Tea producers reinvent business, adapt online blend for consumer connect

Data available on the Tea Board website showed that India's production in 2020-2021 had stood at 1,283.03 million kg and volumes at the auctions were around 547 mkg

Heritage tea plantations are reinventing their business model in the digital era and reaching out to consumers directly to offer a fresh cuppa.

The plantation owners are bulk tea players that rely on auctions, private sales, exports and even modern retail in a limited way. But with the e-commerce space hotting up post-Covid pandemic, bulk tea players are viewing D2C as an effective way to sell premium tea and connect with the consumers.

“Less than 50 per cent of tea sales are routed through auctions. But for the balance 50 per cent, online retailing is likely to help producers get