1. Tell us about foundation of your business?
Tulsi Tea, born in 1981 under the visionary Mr. Gordhandas Mavjibhai Kathrotiya in Chalala, Amreli District of Gujarat, originated as a modest Provision Store.
Guided by a relentless pursuit of excellence, I, Haresh Kathrotiya, joined the journey in 1997. Our alliance catalyzed the expansion into direct retailing, prompting a strategic relocation to Amreli Town, the nucleus of our exclusive tea sales. Witnessing a steadfast growth in distribution, Tulsi Tea swiftly earned its laurels as the quintessential brand of Saurastra Region.Fuelled by ambition, G.M. Tea Packers Pvt. Ltd. emerged in 2012 as the backbone of our operations. 2014 witnessed a pivotal leap, marked by the establishment of an avant-garde, automated unit sprawling across 1.25 Lacs Sq. Ft. in Bavla, Ahmedabad.
Presently, this state-of-the-art facility orchestrates the production of 30 Tons Per Day, poised for an impressive expansion to a average peak capacity of 70 Tons Per Day. Today, Tulsi Tea, a cherished gem within G.M. Tea Packers Pvt. Ltd., stands tall as Gujarat’s second-largest tea brand. At our core, resounds an unwavering dedication to quality, emblematic of our commitment to serving customers with the utmost value.
2. What made you choose to start a company in this industry?
The choice to venture into the tea industry was deeply influenced by my father’s tireless dedication to his Provision Store. Seeking to forge a different path, we explored various businesses. However, the widespread adoration for our provision store’s tea blend spoke volumes. It became evident that our tea wasn’t just a beverage; it was a bridge connecting people, inspiring conversations and smiles. This realization was a turning point, illuminating our direction. We chose the tea industry not just as a business endeavor, but as a means to infuse every cup with the values we hold dear. Tulsi Tea emerged from this inspiration, now a cherished offering of G.M. Tea Packers Pvt. Ltd. This choice was a commitment to carry forward a legacy, fostering togetherness, flavor, and a story that resonates across generations.
3. Why did you decide to become a business owner?
The decision to become a business owner was rooted in a desire for autonomy and the aspiration to shape a legacy. While observing my father’s relentless dedication to his Provision Store, I realized the significance of charting one’s own course. The prospect of owning a business presented an opportunity to not only control my destiny but also to create a meaningful impact. Entrepreneurship offered a canvas to paint our values and dreams, allowing us to build an entity that embodies our principles.
The allure of guiding a venture from its inception to fruition, of fostering a team that shares the same vision, and of leaving a mark on the industry fueled my determination. Moreover, being a business owner provided a platform to bring forth innovative ideas and solutions. It empowered us to craft products that resonate with our community and to contribute positively to the economy. The potential to drive change, influence the market, and foster growth motivated me to take the plunge into entrepreneurship.
4. What changes have you made to your business strategy over the past few years?
Over recent years, we’ve strategically transformed our business approach. We revamped packaging and branding, diversified our product range, and expanded our distribution network. Our core emphasis shifted towards streamlined systems and automation, coupled with attracting top industry talent. The integration of robust sales and distribution management systems has been pivotal. This holistic strategy aligns with our pursuit of professionalism and innovation, paving the way for sustained growth and excellence in the dynamic tea market.
5. What is unique about your company?
Amid India’s sea of tea commodities, Tulsi Tea stands as a unique island. Over two decades, we’ve meticulously carved a brand identity that transcends borders; travelers insist on carrying Tulsi Tea, a regional gem, over other national brands. At our core lies a commitment to being a boutique offering, tailored for Gujarat and the Gujarati palate. This focus on the essence of Gujarat, both in heart and taste, differentiates us. Our tea is a reflection of this philosophy – crafted with the Gujarati palate in mind.As Gujarat continues to captivate India and the world, Tulsi Tea is poised to become the preferred choice. Our product isn’t just tea; it’s a testament to the spirit of Gujarat, a distinct flavor that resonates with those who appreciate uniqueness. In a landscape of choices, Tulsi Tea’s character and commitment make us an unparalleled brand, a truly distinguished offering.
