Tea is a staple in India. It’s a beverage we can’t live without. Morning or evening, tea is always welcome. Everyone in India, regardless of wealth, has a special bond with tea. It’s more than a drink. It’s a ritual, a celebration, and a break from our daily routines.
Globally, tea is the second most popular drink after water. In 2020, Indians consumed about one billion kilograms of tea. It’s a key part of Indian life, from TV debates to romantic dates and stress relief. Today, we’re discussing ‘Wagh Bakri Chai’, a well-known local tea brand that has been uniting Indians since before independence.
Narandas Desai
The story of Wagh Bakri Chai began in 1892. Indian entrepreneur Narandas Desai started his tea business on a 500-acre estate in Durban, South Africa. Like India, South Africa was under colonial rule. Desai faced racial discrimination.
His success led to more racism. Political unrest forced him to leave South Africa. He was influenced by Mahatma Gandhi, who he admired. Gandhi shaped Desai’s business and personal ethics.
In 1915, Apartheid forced Desai to leave South Africa. He returned to India with a letter from Gandhi. The letter praised Desai’s tea business skills and honesty.
Wagh Bakri Chai History
Wagh Bakri Chai’s history is unique. On February 12, 1915, Mahatma Gandhi gave Narandas Desai a certificate. It said, “I knew Mr Narandas Desai in South Africa, where he was a successful tea planter for many years.” This helped Desai when he moved back to India.
After returning from South Africa, Desai took a big loan. He used it to start Gujarat Tea Depot in 1919. The first store was in Ahmedabad. It sold loose tea. In 1934, Desai began selling tea under the ‘Wagh Bakri’ brand. Since then, the company has continued to grow.
Wagh Bakri Chai Group’s logo
The Wagh Bakri Chai Group uses its logo to promote social equality. The logo shows a tiger and a goat, symbols of the upper and lower classes respectively, sharing a cup of tea. This logo was introduced in 1934 when the Wagh Bakri Chai brand was launched by Gujarat Tea Depot.
Transition to Packaged Tea
The company used to sell loose tea in wholesale and retail outlets until 1980. To stay competitive, the company board decided to start selling packaged tea under the name Gujarat Tea Processors and Packers Limited.
After achieving success in Gujarat, the company expanded its operations nationwide between 2003 and 2009.
Parag Desai, the executive director and a fourth-generation entrepreneur, said that the brand name Wagh Bakri initially faced comprehension issues among consumers from different regions of India. However, the unique concept and logo piqued curiosity, and the aroma and taste of the tea became the backbone of the brand’s success. He credits Mahatma Gandhi as the greatest professor of branding.
Product Diversification
Ranked 3rd: India’s Major Tea Companies
Wagh Bakri Chai, by Gujarat Tea Processors, is the third largest tea company in India after Tata and Hindustan Unilever Limited. It’s known for distributing organic green tea bags. The company’s market share was 3% in 2009 and rose to 10% in 2020. In Gujarat, it holds a 50% market share.
Exporting to Over 40 Countries
The brand has become a leading tea brand in India and is a household name from Rajasthan and Goa to Karnataka. After achieving great success in India, the brand began exporting in 1992 and is now present in over 40 countries.
