The future of tea isn’t just steeping; it’s bubbling with innovation! Experts at the 8th India International Tea Convention 2025 unanimously agreed that staying ahead means constantly evolving, embracing new trends, and reinventing how we perceive and enjoy this ancient beverage.
Harish Bhat, Brand Custodian of Tata Sons, highlighted the critical need for a fresh perspective. “We must talk about tea in novel ways and explore imaginative new sales channels,” he urged. He stressed that technological advancements and unwavering consistency are paramount for industry growth, especially given that tea’s expansion rate lags behind other popular beverages.
Bhat emphasized the shift required: from viewing tea as a mere routine drink to an aspirational one. While tea has undeniably entered its “experiential era,” barriers persist. With consumption growing at a modest two percent annually, the focus must sharpen on premiumization – making tea both desirable and accessible. He also called for a concerted effort to dismantle common myths surrounding tea, such as it causing acidity, addiction, or dehydration. Bhat even suggested collaborative campaigns with government agencies, mirroring successful initiatives that boosted milk and egg consumption.
Further insights from the convention revealed that today’s consumers prioritize convenience and healthier options. Sumit Patil, Head of Beverages Business Development at HUL, pointed out the diverse preferences among tea drinkers, emphasizing the necessity to elevate the consumer experience, integrate technology, cultivate new market segments, and proactively develop the market. Sebastian Michael, Head of Tata Consumer Products International, echoed this sentiment, advocating for fresh strategies, new voices, and a continuous flow of innovative tea blends.
Amuleek Singh Bijral, CEO and Co-Founder of Chai Point, reinforced the consumer demand for consistency and quality. He shared his brand’s journey, focusing on delivering a standardized, excellent out-of-home tea experience. Bijral noted a fascinating trend: consumers are increasingly turning away from coffee due to health concerns and gravitating towards tea. This shift further underscores the industry’s need to adapt to convenience-driven demands and leverage technology to connect more deeply with its audience.
The three-day convention in Kochi served as a vital platform for addressing the challenges and charting a forward-thinking course for the global tea industry.