Nearly 90% of Tea Studio’s teas are exported to Canada, United States, Japan, and Australia. Teas are made to order, production is a modest 20 kilos a day.
Three sisters from Manipur, India, and their brother launched Forest Pick Wild Tea about two years ago. Together they organized villagers to harvest tall-grown tea trees on a schedule, arriving with portable processing equipment to make artisan oolong, black, green and white teas. “Irrespective of the market size or market opportunity, Forest Pick Wild Tea is not another start-up, but an eco-system we are creating in which all the villagers participating will benefit.” — Julie Gangte
Given that the Indian tea industry is struggling, Craigmore Tea Estate’s profitability offers important insights. The estate produces orthodox green and black tea, with the former exported and the latter sent to the auctions. Over the years, the balance has tilted to favor more green tea production to meet the demand.