Report Description

Forecast Period


Market Size (2023)

USD 54.15 Million

CAGR (2024-2029)


Fastest Growing Segment

Oolong Tea

Largest Market


Market Overview

The India Orthodox tea market reflects a dynamic and culturally significant aspect of the country's tea industry. Known for its traditional processing methods, the Orthodox segment embodies a premium and artisanal approach to tea production. Renowned for its distinctive flavors and aromatic profiles, India's Orthodox teas are cultivated in various regions, including Darjeeling, Assam, Nilgiri, and the Kangra Valley. These teas undergo meticulous hand-rolling and processing, resulting in whole leaf or broken leaf varieties. The market showcases a growing trend of consumers valuing authenticity, unique flavors, and sustainable practices. Export demand also plays a pivotal role in driving the Orthodox tea market's growth, with international buyers seeking the distinct character that these teas offer. Despite facing competition from CTC (Crush, Tear, Curl) teas and changing consumer preferences, the India Orthodox tea market continues to hold its ground due to its rich heritage, exceptional quality, and ability to cater to a niche segment of tea enthusiasts both domestically and abroad.

Key Market Drivers

Cultural Heritage and Tradition

The Orthodox tea market in India is deeply rooted in cultural heritage and tradition. The traditional methods of cultivation, processing, and brewing of Orthodox tea are handed down through generations. This cultural significance adds an element of authenticity and uniqueness to these teas, making them more than just beverages. The intricate hand-rolling and careful processing techniques result in whole or broken leaf teas that are known for their nuanced flavors and aromas. This emphasis on tradition and craftsmanship not only preserves the essence of India's tea culture but also resonates with consumers who value products with a rich history and story.

Diverse Regional Flavors

The Indian consumer palate has evolved over the years, with a growing interest in experimenting with new flavors and beverages. Instant beverage pre-mixes offer companies the opportunity to innovate and create unique flavor combinations that resonate with the local taste preferences. Manufacturers are introducing a variety of flavors, ranging from traditional masala chai to exotic fruit-infused tea and gourmet coffee blends. This diversity of flavors caters to a wide spectrum of consumers, from those seeking classic tastes to those eager to explore novel and international options. This taste innovation not only attracts consumers but also fosters brand loyalty and differentiation in a competitive market.

Premium Quality and Artisanal Craftsmanship

The Orthodox tea market thrives on its commitment to premium quality and artisanal craftsmanship. The process of hand-plucking, hand-rolling, and selective plucking ensures that only the finest leaves are used in production. This attention to detail results in teas with complex flavors and aromas that set them apart from mass-produced teas. The labor-intensive nature of Orthodox tea production, coupled with the focus on quality over quantity, positions these teas as a symbol of luxury and exclusivity. As consumers increasingly seek unique and high-quality experiences, the Orthodox tea market aligns perfectly with this trend.

Global Export Demand

India's Orthodox teas have gained international recognition and demand due to their exceptional quality and diversity. The teas are exported to numerous countries, where they are embraced by tea enthusiasts who value authenticity and flavor complexity. The export demand not only provides economic opportunities for tea producers but also promotes India's rich tea heritage on a global scale. This demand encourages farmers to maintain high production standards and encourages innovation in packaging and marketing to cater to international preferences.

In conclusion, the India Orthodox tea market's growth is driven by a harmonious interplay of cultural heritage, regional diversity, artisanal craftsmanship, and global recognition. These drivers collectively contribute to the market's ability to cater to a discerning segment of consumers who value tradition, quality, and uniqueness in their tea consumption experience. 

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Key Market Challenges

Changing Consumer Preferences

One of the foremost challenges faced by the India Orthodox tea market is the shifting preferences of consumers, both domestically and internationally. Modern lifestyles and the rise of convenience-driven culture have led to a demand for quick and easy solutions, impacting the market for traditional and time-consuming Orthodox teas. As consumers seek efficiency and simplicity, they might lean towards more easily accessible tea options, such as instant teas or tea bags, which do not require the same level of brewing intricacy as Orthodox teas. This shift challenges the market's ability to attract and retain a younger generation of consumers who might not be familiar with the traditional brewing methods or appreciate the nuanced flavors of Orthodox teas.

