Bala Sarda, Founder & CEO VAHDAM® India
What inspired you to start a company promoting Indian tea?
With a family legacy of over 90 years in the tea business, I had a strong connection to the industry. Being the fourth generation involved in running a tea business, I was well-acquainted with its potential. A pivotal moment came during a visit to our family’s holiday home in Darjeeling, where I encountered the world’s finest teas and engaged with industry veterans, tea growers, and customers. I decided to join my family’s enterprise for a couple of years. During this period, I identified significant gaps and observed the absence of a home-grown brand that could effectively address these issues.
I founded VAHDAM® India as a direct-to-consumer online tea brand in early 2015 at the age of 23. Our mission was to disrupt the 200-year-old global supply chain by sourcing directly from 150 farms across India and eliminating unnecessary middlemen. This vertical integration empowered us to ensure the highest quality teas and spices while maintaining complete control over the entire supply chain.
How did you develop the wellness and tea brand?
Recognizing the gap in the market, I saw an opportunity to bring India’s finest teas and spices directly to global consumers, ensuring unmatched freshness by cutting out middlemen.
We launched VAHDAM® India as a digitally native brand, reaching over 50 countries in our first year. Our focus on quality was paramount; we sourced products directly from finest gardens and packaged them garden-fresh at our state-of-the-art facility in India.
Initially centered on tea, we expanded into spices category. Sustainability and ethical practices were integral to our operations, with climate-neutral and plastic-neutral initiatives and our ‘TEACH Me’ program supporting the education of tea growers’ children.
Continuous innovation, including functional drinkware and new product lines, ensures we meet evolving consumer needs while staying true to our roots. This journey reflects the fusion of traditional heritage with modern entrepreneurship, making a meaningful impact on our farmers and customers alike.
What were the challenges you faced starting the business and how did you overcome them?
One of the major hurdles was building trust and credibility among consumers in established markets like the US and Europe. Many consumers were accustomed to established brands with long histories, so gaining their trust required consistent delivery of exceptional quality products and transparency in our sourcing and operations.
Another significant challenge was setting up a strong distribution network. We opted for a direct-to-consumer model initially, leveraging digital platforms to reach customers worldwide. This approach allowed us to bypass traditional distribution channels, ensuring our products reached consumers fresher and more efficiently.
Lastly, evolving as a brand to meet the ever-changing consumer preferences was crucial. We continually adapted our offerings and strategies based on consumer feedback and trends, expanding beyond tea into spices and other wellness products to cater to diverse consumer needs.
To overcome these challenges, we focused on quality, innovation, and customer-centricity. By sourcing directly from farms, eliminating middlemen, and investing in digital marketing and e-commerce infrastructure, we were able to establish VAHDAM®India as a trusted brand known for its quality, sustainability, and commitment to Indian heritage and wellness.
What are the top products and why are they the specialties?
Our selection of teas encapsulates the rich tapestry of Indian tea and spice culture. Featuring single estate first and second flush teas from prestigious gardens in Assam, Darjeeling, and Nilgiri—such as Giddapahar, Badamtam, Jungpana, Margarets Hope, and more—we offer an authentic taste of India’s diverse terroirs. Complementing these, our globally celebrated unique blends span green teas, herbal teas, chai teas, oolong teas, iced teas, and black teas. These blends are a harmonious fusion of Indian teas and spices, providing a sensory journey into the heart of India’s vibrant tea culture.
Additionally, our curated assortment and gifting boxes allow enthusiasts to explore an array of flavors, while our drinkware and accessories enhance the overall tea-drinking experience. At VAHDAM India, each product reflects our commitment to quality, authenticity, and the celebration of India’s tea heritage.
What differentiates VAHDAM® India from other tea trading companies? What is the USPS?
VAHDAM® India distinguishes itself from other tea companies through its commitment to direct sourcing, ensuring teas and spices are obtained straight from the finest gardens. This approach guarantees freshness and supports fair pricing for growers.
