Flavours, packaging innovations to attract tea-drinkers

Guwahati: From ‘fiery bhut jolokia’ to premixes, tea drinkers are being spoilt for choice in terms of flavours available for them, with value-addition and innovation going beyond just adding a few species to zing up the taste.

Packaging of tea in attractive bags and containers has also caught on with the industry as it tries to attract younger generations and also position itself as a preferred beverage among all sections.

“We are trying to provide an experience to the tea drinker where the taste will linger in their mouths. We curate and blend, and make an end product which people will cherish to drink and will also contribute to their health,” Ranjit Baurah, director of Aromica Tea, said.

Aromica Tea, which sources its tea leaves, spices and other ingredients mostly from small growers in Assam, innovates with the flavours added to the traditional tea.

“We have our range of green tea and strong black tea as also those infused with lemon grass, ginger, etc. Going a step further, we have introduced ‘fiery bhut jolokia’ flavoured tea where we have used the ‘ghost chilli’ as one of the added ingredients,” Baruah said, offering sips of the latest innovation to participants at an international tea meet here recently.

He claimed that the health benefits of the value-added teas, besides the flavour, are a major draw for the consumers, especially post-Covid pandemic.