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Singapore-based luxury tea brand TWG Tea has made a foray into the Indian market through a strategic tie-up with Ravi Jaipuria-promoted RJ Corp.
The partners will launch TWG Tea Boutique stores in major cities and will also look at introducing the brand’s tea-lounge format.
Ravi Jaipuria, Founder and Chairman, RJ Corp, said: “We have opened the first two boutique stores in New Delhi. In the next few months, we plan to open boutique stores at prime locations in other major cities such as Mumbai, Kolkata, Chennai and Bengaluru.”
Besides India, RJ Corp has also partnered with the luxury tea brand for the UK market. “UK is a huge market for luxury tea segment. The first two boutique outlets in the UK market will open by April,” he added.
Taha Bouqdib, President and Co-Founder, TWG Tea, said: “India is an interesting market which has not only a strong tea-drinking culture but is also one of the biggest tea-producing countries of the world. We believe it has a huge potential and can be one of our fastest growing markets in the long term. We believe there is a strong demand for high-quality teas and we hope to elevate the culture of tea appreciation in India.”
He said that the company will be creating four-five tea blends, which will be retailed exclusively in the Indian market, as part of its brand building initiative.
TWG Tea boutique stores offer more than 800 varieties of single-estate and exclusive tea blends from all the tea-producing countries, besides tea accessories and handcrafted tea-infused patisseries.
Replying to a query on plans to open tea-lounges, Jaipuria said, “At the moment, we are focusing on the retail format. We will look at introducing the tea-lounge format in the future. We need to find at least four-five prime locations to open tea lounges to make it a viable model.”
Gifting segment
Jaipuria said a big driver of growth for the luxury tea brand in India will be the gifting segment. “We are also in talks with all the five star and luxury hotels hotels to offer TWG teas in their restaurants and as in-room refreshments,” he added.
Bouqdib added, “We are not just a tea house but a tea-institution representing tea blends sourced from all the tea-producing countries across the world.” He said that the luxury tea brand also sources extensively from India.
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