Interview with Jyoti Bharadwaj, Founder of Tea Fit
Conducted by Raamesh Chandra, Editor at Indian Startup Times.
Introduction
Raamesh: Good afternoon, Jyoti. Thank you for joining us today for this interview. Let’s dive right into it. Could you share with our audience what inspired you to create Tea Fit and how combining real brewed iced tea with Ayurvedic herbs came about?
Jyoti: Hello, Raamesh. Thank you for having me. Tea Fit was born out of a culmination of personal and professional experiences. My journey into entrepreneurship was not a direct path but rather a convergence of factors. After completing my MBA from the Indian School of Business and working with startups like Lavan Fresh and housing.com, I realized my passion for creating impact and building something tangible. The genesis of Tea Fit dates back to 2015 when I observed the thriving market for unsweetened beverages in Japan. Inspired by this and concerns about my family’s health and the lack of healthier beverage options, I envisioned Tea Fit as a solution to bridge this gap. The idea was to offer consumers a range of unsweetened beverages infused with Ayurvedic herbs, providing a healthier alternative without compromising taste or quality.
Selection of Ayurvedic Herbs
Raamesh: It’s fascinating how your personal experiences shaped the creation of Tea Fit. Could you elaborate on selecting and incorporating the 15 unique Ayurvedic herbs into Tea Fit? What benefits do they offer to consumers?
Jyoti: Certainly, Raamesh. When conceptualizing Tea Fit, our aim was to create beverages that tasted good and provided functional benefits to consumers. We carefully selected Ayurvedic herbs known for their medicinal properties and incorporated them into our recipes to enhance the health benefits of our beverages. For example, we brew lemon black tea with Brahmi, Amla, and other herbs known for their cognitive and immune-boosting properties. Similarly, our peach green tea contains ingredients like nigella, kokum, cinnamon, and pepper, which aid digestion and promote overall well-being. Each herb was chosen based on its specific health benefits, and our formulations were crafted to deliver a balanced blend of taste and functionality.
Quality Assurance and Sourcing
Raamesh: Ensuring the quality and purity of ingredients is crucial, especially when it comes to Ayurvedic herbs. How does Tea Fit maintain the quality and purity of its ingredients, mainly when sourcing Ayurvedic herbs?
Jyoti: Quality assurance is paramount for us at Tea Fit. We have established stringent sourcing processes to ensure the authenticity and purity of our ingredients, particularly when it comes to Ayurvedic herbs. We work closely with trusted suppliers who adhere to strict quality standards and ethical sourcing practices. Additionally, we actively participate in the Government of India’s One District One Product Program, which promotes local artisans and producers. By sourcing directly from farmers in regions like Assam, Tamil Nadu, Bihar, and Arunachal Pradesh, we ensure that our ingredients are of the highest quality and have a known antecedent. Our commitment to quality extends throughout our production process, from procurement to manufacturing, to ensure that every bottle of Tea Fit meets our rigorous standards.
Catering to Health-Conscious Consumers
Raamesh: Tea Fit caters to health-conscious consumers seeking natural and functional beverages. How does Tea Fit resonate with this demographic, and what sets it apart from other beverage brands?
Jyoti: Tea Fit is dedicated to offering consumers a healthier alternative to traditional sugary beverages. Our products are crafted with natural ingredients and infused with Ayurvedic herbs, making them nutritious and delicious. What sets Tea Fit apart is our unwavering commitment to quality and transparency. We prioritize clean labelling and avoid artificial additives or sweeteners, catering to consumers who seek genuine, wholesome products. Additionally, our focus on functional benefits, such as cognitive support, digestion aid, and immunity boost, resonates with health-conscious individuals looking for more than just hydration from their beverages. By providing a range of options that prioritize health without compromising on taste, Tea Fit stands out in the crowded beverage market.
Impact of Shark Tank India and Funding
Raamesh: Tea Fit’s appearance on Shark Tank India garnered significant attention. How did the show help the brand in terms of sales and visibility? Also, could you let me know if you are actively seeking further funding to fuel Tea Fit’s growth?
