Guwahati: You can’t connect the dots looking forward; you can only connect them looking backwards,” said Steve Jobs, an Apple co-founder. “Right now, I am walking the path, and I trust the dots will connect,” says Upamanyu Borkakoty, who has become the first entrepreneur from the tea sector in Assam to secure investment in Shark Tank India. His innovative product, Woolah Tea—the world’s first and most sustainable bagless tea dip—captured the attention of the Sharks and the audience alike.
Woolah, in the Assamese language, means happiness. The founders wanted to create “the happiest tea experience” as well as the happiest value chain in the world of tea—with innovation at the core.
Upamanyu Borkakoty, who hails from Sivasagar in Assam, has caught the imagination of the tea sector in Assam with his innovation. His story is one of a small-town dream brewing into something remarkable.
In a conversation with EastMojo about his journey, Borkakoty shared insights into his experience on Shark Tank, entrepreneurship in the Northeast, and the future of Woolah Tea. Shark Tank India is an Indian business reality series on Sony Entertainment Television and Sony LIV. The show is the Indian franchise of the American Shark Tank. It features entrepreneurs making business presentations to a panel of investors or sharks, who decide whether to invest in their companies.
When asked about his decision to pitch on the show, Borkakoty credited Rimjim Deka and Partha of Little Box as his inspiration. Little Box was the first company from Assam to secure a deal from all five sharks on Shark Tank in 2024.
“Shark Tank makes it easy to pitch not just to investors but also to customers. It’s a great platform for both young and experienced entrepreneurs. If you’re looking for funding, mentorship, and a way to share your authentic story with a massive audience, Shark Tank is the right place to be,” Borkakoty said.
Reflecting on whether his journey to Shark Tank was particularly tough as an entrepreneur from the Northeast, Borkakoty said, “Entrepreneurship is tough, isn’t it? But I wouldn’t say my journey to Shark Tank was tough—yes, it was nerve-wracking, but not impossible.”
Borkakoty’s pitch secured multiple offers from the Sharks. When asked what impressed them the most, he humbly noted, “I was lucky to have 4-5 offers on the table. If I had to guess, they saw something in my 3Hs—Hunger, Humility, and Honesty.”
Responding to a comment about Woolah’s tea dips being perceived as merely convenient products, Borkakoty clarified, “Namita Thapar didn’t mean it that way. She meant that we are bringing the benefits of whole-leaf tea in a convenient format—without the plastic, without the hassle, while keeping the taste and quality intact.”
The Sharks emphasized the importance of making Woolah Tea an ‘experience product.’ Borkakoty agreed, stating, “Our customers love the experience of our teas, and that’s something we want to build on. But creating an immersive experience takes resources, and we are in discussions with Aman Gupta & team on how to approach this—whether to prioritize it now or plan for it later.”
For Borkakoty, the biggest takeaways from the show were authentic storytelling, the 3Hs, and good mentorship. Quoting Steve Jobs, he added, “You can only connect the dots looking backwards. Right now, I am walking the path, and I trust the dots will connect.”
With the ₹50 lakh investment secured on Shark Tank, Woolah Tea’s immediate focus is on scaling production. Borkakoty elaborated, “Since we are break-even, we will continue scaling similarly. Once we raise the additional ₹2.5 crores, we will allocate some of it towards team building and marketing to drive long-term growth.”
When Aman Gupta asked whether his dream of creating a world-class tea brand would end if he failed to raise funds, Upamanyu replied confidently, “We will make it, and we will do it.”
“It’s a win for Assam, and I look forward to more startups from our region,” he said.
Borkakoty’s journey exemplifies the spirit of innovation and resilience, proving that Assam’s tea industry is not just steeped in tradition but brimming with potential for modern disruption. With Woolah Tea, he’s not just redefining how tea is brewed—he’s crafting a narrative of sustainability, authenticity, and global ambition. As Assam continues to rise on the startup map, entrepreneurs like Borkakoty remind us that the region’s future is as steeped in possibility as its past is in heritage.
Also Read: How an Assam startup is lighting up homes and future of small tea growers
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