Assam based tea planters get into value chain of tea business

Guwahati: Tea planters based in Assam are increasingly integrating into the value chain of the tea business, extending their influence from farm to cup.

The farmer-founders of Rujani Tea originally established Aideobarie Tea Estate on the banks of the Teok River in Chariodew district of Assam back in 1897. Today, Rujani Tea, the online brand of Aideobarie Tea Estate in Jorhat, has announced the launch of two new CTC variants.

Since 2013, the company has been transforming its business model towards sustainability and community focus, moving beyond traditional methods to innovate and develop a diverse range of value-added teas. In that year, the tea farming family of Aideobarie Tea Estates Pvt Ltd decided to venture into specialty teas.


In 2019, Rujani Tea expanded its presence by establishing divisions in Australia and New Zealand, with its base in Melbourne. The brand is now available in Australia, Sweden, the USA, France, Denmark, and China.

Raj Barooah, Director of Aideobarie Tea Estates Private Limited, stated, “We operate approximately three tea estates and produce roughly 1.3 million kilograms of made tea, out of which 98% is CTC.”

He added, “The tea industry is facing uncertainty, but we have embraced innovation. The retail packs segment is highly competitive, with 92 operators in Jorhat.”

Barooah continued, “For the first time, we have adopted FMCG methods to integrate into the value chain. Australia and the United States are significant markets for us, and we are planning to expand into Sweden.”

Assam, known for its extensive tea estates, employs more than 1 million workers in the organized sector across about 850 large estates. The state contributes approximately 55% of India’s total tea production. The Brahmaputra and Barak valleys, the primary tea-growing regions, are home to over 6 million people.

Data from the Tea Board of India indicates an 8% drop in tea production in Assam and a 13% decline in West Bengal up to April 2024 compared to the previous year during the same period.

Due to insufficient rainfall and high temperatures, tea-growing regions in West Bengal and Assam have experienced significant wilting of tea bushes, pointing to further crop losses in the coming months. Data from the India Meteorological Department for March 1st to May 31st showed a significant rainfall deficit ranging from 50% to 80% in major tea-growing districts of West Bengal and 10% to 30% in Assam compared to normal levels for the same period.