On International Tea Day, we speak to Bala Sarda, founder, and CEO, VAHDAM India, a homegrown brand that specialises in superfood teas, drinkware, premium specialty teas, and elixirs. He shares insights on the most famous and favourite beverage in India.
Your views on the trend of immunity-boosting teas?
Tea is an essential part of our daily lives and its consumption has gone up massively. It is one of the healthiest beverages and there has been a huge shift in consumption as well. In addition, the pandemic has made everyone re-discover and re-appreciate the timeless wisdom of the Indian way of life – simple, natural, organic, and holistic. In addition, teas are a great fit in creating a holistic healthy lifestyle thus making them an ideal choice. We launched a range of immunity-boosting, certified organic green teas and turmeric teas, and lattes in a convenient format.
What are the changes in the tea industry and future expectations?
There is a huge resurgence in tea with its proven health benefits. It is making a huge comeback as a wellness drink and a lifestyle beverage.
However, on the plantation side, there are massive issues being faced by the industry. It is plagued with problems like low wages, uncertain future, high cost of production, consistent quality aspects of tea.
Weather conditions are continuing to remain harsh and unpredictable because of larger climate change issues. Tea prices remain a major concern for the industry, not having kept pace with increasing costs.
I believe we need a global brand and in fact, several homegrown Indian global brands to help us retain the value in India and emerge as the top global exporter. That is the only long-term sustainable way to empower this industry. And we do see it happening now.
What are the changes in consumer buying patterns?
I have seen a massive change in the mindset of consumers – how everyone is embracing locally available products and appreciating their benefits. This pandemic has ensured that local products are re-integrated into our lives and lifestyles. In the post-Covid world, it will become an integral part of our lives. There is likely to be an impact on brands and product choices being made and this impact may break longtime purchase habits irreversibly. There has been a significant rise in e-commerce adoption globally, due to Covid. It has covered enough ground in a few months than what would have taken several years otherwise. It is making consumers realise the convenience of ordering online.
Organic, natural, and pure foods, locally produced, processed, and packed, will be the first choice. In my opinion, #VocalForLocal will play a central part in the post-Covid world.
Did you know?
The first documented use of tea in the world was in China. Most of the tea that is grown today in the misty Himalayan hills of Darjeeling or the plentiful plateaus of Assam was brought to India from China by the famous Scottish adventurer and Botanist, Robert Fortune.
British discovered tea in India and cultivated and consumed it in enormous quantities between the early 1800s and India’s independence from Great Britain in 1947.
