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How Chai Brand Tearaja Revamped Its Traditional Image To Embrace The D2C Way

How Chai Brand Tearaja Revamped Its Traditional Image To Embrace The D2C Way

Manish Jain, founder of homegrown tea brand Tearaja, stated those above phrases to us this week, however the identical could have been stated approximately Tearaja’s determine organisation way again in 2015. While nowadays manufacturers truly haven't any alternative but to transport to the D2C model to govern the overall consumer enjoy and get sales growth, for Tearaja it was truely approximately survival. 


Coming from a legacy commercial enterprise referred to as Jain Tea Co, Manish Jain and his spouse Poonam Jain ventured into the D2C world underneath the emblem name Tearaja in 2015. At the time, the D2C way of existence for brands changed into unparalleled, Manish recalled, specifically inside the retail-centered and traditional tea enterprise. Jain claimed they regarded the emergence of virtual-savvy Indian clients early on and tapped into the ecommerce boom that was being seen soon after the investment spree on this region round 2014 and 2015.

“Additionally, we did now not want to burn a whole lot of coins as our retail business changed into at the verge of financial disaster,” Jain said, adding that D2C and on-line changed into the logical step for the enterprise to survive then. 

Tearaja Goes From Traditional to D2C

This fact is hitting many companies these days too, and to preserve and live to tell the tale, they too are transferring to the D2C manner. Can Tearaja’s adventure from a legacy brand and from a traditional tea save in Dalhousie two decades ago keep a lesson for today’s D2C manufacturers? 

“This revel in of having served the customers offline has played a essential role in shaping our D2C enterprise in phrases of understanding the customers higher, buying sparkling tea immediately from tea estates, processing and turning in to the stop clients, seamlessly.”

To begin its D2C ‘adventure’, the corporation released  merchandise — inexperienced and black tea — and most effective expanded its product portfolio after hearing marketplace feedback and seeing the demand. Over time, it has added 200 types and flavours of tea, throughout numerous classes, from tea for each day intake, tea for connoisseurs, and tea for ayurveda and medicinal purposes. The modern day one is an immunity-focussed ‘Grandma’s Kadha Chai’ variety.

“Most of our products which can be presently to be had on our platform have evolved because of our customers’ inputs. We have continuously listened to their comments and integrated them, which has, unavoidably, helped us innovate, develop a more recent range of products and customise packaging as a consequence,” brought Jain.

Why D2C Makes Sense Now

Today, a lot of latest-era brands are emerging inside the area and are tapping into the ever-evolving customer call for in all sizes and styles. Besides Tearaja, India’s distinguished tea manufacturers within the marketplace consist of Chai Point, Udyan Tea, Teabox and Chaayos amongst others. But the point of interest in current months has been on lowering the dependency on aggregators and marketplaces.

To in addition raise its D2C credentials, Tearaja plans to launch a loyalty programme which might encompass identical-day transport, reductions and more, which would be generally paid to aggregators and marketplaces. This is expected to play a key position in retaining customers, some thing which is not guaranteed on ecommerce structures for the reason that every list also shows the competition. Plus, ecommerce commissions harm businesses, specifically the ones which might be depending mainly on on line sales. 

“The form of fee that we used to pay to the ecommerce market, we're now shifting this benefit to our clients. We have always stayed faraway from discounting since the very starting. Pre-Covid times, humans used to invite us for reductions on our merchandise. But, now that still seems to be converting as customers aren't inquiring for it anymore,” Jain advised CFT.

The instances are converting and partnering with marketplaces would possibly have made experience when starting out, however now most mature clients need a unique enjoy and handing over this also makes a actual distinction in sales.


“Pre-Covid instances, ninety five% of our sales used to come from ecommerce marketplaces, and ultimate from our website. However, after Covid-19, there was no commercial enterprise for 15 days due to lockdown. Once the door for essentials changed into opened, the call for surged, and 90% of sales started out coming from our own internet site and 10% from the ecommerce marketplaces,” Jain claimed.

With orders piling up on a day by day foundation, the business enterprise reinforced its logistics and deliver chain through partnering with diverse third-birthday party logistics vendors and growing multiple hubs throughout the united states of america. It additionally shifted focus to tech and improving the UI/UX and upgrading the internet site base for seamless purchaser revel in. “In fact, after a month of launching the kadha chai immunity variety of tea products, we offered near 4000 devices.”

How Chai Brand Tearaja Revamped Its Traditional Image To Embrace The D2C Way

Most income got here from metro cities, observed with the aid of Tier 2 and Tier three, accounting about 25-30% of overall income. Kolkata in spite of being the enterprise’s domestic base, saw the least traction, contributing to five%-10% of orders, however that’s because sure towns are slower in trusting D2C manufacturers.

“A lot of customers are nevertheless reluctant to attempt online here in Kolkata as they prefer going to retail shops because of its abundance, as compared to different cities like Mumbai, Delhi and Chennai where they have got restricted stores,” Jain defined.

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