Story of top tea companies and top chai start-ups in India: What makes them to keep it big?

Abstract

India’s tea big business houses are full of fascinating business success stories. Tea might just be an ordinary daily life FMCG product but the business behind it has a huge impact on the Indian economy and also has a vital impact on structuring the Indian consumer market evidenced back from its entrance into British rule to today’s modern era. The Indian tea industry has expanded itself to own a wide range of global tea brands and has advanced to be the most technologically equipped tea industry around the globe. Sipping tea and conversations about cricket, politics, and cinemas from the local tea points to the corporate board room discussions on vital business strategies tea has become synonymous with the Indian way of living. Ever since the Covid pandemic Gen Z and Millennials have become more health conscious nowadays and have started investing in a healthy lifestyle which has increased the demands for black tea, chamomile tea, and green tea. Making it a big reason for the emerging new forms of businesses titled chai start-ups in the Indian tea industry.

Research objective: The research approaches to put forward an overview on top ranking tea businesses and chai start-ups in India and also attempts to the realization of strategies that make them successful businesses.

Keywords: Chai start-ups, tea business, Indian tea industry, Red ocean strategy, Blue ocean strategy.