Aideobarie Tea Estates Steps into Retail with 'Rujani Tea'

Aideobarie Tea Estates, a 125-year-old Assam tea producer, has launched its 'Rujani Tea' brand in the retail market, offering two CTC variants. Initially available in Guwahati and Jorhat, the brand plans to expand across Assam and beyond to sustain amid high supply and labor costs.

Aideobarie Tea Estates, a historic tea producer with a 125-year legacy, has ventured into the retail market with the launch of its new 'Rujani Tea' brand. Proprietor Raj Barooah announced the introduction of two CTC variants in Assam.

The brand debuted in Guwahati and will be available in Jorhat markets by mid-June. Barooah emphasized the company's dedication to using its extensive experience to offer premium quality tea, and revealed plans for expansion across Assam, the northeastern region, and beyond.

Aideobarie Tea Estates, which began selling tea online in India in 2016 and in Australia in 2019, is entering physical retail for the first time. Barooah highlighted the competitive nature of the retail segment and the strategic importance of evolving marketing and expansion plans. Recognizing the high supply and low price realization in Assam, Barooah stressed the need to support the company's sustainability by expanding into retail.