Fabindia, which is best known as a clothing store in India is looking to take its tea brand, Organic India to China. Fabindia owns a controlling stake in Organic India which was founded in the 1990s.
Bringing Tea Back To China
“We are going to enter China with our tea category,” said Abhinandan Dhoke, chief executive at Organic India to the Economic Tines.
Fabindia and Organic India saw potential in the Chinese market after working with a Chinese consultancy which determined a demand for Ayurvedic products in China. The brand will be working with the same consultancy to come up with a strategy to enter the market.
“We are predominantly into green tea and other infusion of herbs so that is very relevant category that is existing over there,” said Dhoke.
Organic India produces a range of organic and herbal teas including Tulsi Tea, Tulsi Turmeric Ginger Tea, and Tulsi Sweet rose tea. It also produces herbal supplements like Ashwagandha and Turmeric formula.
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