Archive · 8 Dec 2025
Wagh Bakri Pivots to Premium Tea
Wagh Bakri, a 133-year-old tea brand, is trying to make tea drinking cool again.
They launched a new premium tea blend called Royale and revamped their tea lounges with trendy drinks and fusion dishes.
The brand wants to attract younger consumers, especially Gen Z, by making tea more aspirational.
They plan to open more tea lounges across smaller cities and focus on digital channels for better reach.
The tea market in India is growing, and premium tea is becoming very popular.
Wagh Bakri aims to become a stronger national player by focusing on quality and differentiated tea experiences.
Wagh Bakri, India's third-largest tea brand, is pivoting to premium tea to cater to evolving consumer preferences.
The brand launched its Royale blend and revamped tea lounges with trendy drinks and fusion dishes.
Wagh Bakri plans to scale up its tea lounges to 500 over the next five years, expanding to tier-II and smaller markets.
The premium tea segment is growing at over 25% CAGR, driven by the popularity of variants like herbal and functional teas.
The brand aims to attract younger consumers, especially Gen Z, by making tea more aspirational and experiential.
- Who
- Wagh Bakri Tea Group
- What
- Pivoting to premium tea and revamping tea lounges
- When
- Recent product launches and revamps
- Where
- Across India, with a focus on metros and urban markets
- Why
- To cater to evolving consumer preferences and the growing premium tea segment
- Annual Turnover
- Over ₹2,000 crore
- Market Share
- 9%
- Tea Lounges
- 49 across 11 cities
- Premium Segment Growth
- Growing at least five times faster than mass tea category
- India Tea Market
- Expected to reach ₹1.5 trillion by 2029
- Premium Tea Growth
- Over 25% CAGR
- Planned Tea Lounges
- 500 over the next five years