Our emphasis on quality is evident as all products are sourced shortly after harvest, packaged at our BRC-certified facility to maintain peak freshness, and delivered directly to consumers worldwide.
We prioritize quality and sustainability, using plant-based PLA pyramid-shaped tea bags that are environmentally friendly and allow the tea leaves to fully unfurl for a superior infusion. VAHDAM® India is committed to being climate-neutral and plastic-neutral, reflecting our dedication to eco-friendly practices. As a certified B Corp, we uphold the highest standards of social and environmental performance, transparency, and accountability.
Our global footprint spans over 150 countries, underscored by recognition at esteemed events like the Oscar and Emmy awards’ Goodie Bag and endorsements from renowned figures such as Oprah Winfrey and Ellen DeGeneres, affirming our commitment to excellence in wellness teas
What are the main initiatives of the company to promote Indian teas and ingredients?
VAHDAM® India is committed to promoting Indian teas and ingredients on a global scale through various strategic initiatives. Central to our approach is direct sourcing from Indian plantations and cooperatives, ensuring both the quality of our products and fair compensation for farmers. We emphasize education and awareness, sharing the health benefits and cultural richness of Indian teas and superfoods through extensive online content and social media engagement.
Culturally, we celebrate India’s diverse tea heritage by curating collections that showcase regional specialties and unique blends, aiming to introduce these flavors to a global audience. Sustainability is a cornerstone of our operations, evidenced by our certifications as a Climate Neutral and Plastic Neutral Brand and our commitment to eco-friendly practices throughout our supply chain. We continually expand our product offerings and reach new markets, ensuring that the excellence of Indian teas and ingredients is recognized and appreciated worldwide.
Through our CSR initiative ‘TEACH Me,’ 1% of our revenue is contributed towards the the education of growers’ children.
The successes and achievements of the company
Since its inception, VAHDAM® India has achieved remarkable success and garnered significant recognition in the global marketplace. We have successfully introduced India’s finest teas and superfoods to over 130 countries, establishing a strong international presence and becoming a trusted brand among consumers worldwide. Our commitment to quality and sustainability has been recognized through certifications as a Climate Neutral and Plastic Neutral brand, reflecting our dedication to eco-friendly practices.
Endorsements from influential figures like Oprah Winfrey, Ellen DeGeneres, and Mariah Carey have further validated the superior quality of our products. Inclusion in prestigious events such as the 2022 Oscars Goodie Bag has elevated our brand’s visibility on a global scale. We take pride in our direct-to-consumer model, which ensures freshness and supports fair compensation for Indian farmers by eliminating middlemen.
Moreover, our continuous innovation in tea blends, wellness products, and sustainable packaging solutions demonstrates our leadership in the industry. Through our CSR initiative, ‘TEACH Me,’ we contribute to the education of children in tea-growing communities, making a positive impact on social development. Overall, VAHDAM® India’s achievements underscore our commitment to excellence, sustainability, and promoting the rich heritage of Indian teas and ingredients worldwide.
What are the company’s plans?
We aim to emerge as India’s foremost homegrown brand, showcasing India’s finest teas and wellness products worldwide. Our success strategy revolves around strategic partnerships with renowned brands and securing organic endorsements from celebrities.
We’ve also prioritized establishing a robust international presence, with our trademark registered in over 50+ countries and successful entry into key markets like the US, UK, Canada, and UAE. Our products are now available in more than 5,000 stores worldwide, ensuring local accessibility. Additionally, our online footprint spans over 150 countries, leveraging 25+ online marketplaces.
Looking forward, we aim to further enhance our offline presence to complement our strong online footprint. Initiatives such as exclusive stores and partnerships with retail giants will create immersive customer experiences that reflect the essence of VAHDAM® India globally. This approach will enable us to engage directly with customers, offer personalized service, and showcase our extensive product range.
