Mumbai: In the heart of bustling cities and serene countrysides alike, there exists a world where time slows down and senses awaken to the delicate dance of leaves and water. This is the realm of Tea Culture of The World owned by Society Tea (Amar Tea Private Limited {ATPL), where each cup is not just a beverage but a symphony of flavors crafted from the finest gardens across the globe.
From the misty mountains of China to the sun-drenched fields of India, every leaf is hand-plucked with reverence and steeped in tradition. With 120 exquisite blends, TCW weaves a tapestry of taste, inviting tea lovers on a journey of unparalleled refinement.
Dr. Rupali Ambegaonkar, the astute business head of Tea Culture of the World (TCW) at Society Tea (Amar Tea Private Limited), has steered an extraordinary journey marked by innovation, resilience, and a relentless pursuit of excellence. Armed with a medical degree from Lokmanya Tilak Medical Hospital and a master's from GS Medical and KEM Hospital, Dr. Ambegaonkar's foray into the tea industry in 2011 marked a transformative moment. Recognising an untapped niche in India's tea market, she founded TCW, introducing a diverse range of herbal and flavoured teas that defied convention and captivated consumers' palates.
Indiantelevision.com recently interviewed Ambegaonkar, who shared insights on their collaboration with Label Chola at Lakmē Fashion Week X FDCI. She discussed the infusion of Japanese tea culture into the runway, as well as their successful online business ventures.
Edited excerpts
On the collaboration with Lakhme Fashion
Throughout my journey, I have been associated with women led sustainable businesses and we decided to collaborate with Lakmē Fashion Week X FDCI. Their team mentioned Label Chola and we liked the work that they did which was women led, sustainable orientated and fashion. We really thought that our synergies match so why not support each other and take this journey forward together.
On ways you see the convergence of tea culture and fashion influencing consumer behaviors, particularly in the context of luxury markets
We have always looked at ourselves not as a team, but as a lifestyle. We always brought our teas from all over the world. People in different countries enjoy tea so we have always tried to introduce it. In our own tea culture, we have taken it to a different level. We procure tea from the rarest Indian estates and bring that to our Indian consumers which wasn't happening before our company. So tea is a lifestyle and hence we thought to collaborate with a lifestyle consumer. A consumer who is attending Lakmē Fashion Week X FDCI is enjoying that kind of a lifestyle. There we felt our synergies match and so we thought it's a great association also we are always learning. We don't know how it will pan out but yes, we are evolving.
On incorporating these themes into its brand identity and product offerings
I think we incorporate it because of sustainability, and we like the colours of Chola. Our packaging is also very fashionable and we come up with very interesting packaging. We in our sense are very fashionable.
On your online business
Online business is the need of the hour. The consumer is more and more online. Our patrons find it extremely easy to get tea at their doorstep while our store offers an experience to taste and smell the tea also or people will give more information on the tea. But someone who has already experienced our store and wants the tea at their doorstep online is very convenient. We are scaling our online business and pandemic has taught us new lessons and that's why we started to occupy online. Our online vertical is profitable and we are seeing growth which helps us to spend more in online business and increase our reach to not only food and tea patrons but to also our lifestyle and fashion patrons. We want to introduce our tea and lifestyle to them. We are really liking this online business and how it is evolving for us so far. It's positive.
On specific elements of Japanese tea culture integrating into Label Chola's runway showcase
Our brand is Tea Culture of the World so we are not biased to any particular culture. We celebrate all tea cultures. We have teas from all around the world. When we were discussing with Chola, she felt that this time's collection was inspired from Japan, so we thought, why don't we too celebrate the Japanese tea culture? So those who will attend the show, will get a taste of Japanese tea. This time we celebrated their culture next time it could be anyone be it India, Chinese, Argentinian etc.
On collaborating with other events in future
We keep doing interesting collaborations and want to give exposure to as many people who are in our target audience. There are few events and festivals that we want to collaborate with in future. We will definitely announce when the collaboration will happen. People who follow our Instagram will know that we advertise a lot of events like tea-blending masterclass or tea tasting and something or the other where our consumers have the experience. During the pandemic we did a lot of online tea tasting sessions where we sent hampers to home and people could taste different teas. We keep doing events, which we announce on our portal.
