There’s a clear demand for teas that support immunity, digestion, and mental clarity, all of which we offer through our herbal and Ayurvedic-inspired infusions. Conscious consumption is influencing purchase behaviour. Newby’s commitment to quality preservation (using airtight packaging and desiccant pouches) aligns with this trend of mindful indulgence.
At Sublime, their blends are thoughtfully curated to offer depth, aroma, and wellness, reflecting this new wave of appreciation. India has long been a tea-producing nation; now, it is also becoming a nation of tea connoisseurs. The tea industry is currently experiencing a significant transformation. One of the trends is the emergence of wellness-focused blends. These infusions, which incorporate ingredients such as rose, chamomile, mint, and hibiscus, are increasingly in demand due to their calming, detoxifying, and immunity-boosting properties.
One of the biggest challenges is striking the right balance between Ayurvedic authenticity and contemporary expectations. Translating centuries-old formulations into something that fits into a 21st century lifestyle, without losing their essence, takes precision. There’s also the regulatory aspect. Ayurvedic teas must comply with food safety regulations and, where applicable, traditional medicine standards. Ensuring consistent quality and therapeutic value means sourcing herbs carefully, processing them mindfully, and manufacturing under certified conditions. But the opportunity here is enormous. Today’s consumer is curious, informed, and willing to experiment – especially if there’s a compelling story and real efficacy. The more we can communicate the ‘why’ behind ingredients, the more meaningful the experience becomes. It’s about creating rituals, not just beverages.
Read the full story that first appeared in India Currents here:
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