Environmental Sustainability and Climate Change

Climate change and its effects on tea cultivation pose a significant challenge to the Orthodox tea market. Tea-growing regions in India are already experiencing shifts in weather patterns, erratic rainfall, and rising temperatures. These changes directly impact the tea plants' growth, health, and yield. Additionally, extreme weather events can lead to unpredictable fluctuations in tea production. Orthodox tea, which relies heavily on specific terroirs and traditional cultivation methods, can be particularly vulnerable to these shifts. Ensuring sustainable practices, mitigating the effects of climate change, and adapting cultivation techniques to new environmental realities are crucial to maintaining the quality and consistency of Orthodox tea production.

Key Market Trends

Health and Wellness Consciousness

As global awareness of health and wellness grows, consumers are seeking products that offer both indulgence and potential health benefits. Orthodox teas, with their natural processing methods and diverse flavor profiles, align well with this trend. Many consumers are turning to tea as a healthier alternative to sugary beverages, seeking antioxidants and other bioactive compounds found in tea leaves. Herbal and specialty Orthodox teas, like green tea and white tea, are particularly sought after for their perceived health-promoting properties. Producers are responding by highlighting the nutritional and antioxidant content of Orthodox teas in marketing efforts. This trend also paves the way for innovative blends and infusions that incorporate herbs and botanicals known for their health benefits.

Sustainable and Ethical Sourcing

In a world increasingly concerned about the environment and ethical sourcing practices, the Orthodox tea market is witnessing a push for sustainability and social responsibility. Consumers want to know that the products they consume have been produced with minimal environmental impact and adhere to fair labor practices. Orthodox tea, with its traditional cultivation methods and emphasis on craftsmanship, inherently has ties to sustainable practices. Producers are now showcasing their commitment to environmental conservation, biodiversity preservation, and fair treatment of workers. Certifications like organic, Rainforest Alliance, and Fair Trade are gaining importance in the Orthodox tea market, catering to consumers who want to make conscious choices.

Premiumization and Specialty Offerings

The Orthodox tea market is experiencing a premiumization trend, where consumers are willing to pay a premium for high-quality, unique, and artisanal products. Orthodox teas, known for their complex flavors and meticulous processing, fit this demand perfectly. Specialty Orthodox teas like Darjeeling First Flush, Silver Needle white tea, and Oolong teas are gaining popularity due to their limited availability and distinctive characteristics. Consumers are valuing the experience that comes with brewing and savoring these teas, aligning with the idea of tea as a sensory journey rather than just a beverage. The market is responding with curated selections, luxury packaging, and educational content to enhance the perceived value of Orthodox teas.

Digital Engagement and E-Commerce

The digital age has ushered in a new way of interacting with products, and the Orthodox tea market is embracing this trend by leveraging e-commerce and digital engagement. Tea producers and retailers are using online platforms to reach a wider audience, both domestically and internationally. Social media and online marketplaces provide avenues to showcase the stories behind Orthodox teas, educate consumers about their unique qualities, and offer convenient purchasing options. Virtual tea tastings, live streaming of tea processing, and interactive content are becoming popular ways to engage tea enthusiasts. This trend also allows producers to collect direct feedback from consumers, enabling them to tailor their offerings to match evolving preferences.

Segmental Insights

Blend Type Insights

The India Orthodox Tea Market is witnessing a notable surge in the demand for Oolong tea. This trend can be attributed to Oolong tea's distinct flavor profile, potential health benefits, and its alignment with the growing preference for specialty and premium teas. Oolong tea's balanced oxidation level and diverse taste notes, ranging from floral to toasty, appeal to consumers seeking unique and sophisticated tea experiences. As health-consciousness rises, Oolong tea's antioxidants and wellness potential further enhance its appeal. This trend underscores the market's responsiveness to evolving consumer preferences and its ability to offer a broader range of tea options beyond traditional choices, solidifying Oolong tea's position as a favored and expanding segment within the India Orthodox Tea Market.

Sales Channel Insights

The India Orthodox Tea Market is experiencing a notable surge in demand through the e-commerce channel. This trend is propelled by changing consumer shopping habits and the convenience offered by online platforms. E-commerce allows tea enthusiasts to explore and purchase a diverse range of Orthodox teas from the comfort of their homes. The digital space also facilitates direct engagement between producers and consumers, enabling informative content, virtual tastings, and personalized recommendations. As e-commerce platforms expand their reach, consumers from various regions gain access to specialty Orthodox teas that might not be readily available locally. This trend not only caters to the tech-savvy generation but also fosters a global audience for India's Orthodox tea producers, ultimately enhancing market growth and accessibility in the digital era.