Jyoti: Participating in Shark Tank India was a game-changer for Tea Fit. It provided us with a platform to showcase our brand and mission to a national audience, resulting in increased sales and brand awareness. The exposure we gained from the show catapulted Tea Fit into the spotlight, opening doors to new opportunities and partnerships. While we were fortunate to secure funding from four sharks on the show, we constantly evaluate our financing needs to support Tea Fit’s growth trajectory. While we have yet to raise additional funds since Shark Tank, we may consider it towards the end of this year to fuel our expansion plans and product innovation.
Financial Performance and Future Outlook
Raamesh: Could you share Tea Fit’s turnover from last year and your projections for the current year? What are your visions for Tea Fit regarding expansion and impact, both domestically and internationally?
Jyoti: Tea Fit experienced significant growth last year, with a turnover five times higher than the previous year. Our expansion efforts have led to increased offline and online footprints, including partnerships with major retailers and exports to multiple countries. We aim to continue this momentum by focusing on distribution expansion, new product launches, and affordability initiatives. Domestically, we plan to expand our presence in key markets like Mumbai and increase our retail footprint across India. Internationally, we will continue to explore export opportunities and establish Tea Fit as a global brand synonymous with health and wellness.
Marketing Strategies and Community Building
Raamesh: How does Tea Fit educate consumers about the benefits of Ayurvedic herbs and promote its unique selling proposition? Additionally, could you tell us about the size and engagement of the Tea Fit community?
Jyoti: Tea Fit employs a multifaceted approach to marketing and community building. We conduct offline sampling events to allow consumers to experience the benefits of our products firsthand. Online, we leverage platforms like Instagram to engage with our audience and share educational content about Ayurvedic herbs and their health benefits. Community building is a core aspect of our brand philosophy, and we prioritize open communication with our customers. Through feedback channels and direct engagement, we foster a loyal community of Tea Fit enthusiasts who share our passion for health and wellness. Our community consists of approximately 17,000 to 22,000 active customers, with whom we maintain close communication to ensure their needs and preferences are met.
Sustainability Initiatives
Raamesh: Sustainability is increasingly important for consumers. How does Tea Fit align with sustainability principles and environmental responsibility in its production and packaging processes?
Jyoti: At Tea Fit, we are committed to sustainability and environmental responsibility. We have adopted eco-friendly packaging solutions, such as fully recyclable bottles and compostable mono cartons for our products. Additionally, we prioritize sourcing from local farmers and participating in initiatives like the One District One Product Program to support sustainable agriculture and rural livelihoods. We continuously seek opportunities to minimize our environmental footprint and explore innovative solutions to reduce waste and promote sustainability throughout our supply chain.
Future Product Developments
Raamesh: Are any new flavours or product variations in the pipeline for Tea Fit? Could you give us a peek at what consumers can expect soon?
Jyoti: Absolutely! Tea Fit is constantly innovating and expanding its product offerings. We recently launched premixes in three flavours, with four more flavours set to be released soon. Additionally, we are developing a line of ready-to-drink beverages in smaller bottles, catering to on-the-go consumers. Our portfolio in the instant tea space continues to grow, with plans to introduce new flavours and variants based on consumer feedback and market trends. We are committed to providing our customers with diverse options that prioritize taste, health, and convenience.
Conclusion
Raamesh: Thank you, Jyoti, for sharing your insights into Tea Fit’s journey and its commitment to health, innovation, and sustainability. Seeing how your personal experiences and passion have driven the creation of a brand that resonates with health-conscious consumers is inspiring. We look forward to witnessing Tea Fit’s continued growth and impact.
Jyoti: Thank you, Raamesh, for the opportunity to share our story. It’s been a pleasure discussing Tea Fit’s journey and our vision for the future. We are excited about the possibilities ahead and remain dedicated to providing consumers healthier beverage options that nourish the body and soul.