6. What services or products do you offer?
Tulsi Tea takes pride in offering an extensive array of products that cater to diverse consumer preferences. Our repertoire encompasses over 9 delicious blends, featuring a remarkable 56+ SKUs that cater to a wide spectrum of tastes and needs. Under the umbrella of Tulsi – the Mother brand, we present a selection that includes Brokens, CTC leaf, and Dust ranges, symbolizing the heart of our offerings.
For those who seek the pinnacle of quality, we unveil Tulsi Gold, an embodiment of tea excellence. In tune with urban preferences, Tavas, our urban-popular brand, boasts a CTC blend that resonates with the contemporary palate. Addressing both economy and robust flavor, Vatan emerges as a notable choice. This brand embraces a range of teas that harmonize affordability with a robust and satisfying tea experience. With each offering, we are committed to not just providing tea, but delivering an experience that encapsulates the diverse tastes and preferences of our esteemed consumers.
7. What are your company’s goals?
Our company’s aspirations are resolute and far-reaching. Our foremost goal is to ascend the ranks and secure a position among the nation’s top tea brands. Concurrently, we’re driven by the vision of creating employment opportunities for over 2000 dedicated individuals who form the backbone of our operations. Tulsi Tea envisions a transformation into a formidable national player, transcending regional boundaries. With unwavering commitment, we aspire to bring the essence of the “Swaad of Gujarat” to every corner of the nation, to the Indian diaspora, and even to the global market.
8. Who are your primary competitors in your market?
In our dynamic market, competition is a constant companion, presenting itself at every stratum. The arena is diverse, with distinct competitors vying for dominance across different market segments. In the urban landscape, our contenders are national brands, each with their established foothold and recognition. This arena demands a unique blend of innovation and quality to stand out amidst giants. Transitioning to semi-urban locales, we encounter a different array of rivals, each carving their niche with local sensibilities and preferences.
The competition here is shaped by an intricate interplay of tradition and modernity. As we delve into rural and deep rural markets, a new set of competitors emerges – local, homegrown brands that possess an innate understanding of the region’s distinctive taste and culture. The battle here hinges on fostering a bond of familiarity and trust with the community. Thus, our journey is a continuous one and the challenge lies not only in outshining competition but also in aligning our offerings with the unique demands and aspirations of each market segment.
9. How would you describe your company’s success so far?
Our company’s journey has been a tapestry woven with remarkable achievements and unwavering commitment. With over 450 distributors and a staggering 80,000+ retail touchpoints, Tulsi Tea’s reach extends far and wide, touching lives and homes across the landscape. Our success is indebted to the collective efforts of a formidable team of over 200 dedicated members, each a torchbearer of the Tulsi legacy, spreading its essence with every step. A testament to our triumph is the loyalty of our consumer base, spanning the length and breadth of Gujarat. Beyond the state borders, our influence resonates among the Gujarati diaspora, reinforcing our identity even beyond our homeland. The financial year 2022-23 was a defining milestone, as we surged ahead to achieve a remarkable target of 225 crores, a testament to our consistent dedication and market resonance.
10. How much time do you spend working on your business each day?
As the captain of this ship, my commitment to Tulsi Tea knows no bounds. Each day, I invest substantial time, often spanning well beyond the conventional hours. The canvas of my responsibilities is wide, from steering our team to strategizing market penetration, refining operations, and ensuring that our brand’s essence resonates far and wide. It’s more than a job; it’s a passion that propels me to dedicate the necessary time and effort to see Tulsi Tea’s vision come to fruition.
11. Does your business give back to your community?
Absolutely, community engagement and giving back hold a special place in the heart of Tulsi Tea. I actively participate in CSR initiatives as I firmly believe that businesses have a responsibility to contribute positively to society. My motivation to engage in CSR initiatives is rooted in the profound desire to make a difference. It’s about enhancing lives, championing causes, and leaving behind a legacy of positive transformation. By participating in initiatives such as building schools for underprivileged children in Amreli or supporting the journey of a girl towards the Para Olympics, we strive to contribute towards a brighter and more inclusive future. Our involvement in CSR initiatives not only strengthens our bond with the community. But also resonates with our brand values, fostering a sense of shared purpose.