Blue Tea: Brewing India's Herbal Revolution

Founded in 2018 by Sunil Chandra Saha and Nitesh Singh, Blue Tea is an Indian startup transforming the herbal tea landscape with its vibrant, caffeine-free, flower-based infusions. Inspired by the butterfly pea flower, known for its vivid blue hue and health benefits, the duo ventured into creating teas that are both visually striking and wellness-oriented. Their product line includes blends featuring hibiscus, chamomile, rose, jasmine, and lavender, aligning with Ayurvedic principles and catering to health-conscious consumers.

Blue Tea gained significant attention after appearing on Shark Tank India Season 2. During their pitch, the founders sought ₹75 lakh for 1% equity. Investor Aman Gupta offered ₹50 lakh for 3% equity and an additional ₹25 lakh as debt at 12% interest, which the founders accepted. This exposure not only provided capital but also boosted the brand's visibility and credibility.

Post-Shark Tank, Blue Tea experienced a surge in demand, with monthly revenues reaching ₹5 crore by March 2024. The brand operates across India and 11 other countries, including the United States, where it ranks among the top 10 herbal tea brands on Amazon. Their direct-to-consumer sales in India grew from ₹3 lakh in March 2023 to ₹2 crore by March 2024, with domestic revenue increasing from 30% to 70% of total sales.

Blue Tea is committed to ethical sourcing and sustainability. The company collaborates directly with over 200 small farmers, many of whom are women, increasing their incomes by at least four times through flower tea farming. This initiative positively impacts approximately 1,000 individuals, promoting sustainable agriculture and community development.

Looking ahead, Blue Tea plans to expand its footprint by launching Blue Tea Cafés in Indian malls over the next three years and introducing ready-to-drink iced tea bottles in retail outlets nationwide. The brand aims to capture 10% of India's ₹4,000 crore green tea market within the next decade, leveraging the growing consumer preference for Ayurvedic and caffeine-free options.