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forbes  |  SEPTEMBER 28, 2015  |  By: Sarita Rai

WITH TECHNOLOGY, INDIA'S TEA INDUSTRY STIRS ITSELF INTO THE MODERN ERA

However, unlike producers of fabled French wines and Scottish whiskeys who have kept up with their market while preserving traditional techniques, Indian teamaking mostly has remained frozen in time. Much of it dates to the...

However, unlike producers of fabled French wines and Scottish whiskeys who have kept up with their market while preserving traditional techniques, Indian teamaking mostly has remained frozen in time. Much of it dates to the British colonizers who brought in the tea bushes and pioneered the first commercial cultivation of tea outside of China. Since then the tea industry, whether in family estates or company-owned tea plantations, has seen surprisingly few changes. Aside from a significant presence of the world’s largest tea producers, Unilever (Lipton) and India’s Tata (Tetley), little of the raucous change of the Indian urban economy seems to have touched the area.

The sumptuous homes of the estate owners and managers contrast starkly with the humble mud houses of the workers, lending a hierarchical, almost feudal feel. In today’s competitive international marketplace fragrant Indian teas are considered delicate and exclusive but have been overshadowed by brews from smaller producers such as Kenya and Sri Lanka. However this year, climate change has affected tea production in Kenya and pushed up global tea prices and this might work to the advantage of India’s tea industry. Online disruption is looming, through retailers such as Teabox, based in Siliguri in Darjeeling. Its formula for modernizing the dilapidated supply chain: Ship the output of small producers under its own online brand, cutting the time from tea garden to teacups around the globe from months to mere days. With the backing of investors such as Silicon Valley’s Accel Partners, Teabox boasts a personalized tea subscription: Customers take a short online quiz that reveals their preferences and habits, which an algorithm then converts into a selection. Perhaps technology can help age-old Indian brews reclaim their rightful place in the global tea pantheon. .

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About Teabox.com

 

Teabox is an online tea shop that delivers, every single day, the freshest Indian teas from estates in Darjeeling, Assam, and the Nilgiris as well as freshest teas from Nepal to tea lovers everywhere.

As a company, we believe tea is so much more than just a staple part of mornings and meals. An exceptional cup of tea, for us, has a more exalted place in the everyday life.

 

Why Teabox.com

 

We believe tea is endlessly engaging, brings people together, provides a sense of peace and well-being, and grants of a moment to yourself when you most need it. Great tea touches upon art, defines a sense of culture, marks a ritual, and offers a sense of connoisseurship. But a truly remarkable cup of tea is one which enhances the everyday.

This is the goal we are trying to achieve through our tea store - to bring great tea into the everyday life.

 

Freshest teas that make a delicious cup

 

So, what makes our teas great? Well, it’s got a lot to do with freshness. And the reason why freshness matters is because tea is an agricultural product. So, fresher tea tastes better and is healthier. We buy the first pick of every season and take utmost care when it comes to storage and packaging. We work directly with tea growers who know to hand-select tea leaves for their texture, color, scent, and purity. And by sourcing the highest-quality Indian teas directly from the most capable and most interesting growers and estates, Teabox’s online tea shop makes it easy for anyone—from tea experts to complete novices—to experience the freshness, delicate aromas, flavors, and authenticity that fine loose-leaf tea has to offer. We can do this because we’re based in the same foothills and gardens where our teas are grown.

 

Shopping with Teabox.com

 

With Teabox, shopping for fresh loose-leaf tea from India is easy because you make an informed purchase and you know exactly where your tea is coming from. Every batch of tea we procure is put up on our online tea store along with its invoice number, date of plucking, specialty and tea grade. And so, every time you sip one of our expert-curated teas, you are in the company of the most authentic tea experience there is.

For someone who loves tea, commitment to good tea comes naturally. We are trying to uphold this commitment every day with Teabox.

 

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