Five delicious, healthy turmeric teas from VAHDAM

VAHDAM India, the award-winning climate and plastic-neutral premium wellness brand, which donates 1% of revenue to educating its tea growers’ children in India, is to launch a range of teas in Holland & Barrett.

From 4th June, five delicious, sun-kissed and healthy turmeric teas will be available from the retailer. We asked founder and CEO of VAHDAM India, Bala Sarda, some questions about the launch and the brand, which has been favoured by the likes of global icons Oprah Winfrey, Mariah Carey and Ellen DeGeneres.

Tell us a little bit about yourself, your background and why you set up VAHDAM India?
I started VAHDAM in 2015 at the age of 23 years. I come with a lineage of over 85 years in tea and am the fourth generation in his family to run a tea business.

India is a magical land of ingredients and grows some of the finest teas, spices, herbs and superfoods in the world but no home-grown Indian brand was taking it global. I started VAHDAM with a vision to make available the ‘Best of India’ under a home-grown, sustainable and ethical brand, direct from source, devoid of any middlemen and which gives back to the society ‘VAHDAM is the reverse anagram of my father’s name, MADHAV’

What’s different about VAHDAM teas?

VAHDAM is a very uniquely-positioned brand and has captured a space in the market. In addition to an exceptional product, it has also differentiated itself with its unique brand story.

Consumers are looking for brands which have soul, which give back to the society and community and are much more than just a product.

At VAHDAM, we are:

• Taking India’s finest teas, superfoods, herbs and spices to the world under a sustainable, home-grown brand
• Making available a much fresher, higher quality product to the customers direct from source, devoid of any middlemen
• Offering an origin-based product with a rich legacy of 85 years in tea. We’re selling what India is best known for – tea

Is VAHDAM a big company in India?
VAHDAM is India’s largest home-grown premium teas and superfoods brand and also one of the fastest growing direct-to-consumer brands in the country.

Do you plan to launch anything else in the UK, other than tea?

We’re already selling drink and tea ware in the UK and soon will be launching products as well.

Why have you chosen to go into Holland & Barrett and do you plan to be available in any major supermarkets too?

Holland & Barrett is one of the world’s leading health and wellness retailers and the largest in Europe. It is a matter of great honour for us to have made our debut in a chain like Holland & Barrett. And yes, we most definitely plan to be available in other chains as well.

Tell us about the H&B range?

Five varieties of turmeric tea will be available across 400 Holland & Barrett stores in the UK. These turmeric teas will blend 100% pure and premium-quality Indian turmeric (known to be the best in the world) with superfoods like ashwagandha, saffron, ginger and more. The range is 100% natural and caffeine-free.

What are the benefits of drinking turmeric tea?

Stemming from ayurveda, turmeric has long been known as a superfood for its powerful healing properties for over 5,000 years. From being a fix for seasonal colds to healing wounds, providing anti-inflammatory benefits and boosting immunity, turmeric has a myriad of health-promoting benefits. 

Is VAHDAM well known in other countries too?

VAHDAM has been shipped to over 130 countries. Our key markets are USA, Canada, UK, India, Italy, Spain and Germany. The US contributes to 60-70% of our revenues. We are one of the fastest growing direct to consumer brands in the US and are present in over 1,500 stores there. VAHDAM has also been endorsed organically by global icons like Oprah Winfrey, Ellen DeGeneres, Mariah Carey, Martha Stewart, Drew Barrymore, Chris Pratt amongst Others.

Why, as a brand, do you think it’s important to do away with unnecessary middlemen in the production process?

Unlike fine wine, tea loses flavour with time. Most of the tea being sold across the world passes through multiple middlemen before reaching consumers. So, by the time the tea reaches consumers, it loses prime flavor and freshness. With a farm-to-cup model like we have at VAHDAM, which is devoid of middlemen, teas reach consumers shortly after they are harvested which results in a higher quality, fresher and flavourful cup of tea.

What makes tea so special, in your own view, and why is it so popular the world over?

