Esah Tea, an Assam-based D2C tea brand, has announced its grand expansion in Delhi. This strategic leap marks a significant milestone in the brand’s journey, bringing the rich heritage of Assam’s tea culture to the bustling capital region.
Esah Tea has established a notable presence in Delhi, encompassing key locations such as West, East, Central, and North Delhi, offering its products in over 80 departmental stores. With plans to expand further, the brand aims to extend its reach to South Delhi, Gurgaon, and Noida, ensuring accessibility for tea enthusiasts across the entire Delhi-NCR region.
This expansion aligns with Esah Tea’s ambitious mission, intending to convert more than 20,000 acres of land to organic tea cultivation in Assam. Simultaneously, they plan to onboard over 1000 local small tea growers by the year 2025.
Esah Tea’s diverse range can be found in multi-brand stores across Delhi-NCR, with specific modern outlets such as Baniya ki Dukan (BKD), Max Bazar, Kia Bazar, and Kisan Mandi showcasing the brand’s exceptional collection. Among the 10 unique product variations available, each promises a distinctive tea experience.
Moreover, the brand has introduced a line of instant chai that features tempting variants like Cardamom, Masala, and Kadak chai. Additionally, catering to the health-conscious consumer, they’ve launched the Instant Mango Turmeric Latte.
On the expansion Bijit Sarma, Founder and CEO of Esah Tea said, “Our journey, expanding from our humble beginning to Delhi-NCR and beyond, is a testament to our unwavering commitment to providing the healthiest, and the most authentic tea experience for our valued customers. As we grow, we remain resolute in our promise to provide premium, organic teas that not only taste great but also embody our dedication to eco-friendliness and healthy living.”
The standout product among Esah Tea’s offerings is the Assam Organic Gold CTC Chai. This distinctive blend presents a cup of tea with a bright yellow-brown hue, reminiscent of the original Assam Tea from the 19th century. In contrast to traditional teas that darken upon boiling, Esah’s organic variant maintains its appealing color, setting it apart.
What distinguishes the tea brand further is its meticulous approach in selecting tea blends sourced from over 150 local gardens and small-scale tea cultivators. This ensures a swift journey from the garden to the cup in just ten days, skipping intermediaries and preserving the tea’s freshness and quality.
The pricing of Esah Tea products aligns with the brand’s aim to make organic tea accessible to a wider audience. This pricing structure positions Esah Tea on par with conventional tea brands, with just a 10% premium cost. Additionally, the brand is currently offering exclusive discounts in stores.
Established in 2021, Esah Tea, initially available in just ten premium stores, has rapidly expanded its footprint to encompass over 600 stores nationwide. This presence extends to both online platforms, exclusively on Big Basket and Amazon.in, as well as offline locations in key cities like Guwahati, Delhi-NCR, Bangalore, Hyderabad, and Kolkata. The startup is gearing up for its next funding round, aiming to secure investment to realize its ambitious target of reaching 5,000 outlets across India by 2024. Beyond India’s borders, Esah Tea exports to over 10 countries, including the USA, South Korea, Abu Dhabi, and the UK. With a growing customer base of over 100,000 individuals, both online and offline, the brand’s unique strategy of offering complimentary in-store tea tastings has garnered positive feedback and encourages immediate purchases.