Experts redefine future of tea at India International Tea Convention

Guwahati: The next big revolution in tea won’t be about selling more cups — it will be about pouring more meaning into every cup.

This was the defining message as experts from across the globe gathered at the recently concluded India International Tea Convention 2025 in Kochi, reaffirming that tea’s future will be shaped at the intersection of science, health, innovation, and heritage.

As the convention concluded, a clear consensus emerged — the industry’s revival hinges on a delicate balance between innovation and identity. Whether through health-based formulations, café culture, or digital storytelling, tea must evolve while staying true to its roots.

At Session V – “Future of Tea: Innovative Practices for Value Addition & Branding,” leading figures from the global tea ecosystem — Sebastian Michaelis (Tata Consumer Products), Amuleek Singh (Chaayos), Harish Bhat (Tata Sons), and Sumit Patil (Hindustan Unilever Limited) — shared how innovation, technology, and consumer insight are redefining the world’s most beloved beverage.

Technology, Personalisation, and Desire at Scale

For Sumit Patil of HUL, the future of tea lies in personalisation and digital engagement. “Every Indian drinks a different cup of tea,” he noted. “We must use technology to tailor blends for local tastes while building desire at scale.”

Patil outlined how premiumisation, health positioning, and on-the-go formats can help tea compete with modern beverages such as coffee and energy drinks. “We must shift tea from a daily necessity to a lifestyle aspiration,” he said, emphasising the role of storytelling and sensory branding in shaping deeper consumer connections.

Making India Fall in Love with Tea Again

“Tea is brewing, but far too slowly for India’s potential,” said Harish Bhat, former brand custodian at Tata Sons, unveiling his new campaign #LoveTeaAgain.

He urged the industry to rethink how tea is portrayed — moving beyond affordability and habit to emotion, experience, and wellness. Despite India’s deep cultural link with tea, he pointed out that consumption growth has plateaued, as noted in the Tea Board of India’s 2024 report.

“The barriers are not in production but perception,” Bhat said. “To reignite growth, we must make tea aspirational again — a drink that connects people, evokes pride, and symbolises mindful living.”

Under his vision, the #LoveTeaAgain campaign is built around five pillars, or “five doors to rediscover tea.” The first, #TeaLuxe, aims to make tea aspirational, giving it the allure of wine or the lifestyle status of coffee. Bhat drew parallels with France’s Château Margaux, India’s Manam Chocolate, and Starbucks’ “third place” philosophy, where coffee is more than a beverage—it is an experience.

While premiumisation is happening through offerings like Makaibari’s biodynamic teas and Tata Tea 1868’s heritage blends, Bhat noted it remains insufficient to shift perceptions. His challenge is to make tea a symbol of sophistication and self-expression.

The second pillar, #TeaPower, seeks to break health myths surrounding tea. Bhat emphasised that tea hydrates, is rich in antioxidants, supports heart health, and aids focus. Inspired by transformative national campaigns like Amul’s White Revolution and NECC’s egg promotions, he proposed a collective industry-wide effort to make tea synonymous with wellness.

Complementing this is #TeaStyle, which aims to make tea culturally and socially relevant. Bhat envisions tea as a lifestyle statement, from cold brews and bubble teas to chai bars infused with urban creativity, mirroring how coffee built its own cultural language.

The final pillars focus on modern convenience and national pride. #TeaReady targets the on-the-go generation with innovations such as ready-to-drink teas, premium tea bags, and tech-enabled brewing, emphasising that convenience can enhance rather than compromise quality.

#TeaDesh positions tea as a symbol of India’s heritage and pride, promoting hyperlocal storytelling that highlights regional terroirs, unique leaf profiles, and the farmers behind each cup. From Nilgiri frost teas to Assam gold tips, every region and every tea is encouraged to tell its own story, reinforcing tea not just as a beverage, but as India’s gift to the world.

Reinventing India’s Chai Experience

Representing India’s new-age café revolution, Amuleek Singh, Founder and CEO of Chaayos, shared how his company is modernising the country’s chai culture “from garden to glass.” Having already served over a billion cups of freshly brewed chai, Chaayos is betting on customisation, premiumisation, and convenience to win the next generation of drinkers.

“India runs on chai, but the way we experience chai is changing,” Singh said. Through data analytics and consumer insight, Chaayos has built one of India’s largest organised tea café chains, appealing to evolving urban lifestyles. New offerings like boba teas and brand collaborations with snack giants have made chai trendy again. “Our mission is to make chai cool again — without losing its warmth,” he added.

Health and Science: The New Brew of Innovation

Setting the tone for the session, Sebastian Michaelis, Master Blender at Tata Consumer Products, showcased how functional teas and science-backed innovation are reshaping global beverage trends. He cited the success of the ‘Super Greens’ blend fortified with vitamins, which exceeded sales targets by 200% and created a new market category.

“Health is the macro trend driving consumption worldwide,” Michaelis said, adding that breakthroughs in nanocatalysts, extraction science, and formulation technologies will soon redefine tea’s potential. “The opportunity lies in creating teas that don’t just refresh — they restore.”

Innovation, Health, and Heritage

The convention’s broader narrative was clear: tea’s future will be brewed not just in plantations but in labs, cafés, and digital spaces. The fusion of innovation and heritage is the next wave of growth — from personalised blends to AI-driven consumer engagement and functional wellness teas backed by science.

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