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Teabox boon for gardens

Siliguri-based online tea brand Teabox will promote select tea gardens from Assam, Meghalaya and Sikkim in their upcoming offline stores in different parts of the country.

By ROOPAK GOSWAMI in Guwahati
  • Published 15.12.17
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A Teabox store in Bangalore

Guwahati: Siliguri-based online tea brand Teabox will promote select tea gardens from Assam, Meghalaya and Sikkim in their upcoming offline stores in different parts of the country.

The five-year-old consumer tea brand, which has raised $7 million in fresh funding, has sold 40 million cups of Indian tea to consumers in more than 112 countries.

"We recently did an exclusive marketing agreement with Halmari in Assam, Lakyrsiew in Meghalaya and Bermiok (Sikkim). We will do exclusive marketing for their produce through multiple channels with appealing videos and by putting up stalls in high-end food and beverage events," Kausshal Dugarr, founder-CEO, Teabox, told The Telegraph. Halmari is one of the top tea gardens in the world and gets record prices in CTC tea whereas Lakyrsiew is a small boutique garden in Meghalaya.

Assam produces more than 50 per cent of India's produce, and recent auction prices and improved quality also shows the Northeast's potential in the speciality tea segment. There is going to be a speciality tea contest at the North East Tea Conclave and Expo on December 23 here.

The company will be opening stores in Chennai, Mumbai and Gurgaon. "We will have a dedicated page on our website for our exclusive partners like Halmari, Lakyrsiew and Bermiok, where we will showcase their produce along with interactive videos, infographics, write-ups on history, achievement of the respective plantations and USP," he said.

He said the company participates in most exclusive high-end food and beverage /lifestyle events in the country . "With digital content, design and ideas we will give a virtual tour of the plantations to the consumer," he said.

The company is also working with a self-help group in Darjeeling called Reyso which employs plantation workers in the lean season and knit tea and cup-cozies. Indian Tea Association chairman Azem Monem, at its annual general meeting in Calcutta, said, "Assam and Dooars are home to high quality profile teas which have yet to get their deserved value in the global market." Soham Daga of Amarawati Tea Company which owns Halmari said the global reach of Teabox will help them get more publicity.