Assam, famed for its rich culture and sprawling tea estates, has long been a leader in the world of tea. Yet, in a rapidly evolving global market, even storied industries like Assam’s tea production must adapt and innovate to thrive. While traditional methods and lush landscapes remain the soul of Assamese tea, sustainability challenges and consumer demands require a modern approach. This evolution is exemplified by Bhauram Jodhraj, a company with deep roots in Assam’s tea heritage, now expanding its reach with a keen eye on quality, innovation, consistency, and global distribution.
Established in 1958, Bhauram Jodhraj began as a single tea estate, producing teas that captivated the domestic market. Today, the company has expanded its reach to more than 23 countries, reflecting the enduring allure of Assam tea on the global stage. “The demand for Assam tea has steadily grown across diverse regions such as the Middle East, Central Asia, and even Russia. However, markets like Europe, Americas, the Far East, and Africa, with its burgeoning population and preference for black teas, remain relatively untapped, presenting a golden opportunity for further expansion”, add Ananya and Arpit Khemka, Partners, Bhauram Jodhraj.
Evolving from a Single Estate to a Distribution Powerhouse
Recognizing the limitations of running a single estate in a business susceptible to climate change and market fluctuations, Bhauram Jodhraj pivoted towards a scalable distribution model. This strategic shift allowed the company to expand production, establish a network of distributors, and market its teas worldwide.
With a background in economics and business, Arpit and his brother brought a strategic perspective that accelerated Bhauram Jodhraj’s global reach. After years of honing their skills both in the tea gardens and in business schools, they implemented a practical approach to expansion, investing in building sustainable relationships and supply chains with clients across the globe. This has helped the company cultivate a loyal customer base that contributes to exponential growth.
Combatting Climate Change through Sustainable Practices
As climate change poses growing challenges to tea production, Bhauram Jodhraj is actively implementing adaptive measures to sustain its yields in the tea gardens and maintain quality, including creating micro-climates within its gardens. With nearly 30 man-made lakes, these reservoirs help maintain humidity, which is essential for healthy tea growth. The lakes act as natural humidifiers, providing much-needed moisture in a controlled manner, especially during dry seasons.
Moreover, the company has undertaken an extensive tree-planting initiative. “Our tea plantations are interspersed with shade trees that not only provide relief for pluckers but also enhance the soil’s organic matter. Our afforestation initiative and the shade trees help mitigate the impact of extreme weather, creating an ecosystem that fosters optimal conditions for tea growth,”, explains Ananya.
Tea being a water-intensive crop, Bhauram Jodhraj is further investing in water management initiatives, including drip irrigation, fertigation and the construction of man-made lakes that store rainwater during monsoon seasons. This stored water is then used in the drier winter months, reducing the strain on local water resources.
Furthermore, Bhauram Jodhraj adheres strictly to the Tea Board of India and FSSAI guidelines regarding pesticide usage, ensuring that every batch of tea meets maximum residue limits (MRL), an essential factor for exporting to global markets. “To maintain transparency, we test our teas frequently, working with approved laboratories to confirm adherence to stringent standards”, mentions Arpit.
Consistency in an Artful Industry
Tea, as Arpit poetically explains, is an art, a commodity that is inherently non-standardized due to its natural origins. “Unlike coffee, which benefits from an established exchange system, tea requires a more nuanced approach to maintain consistency. We employ skilled tea tasters who meticulously evaluate each batch across several parameters, such as leaf appearance, infusion, liquor, and taste”, he says. While no two tea plants yield identical flavors, the company has established benchmarks to ensure a consistent experience for their customers, achieving a variance of no more than 2-3 percent across shipments.
Our afforestation initiative and the shade trees help mitigate the impact of extreme weather, creating an ecosystem that fosters optimal conditions for tea growth
Vision for the Future
Looking ahead, Bhauram Jodhraj’s four-pronged strategy centers on production, distribution, brand building, and innovation. On the production front, the company is committed to further enhancing productivity, efficiency, and quality while exploring opportunities for acquiring additional tea estates. In distribution, the company aims to deepen its presence in existing markets while expanding to new ones, including Africa, Far East Nations, South America and the United States. These regions represent untapped opportunities where the company’s unique teas could gain traction.
One of the most exciting prospects for Bhauram Jodhraj is its endeavor to create a distinct Indian tea brand tailored to the Middle Eastern market. “This new brand will not only cater to Middle Eastern tastes but also position us as an ambassador of Indian tea excellence”, remarks Ananya.
Starbucks for Tea
Arpit emphasizes the need for innovation in the tea industry to balance the demand-supply curve and attract a younger audience. He suggests diversifying tea applications, such as non-sweetened iced tea for warmer regions and expanding tea's use in wellness and personal care to boost demand. He also highlights the importance of premiumization, drawing parallels with China’s success in making tea aspirational through chic bubble tea chains that surpass coffee giants like Starbucks.
“I envision similar success for India and globally, a ‘Starbucks for tea’. Importantly, we need better accessibility to quality tea. Unlike the widespread availability of coffee machines in public spaces, tea enthusiasts struggle to find freshly brewed tea beyond home. I propose investing in tea vending machines using fresh tea leaves, enhancing the tea experience”, explains Arpit. Bhauram Jodhraj aims to lead these innovations, benefiting the entire tea industry and its stakeholders.
The company’s journey from a modest tea estate to a global distribution powerhouse is a story of resilience, adaptability, and innovation. Under the leadership of Ananya and Arpit, Bhauram Jodhraj has skillfully navigated industry challenges, embraced sustainable practices, and cultivated long-lasting relationships with clients worldwide. As it looks to the future, the company remains steadfast in its commitment to delivering quality tea, expanding its global footprint, and embodying the essence of Indian tea heritage on the world stage.
Ananya Khemka & Arpit Khemka, Partners
Arpit Khemka graduated from Sri Ram College of Commerce, and holds an MSc in Management from London Business School (LBS), where he earned multiple accolades, including the Masters in Management Merit Scholarship and the Founder Award from the Institute of Innovation and Entrepreneurship at LBS. Ananya Khemka graduated from Jai Hind College, Mumbai, and holds an MSc in Management from London Business School (LBS), where he particularly honed his skills in finance.
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