More Indians with disposable incomes are consuming lifestyle teas, says Ambarish Ghosh of The Hillcart Tales

The Indian domestic tea retail marketplace became Rs 18000 crore in 2015 and is projected to reach the Rs 32000-the crore mark in 2020. In an e-mail interview with Zee Business Online, Ambarish Ghosh, founder and director of The Hillcart Tales, which has many incredible teas, talked about various factors of startups in India and the tea industry. Here are edited excerpts:

What is the market length for tea in India?
The Indian domestic tea retail marketplace was valued at Rs 18000 crore (Rs hundred 80 billion) in 2015 and is projected to attain the Rs 32,000-crore mark in 2020.

Tell us approximately your inception, heritage, and the start of The Hillcart Tales logo. A logo descending from more than a century-vintage lineage, The Hillcart Tales presents a wide variety of amazing yet authentic teas received from the gardens of Darjeeling, Assam, Taiwan, and Rwanda. The Hillcart Tales’ expertise dates back to the British-colonial generation when my forefather Ashutosh Ghosh installed A Tosh and Sons (India) Limited in 1897, which went on to come to be the main exporter of teas to renowned buyers across 50+ global destinations. Extensive marketplace studies were undertaken to create an omnichannel brand. The research revealed that a growing wide variety of Indians with disposable earnings are consuming lifestyle teas. We at The Hillcart Tales endeavor to deliver the exceptional as a spot luxurious way of life emblem. Besides cherishing its rare tea blends, The Hillcart Tales is an ethically, socially, and globally aware brand. We help grow by promoting conventional skills and understanding, getting entry to training and education, and environmental sustainability.

The marketplace already has many massive players; how do you stand out?
The Hillcart Tales is a celebration of the adventure of tea from its origins for your tea desk. In line with our imagination and prescience to create something unique, we have utilized our information in sourcing and mixing the best great teas from around the world to craft pure excellence. The muslin tea baggage is packed in nitrogen-flushed pods, ensuring freshness and greatness are maintained.

We are the first tea emblem in India to have handmade packaging. In a poetic representation, our packaging depicts hand-painted watercolors inspired through 37 generations of a famend conventional Rajput creative lineage.
The packs replicate the location of the foundation from the lush and distinct locales of Darjeeling to the expansive gardens of Assam, the high-grown teas of Rwanda, and the misty gardens of Taiwan. Our multi-layer packaging guarantees you appreciate the specific traditional and cutting-edge tastes crisp and clean from the gardens in each sip.

Also, the compact packaging makes it travel-pleasant. Recently, we were shortlisted as one of the finalists at the prestigious Lexus Design Awards 2019 for excellence in branding and packaging on parameters.

Our legacy, product, and purchaser experience sets us apart.

Which are your goal markets, and what are your enlargement plans?


More Indians with disposable incomes are consuming lifestyle teas, says Ambarish Ghosh of The Hillcart Tales 1

We are a top-rated luxury tea brand catering to experiential tea enthusiasts. Given our know-how and legacy in mixing, we continuously aim to innovate new blends. The Hillcart Tales is continually eager to traverse more miles to deliver consumer happiness. Our goal institution is tea aficionados who favor experiencing unique and top-rate excellent teas. Apart from the primary metropolitan cities, we plan to target the high-income tier-2 towns, including Chandigarh, Jaipur, Surat, Ahmedabad, and Coimbatore. The endeavor is to give the logo as a distinct luxury lifestyle product to domestic and global markets.

Startups have many constraints in leveling the gambling area; as big groups have the capital and reach, how do you compete with them?
Although a startup, an organization parents us that is 121 years old. Thus, it might be suitable to mention that we are a hybrid brand with a rich legacy but one with the agility, flexibility, and dynamism that comes with a startup mindset. Building a brand from scratch takes numerous resources, persistence, and a clear, long-term attitude. Thanks to the backing through the parent organization, we’ve got internal sources. At the same time, we might consider a financial partnership in the future to take the company ahead. We are focused on a protracted-term imaginative and prescient and don’t think it is a mission for us.

Duane Simpson

Internet fan. Zombie aficionado. Infuriatingly humble problem solver. Alcohol enthusiast. Spent several months exporting UFOs in Jacksonville, FL. A real dynamo when it comes to exporting gravy in Tampa, FL. Spent 2001-2004 implementing saliva in Edison, NJ. Had moderate success getting my feet wet with junk food on Wall Street. Practiced in the art of building Virgin Mary figurines in Tampa, FL. Practiced in the art of marketing Roombas in Phoenix, AZ.

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