Startup News Magazine

D2C Tea Brand Esah Tea buys Pabhojan Gold Tea, a rare tea variety

– The brand has been able to uplift 150+ Small tea growers also in the Assam Region

– The Brand gained grip over the global market with 60% of the sales pouring in from the countries – UK, Hong Kong, USA, and others

 Guwahati, June 21: D2C Tea Brand from Assam Esah Tea has announced buying the rare tea variety called Pabhojan Gold Tea at a record price of Rs. 1 Lakh per kg at the auction in Jorhat Tea Auction Centre, Jorhat, Assam. Pabhojan Organic Tea Estate sold the tea through the auction, where the auctioned tea variety received the highest bid price. This tea is known for its variant characteristics, leaving bright liquor and a soothing after-taste.

Esah Tea is a brand devoted to providing the ultimate tea experience. It presents a range of Organic Tea blends that are carefully curated to rejuvenate and revive the local gardens’ minds, bodies, and souls with the natural healing qualities of tea. This new addition to its offerings will attract interest from its consumer base in India and abroad.

“We are delighted to have won the auction to help us provide our customers with one of the finest tea blends from Assam. This tea variety is rare, and for tea connoisseurs, this is an experience in a cup. Our customers are spread across the globe and understand the taste and value of this variety. We are glad to be able to continue with our mission to provide them with authentic Assam tea flavours and revive the sheen of the state. We look forward to seeing more tea sellers come with speciality tea,” Bijit Sarma, Founder, and CEO, of Esah Tea.

Srimati Rakhi Dutta Saikia, the owner of Pabhojan Organic Tea Estate, said, “We made the tea with the finest small buds. We produced only 1kg of this rare variety of tea. We are delighted at this new record-breaking price and creating history for the first time as we manufacture it based on high demand from discerning consumers, tea connoisseurs, and buyers for this type of premium quality speciality tea. The price it fetched is something that will help the Assam Tea Industry regain its lost fame.”

This rare variety of speciality tea will be available for purchase at for Indian consumers and for international buyers.