Tea is the second most consumed dink in the world, next only to water. It is not just a beverage but a way of life. The love for tea is not only because of its taste, varieties and flavours but also because it is seen as the ultimate remedy for all sorts of stresses, whether mental or physical due to the presence of antioxidants. In this changing and growing world, the love for tea has been constant after all these years. People have experimented with tea, by adding all sorts of spices and flavours to the mix. The popularity is not just limited to the traditional tea, but there has been a tremendous rise in love for iced teas, ready-to-drink varieties, instant teas and more, and new innovation continues to happen.

Is it as much a part of everyday life in India as it is in the UK?

Absolutely! India is one of the world’s largest tea-drinking nations. It was the British love for tea that carved the way for India to become such a huge producer and consumer of tea. Tea has long played an integral part in Indian culture. It is indisputably India’s national drink. For many Indians, a typical day will begin with a cup of masala chai at home, followed by additional cups throughout the day. Commonly made by boiling tea with milk and sugar along with ginger root and warm spices like cardamom and clove, India’s masala chai has become one of the most famous brews in the world—so popular that, in many countries, the word “chai” (which simply means “tea” in Hindi) is synonymous with the Indian brewing style

Why do you feel it’s important to look after the planet, as a brand?

It is our responsibility to protect our future and the future of generations to come. Even though we’re a young startup, VAHDAM has been striving to grow as a responsible brand that is committed to sharing success and making a difference wherever possible. We have a strong sense of social purpose. The youth of today are the backbone of the nation.

You also contribute towards the education of the children of your tea growers, don’t you? Please tell us about this initiative

VAHDAM’s motto of business has always been: Do good by doing good. The day we started the brand, we knew that if we could build a successful business in this category, not only would we be able to then create a highly lucrative business but at the same time create tremendous value and impact for the tea growers here in India, which is the second largest employer of labour in the country.

We identified early on that education can really make a difference. On our third founder’s day, we launched our flagship CSR initiative – TEAch Me, where we redirect one per cent of our revenue towards the education of their tea growers’ children.

VAHDAM also partnered with BYJU’s, the world’s most valuable ‘edtech’ startup and committed access to 100,000 academic programmes, which is being distributed to the tea growers’ children, absolutely free. VAHDAM also launched a Scholarship for Higher Education which is aimed at the youth  of the tea estates.

Do you have any other sustainability or social initiatives you’d like to tell our readers about?

VAHDAM is deeply committed to people and planet. It is a certified plastic neutral & climate neutral brand. It measures its plastic and carbon footprint every year and offsets it via its  investments in plastic recycling, renewable energy & energy efficiency initiatives in India, respectively. Recently, VAHDAM  partnered with (RED), a nonprofit organisation and has committed a minimum of $100,000 to build stronger health systems to combat COVID-19 and its aftermath, globally.

Please tell us about the awards you’ve won too?

I’ve been fortunate enough to be inducted in prestigious lists such as: Forbes 30 Under 30 – Asia, Entrepreneur 35 Under 35, Business World 40 Under 40, Entrepreneur of the Year by Entrepreneur India, GQ Top 25 Influential Young Indians and more.

I was awarded by Jeff Bezos in person on behalf of VAHDAM India when it won the Global SMB of the year. VAHDAM was chosen from amongst thousands of Indian manufacturers and brands who are exporting their ‘Make in India’ products to consumers across the world.

You mention superfoods on your website. What else as a brand do you make, apart from tea?

VAHDAM India offers 100 signature blends spread over 200 SKUs including loose-leaf teas, pyramid-shaped tea bags, gifts, samplers and assortments, turmeric teas, herbal teas, iced teas and more. In addition, it also offers instant teas, matcha teas sourced from Japan and a range of stylish and sustainable tea and drink wares, one of which recently made it to the Oscars goody bag.

What’s your own personal favorite tea?

I’m a big fan of the pure Darjeeling Muscatel second flush tea.

Finally, do you have any tips on how to make the perfect cup?

The temperature of your water is crucial to the making of a good cup of tea and it depends on what tea you’re making. If you use boiling water or steep your tea in very high temperatures, it could lead to bitterness. So please avoid being too hot and you will have a perfect cup of tea.