Company director talks about Assam Startup Fest, tea tourism

Guwahati: Aromica Tea, a leading tea brand from Assam, is aiming to extend its presence in international markets by increasing its exports. It is actively working towards promoting Assam’s wellness tea blends on a global scale. 

The company is capitalising on the growing global interest in health and wellness products, and they see an opportunity to position Assam’s tea as a healthy and beneficial option.

Ranjit Baruah (RB), the director of Aromica Tea, provided insights into the company’s vision and plans through an interview with Business-Northeast.

BNE: What Aromica Tea is planning to increase its presence in the market?
RB: Aromica Tea has successfully exported its tea products to four countries so far. In the coming months, we are planning to export our popular tea blends and wellness tea blends to Singapore and Canada, with an aim to reach new markets and diversify our customer base.
We are aimed at promoting the wellness tea blends from Assam. Assam is not just known for its orthodox teas, but also has its richness in terms of wellness and herbal teas. By exporting wellness tea blends from Assam, Aromica Tea aims to not only increase revenue but also positively impact the income of tea growers, by providing financial support to the local tea-growing community.
Aromica Tea intends to introduce more wellness tea blends from tea gardens in Assam, as the popularity of wellness tea blends has reached the global stage.

BNE: According to you, how does Assam Startup Fest 2023 help entrepreneurs develop startups? How is the Assam Startup handholding local startups?
RB: The Assam Startup Fest 2023 has proven to be an excellent platform for entrepreneurs. It has provided them with an opportunity to showcase their products and demonstrate their presence in the market. This type of event can be instrumental in helping startups gain visibility and recognition.
Assam Startup - the Nest appears as a hub or ecosystem that offers more than just mentorship and networking. It's a place where entrepreneurs can receive guidance, support, and access to various resources. It also serves as a source of information about grants and schemes like MAASI Grant available to startups.
For a business to succeed and become sustainable requires in-depth knowledge, which spans various aspects of the business, including market understanding, financial management, sustainability practices, and viability assessments.
Initiatives like the Assam Startup Fest 2023 play a crucial role in supporting the growth of startups by providing them with platforms to showcase their products, access to valuable resources, and opportunities to learn and network. 

BNE: Tea tourism in Assam has been given a special focus by the state as well as the central government. As a teapreneur, what do you think?
RB: The rich heritage of Assam’s tea industry sees a huge potential in the tourism sector. Assam's tea industry has historical significance and is a major attraction for tourists. Its unique blend and cultural importance make it an intriguing experience for travellers.
Developing customised tourism packages centred around tea can enhance the overall tourist experience. These packages could include tea plantation tours, tea-tasting sessions, and insights into the tea-making process. Moreover, offering tea bungalows as accommodation options can be a novel way to immerse tourists in the tea culture. Staying in these bungalows can provide an authentic and immersive experience, allowing tourists to connect with the tea heritage of the region.
Integrating tea tourism can create a mutually beneficial relationship between the tea industry and tourism. It not only opens new trade avenues but also boosts tourism by offering unique experiences.
Tea tourism has the potential to greatly benefit the rural economy. It can create jobs and stimulate local businesses, contributing to the livelihoods of people in the region. It can also be a means to promote local culture, crafts, and traditions, by encouraging the interaction between tourists and local artisans, showcasing the region’s authenticity. It can further lead to improved infrastructure, facilities, and services, ultimately benefiting the state's overall development.
The idea of tea tourism in Assam holds immense promise. It combines the allure of Assam's tea with the tourism sector’s potential, creating a unique and enriching experience for travellers.

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