Assam's Rujani Tea launches its first tea brand

Jorhat: Rujani Tea based on Jorhat, Assam, has launched a tea brand named 'Gold and Strong.'

The brand, which was launched on June 17, will initially be available in 250-gram consumer pack size in retail stores of Jorhat and surrounding towns and after that in Assam’s major cities and towns.

Raj Barooah, the fourth-generation founder of the newly launched brand, told Business North East, “Earlier, we used to sell our teas online across India and Australia as we have a warehouse there. Our new venture is an indigenous brand of tea. I used to wonder why we are not taking our products to lower Assam, Shillong, and other parts of Northeast. Based on this plan, we have decided to introduce this brand after consulting with partners."

Business North East questioned Barooah as to which market of the Northeast this tea brand will be available. He replied, “This is an evolving business. In every place in Assam, a local brand is found. To compete with all those brands we are doing a consumer survey. We already surveyed Guwahati and Jorhat. At some point, we will try to make it available in all seven states of the Northeast”.

The producers claim that the USP of the tea is it is the “best high-quality tea from our garden” and that they have certified expert blenders of 125 years. "We developed this blend after 800 direct customer surveys and hence, it is consumer’s choice", said Barooah.

The tea is also going to be exported. The founder said, “As per as export goes we export small batches. We were also exporting CTC to China. We export whole-leaf tea to America and Sweden. In Australia, we are selling directly online and directly to stores. We have two warehouses in Melbourne. We have applied for trademarks in the EU, Australia, and America. We are trying to grow footprints all over the world."

The founders of Rujani Tea set up Aideobarie Tea Estate, which is situated on the banks of river Teok, in the Charaideo district of Assam, in 1897. The name Rujani is a family name and was chosen to spearhead this new identity of Aideobarie. The brand has received several awards globally

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