TWG Tea Enters Indian Market

SINGAPORE BASED luxury tea brand TWG Tea has marked its entry in India by launching their tea boutiques in The Oberoi Hotel and DLF Emporio, New Delhi.  RJ Corp Limited group company Devyani International Limited (DIL) made an announcement of acquiring retail and distribution rights for TWG for Indian and UK market, a year ago. This strategic move to partner with RJ Corp Limited represents a remarkable shift in the demand for fine quality teas from the country’s pervasive tea drinking population.

As a part of TWG Tea’s 10th anniversary global expansion plan, the inaugural debut in India was a decade long proposal since its founding in 2008. “The objective was always to be in every tea producing country and in India we felt a huge potential,” said Maranda Barnes, Co-Founder, Director of Business Development and Corporate Communication, TWG Tea during the launch.

Barnes informed that the exclusive collection of more than 800 varieties is distributed in 42 countries and the TWG Tea Salon and Boutiques are present in 19 countries. After Singapore, the biggest consumer markets for TWG Tea are China, Japan and Thailand.

Barnes believes that the tea market is growing phenomenally and launching a tea brand in Asia was a huge risk where tea is almost sold like water. “10 years before people used to say that the coffee market will take over the tea market but we cannot refuse the fact that tea is the most consumed beverages,” she added.

However, luxury tea market in India is very limited and with the launch of TWG Tea, Ravi Jaipuria, Founder and Chairman, RJ Corp Limited is taking his first step towards tapping the market.