Beverages startup trying to make a mark in nascent iced tea segment with innovations 

A Kerala-based beverage start-up, Eten Craft has come out with an array of products for the nascent iced tea segment in the country. 

The start-up company, promoted by three management graduates with experience in the food industry, hopes to make a mark in growing iced tea sector in the country through innovative methods. To start with, the company imports Sri Lankan tea extract, processes and bottles it for the market. 

“Sri Lankan tea is known for its high quality. Besides, our tea branded Myte contains fewer calories as it uses only less sugar without compromising sweetness and taste,” said G Jainendran, director of Eten Craft. It has launched five different flavours of green and black tea in the iced tea segment including lime, strawberry and green mango tea. 

The company has already launched the products in Kerala and will move to Maharashtra and Goa by November. In the current fiscal it will cover Karnataka, Andhra Pradesh and Tamil Nadu. It hopes to have a presence in 10,000 outlets by then.