In case you were wondering, the Tea Board of India states that only products with a minimum of 70% tea leaves can actually call themselves teas.
That distinction does not trouble consumers much, as exotic and herbal infusions are the most dynamic part of the market.
"This is the space where there is the most excitement in the tea business," says Tea Board chairman Prabhat Bezboruah.
It is a competitive business, he points out: "It's a fact that most of these start-ups will close down soon after inception, but the few that survive have a shot at becoming the next unicorn [a company with a billion dollar valuation] given the huge popularity and product acceptance that tea has."
So what is the key to success?
"The consumer is looking for a novel presentation of this traditional beverage. Being able to position one's product exactly in this space and being able to fulfil the expectations aroused in the consumer's mind will determine the success of the brand," says Mr Bezboruah.
That is what husband and wife, Ranjit and Dolly Sharma Baruah are hoping for. They started their tea firm, Aromica, in 2018 and source tea from smaller plantations and then blend it with exotic plants and flowers, that are traditionally said to have health benefits.
The firm's blends include ghost chilli and black tea, which they recommend for coughs and colds, and which they say has been selling well during the Covid pandemic.
Aromica also mixes butterfly pea flower with green tea, to create a blue-coloured, caffeine-free drink.
Such exotic blends appeal to health-conscious consumers who are buying products based on their perceived health benefits. Those are the shoppers that have powered the so-called "wellness industry".
"The wellness sector is an up and coming sector and health drinks have an important place in this business," says Mr Baruah.
"We thought, why not try and explore this market? as it gave us ample opportunities."
The wellness sector is not particularly new and the established tea giants have also moved in, including Tata Tea - India's second biggest tea brand.
"Consumers are more open to trying out new experiences and blends, and are choosing premium products," says Tata, which has been investing in its Good Earth and Teapigs brands, as well as expanding the Tata range in India.
With bigger firms moving in, the smaller start-ups know they have to supply something different to stay ahead of their competitors.
Mrs Nongthombam hoped that means that a lifetime spent gathering wild produce will be useful for many years to come.
"It was a lucky day in the market when I met Elizabeth. She immediately knew my strength and hired me. Now I am paid and appreciated for my hard work. It's been a turning point in my life."
Courtesy: https://www.bbc.com/news/business-60124425
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