India’s tea industry has long thrived on tradition. However, Assam-based startup Aromica Tea chose innovation over convention.

Founded in 2018 by tea expert Ranjit Baruah, the startup carved a niche in the speciality tea market through unique wellness blends and experimental flavours.

Baruah entered entrepreneurship after spending nearly two decades in tea plantations, including a successful stint at Williamson Magor.

Instead of entering the highly crowded regular tea trade, he focused on speciality tea, a segment that occupied barely 0.5% of the market at that time. He invested almost 90% of his retirement savings into developing innovative tea blends.

The startup gained attention for its unusual and wellness-focused products. Its lineup includes herbal teas, immunity blends, and the widely discussed Bhoot Jolokiya Tea, made using the famous ghost chilli from Northeast India.

Consequently, Aromica Tea built a strong identity among customers seeking healthier and premium tea experiences.

The company initially introduced its products through cafes in Guwahati. As consumer interest grew, Aromica expanded from five blends to nearly 35 speciality varieties.

Furthermore, the startup began exploring international markets by sending samples to Australia, Nepal, and Germany.

Support from IIM Calcutta Innovation Park helped the company strengthen its export ambitions and business strategy.

Aromica Tea follows a direct-to-consumer and online-first business model. The startup aims to reach buyers through multiple e-commerce platforms while targeting niche tea consumers globally.

This approach reduces dependency on traditional retail networks and allows better market visibility for speciality products.

Customers benefit from the startup’s focus on wellness, flavour diversity, and premium tea experiences.

In addition, Aromica Tea promotes regional ingredients and artisanal blending techniques, giving consumers access to products beyond conventional tea offerings.

The startup also gained public attention after launching “Zelensky,” a strong Assam CTC tea named after Ukrainian President Volodymyr Zelenskyy.

Baruah stated that the blend symbolised courage and resilience during the Russia-Ukraine conflict. The move generated both visibility and discussion around branding innovation in the tea sector.

Despite its growth, Aromica Tea faces several challenges. Speciality tea remains a small market compared to mass tea consumption.

Moreover, export uncertainties, global geopolitical tensions, and payment disruptions in tea-importing nations like Russia can affect business expansion.

Building consistent consumer awareness for premium blends also requires sustained marketing efforts.

Nevertheless, Aromica Tea continues to stand out through experimentation, storytelling, and premium wellness products.

Its journey reflects how innovation and niche branding can reshape a traditional industry.

Image Credit: Aromicatea Website Screenshot

Image Reference: https://www.aromicatea.com/