Bala Sarda Revolutionizing India’s Tea Industry and Taking It Global

India, often referred to as the land of tea, ranks second in the world for tea production, right after water. With its diverse geography and climate, the country is a natural hub for tea cultivation, with regions like northeast India, north Bengal, and southern India leading in tea production. In recent years, Indian Darjeeling tea has gained international acclaim, finding its way into the portfolios of renowned brands like Twinings Tea and Starbucks subsidiary Teavana. However, despite the global demand for Indian teas, Bala Sarda saw a gap in the way India was positioned in foreign markets.

Born into a family of tea exporters, Bala Sarda was immersed in the intricacies of the tea industry from a young age. After completing his education, he visited his family’s tea estates in Darjeeling, where he realized the immense potential of Indian tea on the global stage.

In 2015, at the age of 23, Bala founded Vahdam Teas, a digitally native, vertically integrated global wellness brand that exports some of India’s finest teas worldwide. With its headquarters in New Delhi, Vahdam Teas set out to change the perception of Indian tea in international markets.

Challenging Stereotypes:

When introducing Vahdam Teas to the US market, Bala encountered an unexpected challenge. Despite the appreciation for Indian tea flavours, the label “Made in India” didn’t resonate with consumers in the same way as foreign brands sourcing Indian tea did. The perception was that Indian brands might not offer the same quality.

This perception was paradoxical considering that India contributes a significant 25 percent to global tea production and is the fourth-largest tea exporter globally. Many international brands source super foods and tea from Indian farms and sell them under their own labels. Bala saw this as an opportunity for India to take ownership of its products and promote them in foreign markets.

Cracking the International Market:

Bala didn’t shy away from the challenge. After obtaining USDA certification and non-GMO verification, he launched Vahdam Teas in the US, followed by expansions into Canada, the UK, and Germany. Vahdam Teas now boasts a presence in over 1,000 brick-and-mortar stores in the US, becoming one of the first Indian brands to secure a place in prestigious retail chains like Nordstrom, Neiman Marcus, Bloomingdales, Bergdorf Goodman, and Saks Fifth Avenue.

Vahdam Teas has amassed approximately 1.5 million US customers in just five years and has secured over Rs 110 crore in venture funding across four rounds. Impressive investors include Fireside Ventures, Sixth Sense Ventures, Mumbai Angels, and prominent angel investors such as Kris Gopalkrishnan, Pankaj Chaddha, and Amrish Rau.

A Unique Approach to Sourcing:

What sets Vahdam Teas apart is its direct sourcing model. The company procures raw materials directly from tea gardens, bypassing traditional auctions. With cutting-edge technology, Vahdam conducts research and development, blending, and packaging at its expansive 100,000 sqft facility in Noida. This vertical integration ensures the highest quality standards.

Vahdam sources tea from over 100 tea-growing regions, including Darjeeling, Assam, Nilgiris, and Kangra. Additionally, the company procures superfoods like turmeric, ginger, ashwagandha, and moringa from various regions across India.

Promoting Wellness and Sustainability:

Beyond its impressive product range, Vahdam Teas is committed to sustainability. It proudly holds certifications as a plastic-neutral and climate-neutral brand. Furthermore, the company actively supports the Indian tea community by directing one percent of its revenue toward the education of tea growers’ children through its social initiative ‘TEAch Me,’ in partnership with edtech unicorn BYJU’s.

Vahdam Teas has garnered endorsements from global icons like Oprah Winfrey, Ellen DeGeneres, Mariah Carey, Martha Stewart, and Chris Pratt. The brand’s presence on ‘OPRAH’S FAVOURITE THINGS’ for two consecutive years (2018-2019) and the Ellen DeGeneres show is a testament to its global recognition.

Future Ahead:

Looking ahead, Bala envisions deeper penetration into the tea market while expanding Vahdam’s presence in India’s offline retail landscape. The brand’s philosophy revolves around products that are native to India, have a wellness aspect, and are cantered on tea.

As online commerce continues to thrive, especially during the COVID-19 pandemic, Vahdam Teas anticipates further growth, thanks to its online sales and the increased demand for wellness and immunity-boosting products. With innovation and a commitment to quality, Vahdam Teas is poised to become a household name, promoting the rich flavours of Indian tea worldwide.