NuFFooDS Spectrum spoke to Anubha Jhawar, CEO & Founder, CELES TE on her journey so far and the plans ahead
Incepted in January 2020, New Delhi based startup CELES TE has been crafted to go beyond a mere drink and cater to the range of emotions that every Indian tea lover feels for their perfect cup of the beverage. Its inception came into being after the founder Anubha Jhawar tasted teas from various reputed brands. Then, she really thought good tea with no artificial additives is the need and people do need to know that what exactly “TEA” is.
A bootstrapped startup with Rs 50 lakhs approx, CELES TE is all set to anchor the fine flavours of nature without any synthetic additives. NuFFooDS Spectrum spoke to Anubha Jhawar, CEO & Founder, CELES TE on her journey so far and the plans ahead.
Edited Excerpts
How many products are there in the portfolio? What is so unique about your products?
There are 19 blends to start with. They are absolutely non traditional, friendly blends, easy on palate. They can be brews hot or cold and stepped multiple times. All natural ingredients and no artificial flavoring. CelesTé’s each blend is uniquely crafted for the Indian consumer which are friendly, easy on palate and absolutely non-traditional. One does not have to be a connoisseur to enjoy CelesTé Teas. We want each Tea to be enjoyed as a beverage and not just a health tonic. Each blend has a story and evokes emotion. They are great conversation starters. Since we don’t use artificial flavours (all the natural ingredients), the blends exude their true character, and also increases the shelf life if stored correctly. It took me more than a year to create these blends as I want each brand to tell a story of its own, a journey.
What are your major offerings in the immunity boosting space?
We have a tea named Mind Body Soul. It’s tingling taste of holy basil and cooling aroma of spearmint come together to knead out any stress. Elevate to unadulterated Zen as sweet, refreshing mint meanders into the spicy tones of cinnamon. Tepid touch of ginger complements into blissful invigoration of sense as you sip this spa in a teacup. It has ingredients like Green Tea, Cinnamon, Spearmint, Ginger, Holy Basil. Another one is ZING that has Oolong, Ginger and Lemon. Doctors advise Vitamin C after they’ve caught a cold. That’s because it helps build up your immune system. Vitamin C is thought to increase the production of white blood cells, which are key to fighting infections. Citrus fruits like Lemons are high in vitamin C. With such a variety to choose from, it’s easy to add a squeeze of this vitamin to any meal.
Ginger is another ingredient one many turn to after getting sick. Ginger has anti-inflammatory properties, which can help reduce a sore throat and inflammatory illnesses. Ginger may help with nausea as well.
Then there is SOULFUL TANGO which has Green Tea, Spearmint, Ginger, Lemongrass and Fennel.
Green tea is not only one of our recommended teas for weight loss, but it’s also one of the best sources for fighting off a cold. It contains flavonoids, an antioxidant that boosts immunity, and it has anti-inflammatory properties. The study states that the antioxidant catechin, which is heavily prevalent in green tea, is known to be a powerful antibacterial and antiviral and can kill off cold-starting bacteria and the influenza virus.
Fennel has a variety of soothing effects that can help relieve you of your flu-like symptoms. Fennel also acts as a soothing mechanism for those suffering from conjunctivitis, diarrhea, fevers, and stomach aches due to its abundance of phytochemicals that act as antioxidants. The research also notes that fennel contains flavonoids that act as anti-inflammatory agents. Lemon grass is also loaded with Vitamin C which helps in building immunity. Mint and ginger aids digestion. Ginger also has anti inflammatory properties.
Where are the products developed and manufactured?
Tea after being sourced is hand blended and vacuum packed in our Tea Atelier in New Delhi.
Are you planning to launch any new products especially due to the pandemic?
We are launching gift boxes and starter packs.
How are your existing products helping in this fight against COVID-19?
All teas and ingredients are sourced domestically, including the packaging. They in turn help the local farmers and and also help in boosting the economy. In terms of Tea, some blends boost immunity and help detox. Teas have known to have antioxidants which protect your body and neutralize free radicals in the body.
How do you foresee the growth of the tea industry post covid-19?
Covid didn’t affect the tea industry much because it is a beverage which is highly consumed all over the world. Infact it’s the second most preferred beverage after water. Also due the multiple health benefits, the tea industry will grow multiple folds due to high demand in heath tonics. What better than a good cup of flavorful Tea.
Do you think innovation and R&D in tea should be explored in India, keeping in mind its nutritional properties?
Yes, there is a lot of scope and considering the pandemic, we need to take care of ourselves even more. There could be many possibilities with Tea. Matcha Tea is a good example. Until few years back Matcha wasn’t in the limelight or popular and now it has a preferred beverage purely due to its heath benefits.
What are your plans for the next five years?
To experiment with Tea and come up with new products/ product line.