New Delhi, 10th July 2024: Esah Tea, a premier direct-to-consumer (D2C) tea brand from Assam, proudly announces the launch of the world’s first microplastic-free cotton tea bags. These pioneering tea bags are 100% chemical-free, biodegradable, and handmade, highlighting the brand’s steadfast commitment to sustainability and customer health. Priced at just ₹5 per bag, these tea bags are among the most economical options available in the market. This launch responds to alarming findings from McGill University researchers, revealing that traditional plastic tea bags release a staggering 11.9 billion harmful microplastic particles per cup.
The significance of Esah Tea’s innovation is underscored by the serious health implications of microplastic consumption. These tiny particles, when ingested, inhaled, or absorbed through the skin, pose severe health risks. Scientific research indicates that microplastics can cause cellular damage and are linked to immune system disruption, neurotoxicity, reproductive issues, and even carcinogenic effects.
Bijit Sarma, Founder and CEO of Esah Tea, commented on the launch, stating, “At Esah Tea, we see ourselves as custodians of a rich, centuries-old tea heritage, not just sellers of fine tea. The introduction of our microplastic-free cotton tea bags is more than a product launch—it’s a paradigm shift in tea production and consumption. We are tackling a critical health and environmental issue while elevating the tea-drinking experience. This launch epitomizes our belief that exceptional quality, responsible production, and environmental stewardship can and must coexist. I am incredibly grateful to our R&D team for their relentless efforts in bringing our toxin-free tea bags to fruition. We invite conscious consumers to sip responsibly and sustainably with Esah Tea.”
Esah Tea’s diverse product range includes over 20 variants such as Honey Lemon Green Tea, Organic Assam Breakfast Tea, Organic Handmade Black Tea, and flavor-infused options like Organic Blue Tea, Organic Lychee Black Tea, Organic Chamomile Green Tea, Organic Peach Green Tea, Organic Vanilla Chai, and Rose Lychee Black Tea. The brand also offers a line of instant chai with variants like Cardamom, Masala, and Kadak chai, along with the health-focused Instant Mango Turmeric Latte. Priced between INR 199 and INR 399, Esah Tea products are available nationwide through online channels, including the official website and major e-commerce platforms like Amazon. Additionally, the brand is present in select retail stores across major cities.
Since its inception in 2021, Esah Tea has seen extraordinary growth. Initially available in ten premium stores, the brand now features in over 600 stores nationwide. Esah Tea also exports to more than 10 countries, including the USA, South Korea, Abu Dhabi, and the UK. With a growing customer base exceeding 100,000 individuals online and offline, the brand’s strategy of offering free in-store tea tastings has garnered positive feedback and encouraged immediate purchases. Looking ahead, Esah Tea aims to expand to 5,000 outlets across India by 2024 and convert over 20,000 acres of land to organic tea cultivation in Assam while onboarding more than 1,000 local small tea growers by 2025.
