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Ishita Malpani, Managing Director, Amruta Tea
India’s packaged tea landscape is undergoing a quiet reinvention. While legacy brands continue to dominate shelf space, a new breed of homegrown players is reshaping consumer expectations with freshness, functionality, and cultural relevance. Among them, Amruta Tea has emerged as one of the most compelling success stories, a brand rooted deeply in tradition yet unafraid to experiment with the future of tea. At the helm of this transformation is Ishita Malpani, Managing Director, Amruta Tea (Malpani Group), who believes that the premium and functional tea space represents the next exciting frontier. In this exclusive interview with NUFFOODS Spectrum, Malpani explains how Amruta Tea has built a distinct brand by combining emotional storytelling with scientific innovation. She highlights rising demand for herbal and immunity blends, investments in R&D and traceability, automation for taste consistency, sustainable packaging, and her vision to scale Amruta Tea across India and global markets. Edited excerpts:
How has Amruta Tea positioned itself in a market dominated by legacy tea brands, and what differentiates your brand strategy in the regional and national markets?
We’ve always been of the view that a strong tea brand operates on trust and sincerity. Our unique selling points are our adaptability, creativity, and in-depth knowledge of local tastes, whereas legacy players have their scale and heritage advantage. We have established our brand by fusing traditional tea knowledge with contemporary brand thinking, providing a high-quality, value-driven, and emotionally compelling product. Our capacity to swiftly adjust to shifting market demands without losing sight of our roots has been our greatest asset.
What shifts are you noticing in consumer preferences—especially post-pandemic—when it comes to tea formats, flavours, and health-focused blends?
Wellness-focused blends have become increasingly popular; green teas, herbal infusions, and immunity-boosting varieties have all seen notable increases. Interestingly, though, individuals are looking for solace in well-known flavors while simultaneously experimenting with novel formats. We’ve observed two trends: true nostalgia and purposeful experimentation. It’s about striking a balance: taste is still important, but ingredient transparency and health cannot be compromised.
Many tea brands are moving towards premium and value-added categories like green, herbal, and functional teas. How are you innovating in this direction?
We see the premium and functional tea space as an exciting frontier. We’ve been innovating around blends that not only taste good but also deliver a functional benefit — whether it’s stress relief, digestion, or detox. We’ve invested in R&D to create blends infused with natural herbs and botanicals sourced responsibly. Our approach isn’t about chasing trends — it’s about building products that genuinely resonate with the evolving wellness lifestyle of our consumers.
How do you ensure quality and sustainability in tea sourcing, especially with growing concerns about traceability and ethical supply chains?
Quality begins at the source. We’ve built strong, long-term relationships with our tea growers and suppliers, ensuring ethical practices and consistent quality. Our procurement teams work closely with estates to monitor everything — from soil conditions to leaf plucking standards. Sustainability for us means being accountable — not just environmentally, but socially too. We’re increasingly using technology to enhance traceability and transparency so that every cup of Amruta Tea reflects integrity from leaf to pack.
Are you exploring automation, digital traceability, or AI-driven quality control?
Technology has become an integral part of our growth story. From automated blending and packaging lines that maintain consistency to digital tracking systems that ensure traceability, we’ve embraced innovation at multiple levels. We are also exploring AI-led sensory analysis tools to monitor taste and aroma consistency — a space that holds immense potential. The idea is to combine human expertise with machine precision for the perfect cup, every time.
What are your plans for expanding your footprint—both within India and internationally?
India remains our strongest market, and we’re expanding our presence in new regions through strategic distribution partnerships. At the same time, we’re actively exploring export opportunities, particularly in markets with a growing Indian diaspora and a rising appetite for authentic teas. Private-label partnerships are also an exciting avenue, especially for brands that share our values of quality and sustainability. The goal is to make Amruta Tea synonymous with trust and taste — both at home and abroad.
With the rise of regional players and startups in the packaged tea space, how do you view competition, and are there opportunities for collaboration or co-branding?
We view competition as a sign of a healthy, evolving market. The rise of new players is driving innovation across the board. Collaboration is something we’re open to — whether through co-branded initiatives, sourcing partnerships, or community-driven campaigns. At the end of the day, tea is a shared cultural experience, and working together to elevate that experience benefits the entire industry.
What key challenges do you see for India’s packaged tea industry—be it raw material pricing, export dynamics, or changing consumer behavior?
The biggest challenges today lie in balancing cost pressures with quality expectations. Fluctuating raw material prices, logistics costs, and climate impact on crop quality all influence margins. On the consumer side, shifting habits — particularly among younger audiences — mean we must constantly evolve our communication and formats. But every challenge brings opportunity. For those willing to innovate and invest in consumer understanding, there’s enormous room for growth.
What have been the key revenue growth levers for your company in the past two years—distribution expansion, product diversification, or regional penetration?
It’s been a mix of all three. We’ve strengthened our distribution network, entered new regional markets, and diversified our product range with blends that appeal to both traditional and modern consumers. Our strategy has been to create depth in existing markets while building selective presence in new ones. We’ve also focused on packaging innovation and digital engagement to enhance brand recall. Together, these levers have driven consistent growth for us.
How is the company addressing the growing demand for eco-friendly and sustainable packaging in the FMCG sector?
Sustainability is no longer optional — it’s a responsibility. We’ve been gradually transitioning to recyclable and biodegradable packaging materials without compromising freshness or shelf life. Our packaging partners are aligned with our eco-conscious goals, and we continue to explore alternatives like compostable films and minimal-plastic formats. The intent is to make sustainability intrinsic to our brand promise, not just an afterthought.
Where do you see Amruta Tea in the next five years in terms of revenue, market positioning, product innovation, and brand presence?
Five years from now, I see Amruta Tea as one of the most trusted and loved homegrown tea brands in India, with a strong footprint across both domestic and select international markets. We’ll continue to innovate — not just in products, but in the way we connect with consumers, embracing digital-first experiences and sustainable growth practices. For us, success will always be defined not just by numbers, but by the value we create — for our consumers, our communities, and the planet.
Mansi Jamsudkar Padvekar