DTC Vahdam Teas Tea Brand Partners With Blue Tokai Coffee Maker To Stay Relevant, Retail News, ET Retail


Bengaluru: Vahdam Teas tea brand, popularized by international celebrities such as Oprah Winfrey and Mariah Carey, has teamed up with Delhi-based coffee brand Blue Tokai Coffee Roasters to stay relevant as most dining outlets remain closed amid the Covid-19 lockdown. With the partnership, Vahdam’s craft tea collection will be sold in physical stores and the coffee brand’s flagship portal for home delivery, the company said in a press release.

“Our values ​​match what Blue Tokai builds,” said Bala Sarda, founder of Vahdam Teas, awarded by Amazon chief Jeff Bezos during his visit to India earlier this year.

The five-year-old tea brand has raised around Rs 120 crore from venture capital firms including Fireside Ventures, Mankind Pharma and Kris Gopalakrishnan of Infosys.

“Vahdam sources directly from some of the country’s tea plantations that resonated with us,” said Matt Chitharanjan, co-founder of Blue Tokai.

Backed by Canadian e-commerce company MNC Shopify, Blue Tokai currently has three roasters and 26 coffee shops in the country.

India is the largest consumer of tea, accounting for nearly 30% of world tea production. According to experts, the country consumes ten times more tea than coffee.

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