Regional Insights

The North region of India is emerging as a significant market for Orthodox tea, contributing to its rising demand in the India Orthodox Tea Market. This trend can be attributed to the region's rich cultural connection to tea consumption and its increasing interest in premium and traditional beverages. The North's diverse consumer base, spanning urban centers and rural areas, showcases a growing appreciation for the nuanced flavors and heritage of Orthodox teas. As awareness of health benefits and authentic tea experiences grows, consumers in the North are seeking out the high-quality offerings of Orthodox tea. This shift is fostering the expansion of the market's reach beyond traditional tea-consuming regions, while also preserving the cultural legacy of tea in India's northern states.

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Recent Developments

  • In 2021, Aromica Tea from Guwahati, Assam, has unveiled India's first tea packets that are Braille-friendly. These products are designed to meet the needs of a distinct segment of the population and uphold the dignity and equal rights of these individuals in making their purchasing decisions. This initiative is part of a larger movement to promote equality.
  • In 2021, The Assam government has implemented a program to incentivize the production of both orthodox and specialty teas. The Chief Minister of Assam has initiated the Assam tea industries special incentive scheme (ATISIS) with the aim of increasing the production of either orthodox or specialty teas in Assam by expanding the scope of the scheme to include tea gardens.

Key Market Players

·         Tata Sons Private Limited

·         Harrisons Malayalam Limited

·         The United Nilgiri Tea Estates Co Ltd.

·         Teesta Valley Tea Company

·         Kanan Devan Hills Plantations Company Private Limited

·         Kangra Valley Herbals Products

·         Dharamsala Tea Company

 By Blend Type

By Sales Channel

By Region

  • Oolong
  • White
  • Green
  • Black
  • Supermarkets/Hypermarkets
  • Departmental Stores
  • Convenience Stores
  • Online
  • Others
  • North
  • South
  • West
  • East

Report Scope:

In this report, the India Orthodox Tea Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

  • India Orthodox Tea Market, By Blend Type:

o   Oolong

o   White

o   Green

o   Black

  • India Orthodox Tea Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Departmental Stores

o   Convenience Stores

o   Online

o   Others

  • India Orthodox Tea Market, By Region:

o   North

o   South

o   West

o   East

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the India Orthodox Tea Market.

Available Customizations:

India Orthodox Tea Market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

India Orthodox Tea Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1.    Introduction

1.1.  Product Overview

1.2.  Key Highlights of the Report

1.3.  Market Coverage

1.4.  Market Segments Covered

1.5.  Research Tenure Considered

2.    Research Methodology

2.1.  Objective of the Study

2.2.  Baseline Methodology

2.3.  Key Industry Partners

2.4.  Major Association and Secondary Sources

2.5.  Forecasting Methodology

2.6.  Data Triangulation & Validation

2.7.  Assumptions and Limitations

3.    Executive Summary      

3.1.  Market Overview

3.2.  Market Forecast

3.3.  Key Regions

3.4.  Key Segments

4.    Voice of Customer Analysis

4.1.  Brand Awareness

4.2.  Customer Satisfaction

4.3.  Factors Influencing Purchase Decision

4.4.  Sources of Awareness

5.    India Orthodox Tea Market Outlook

5.1.  Market Size & Forecast

5.1.1.    By Value

5.2.  Market Share & Forecast

5.2.1.    By Blend Type Market Share Analysis (Oolong, White, Green, and Black)

5.2.2.    By Sales Channel Market Share Analysis (Supermarkets/Hypermarkets, Departmental Stores, Convenience Stores, Online, and Others)

5.2.3.    By Regional Market Share Analysis        North Market Share Analysis        South Market Share Analysis        West Market Share Analysis        East Market Share Analysis

5.2.4.    By Top 5 Companies Market Share Analysis, Others (2022)

5.3.  India Orthodox Tea Market Mapping & Opportunity Assessment

5.3.1.    By Blend Type Market Mapping & Opportunity Assessment

5.3.2.    By Sales Channel Market Mapping & Opportunity Assessment

5.3.3.    By Regional Market Mapping & Opportunity Assessment

6.    India Oolong Orthodox Tea Market Outlook

6.1.  Market Size & Forecast

6.1.1.    By Value

6.2.  Market Share & Forecast

6.2.1.    By Sales Channel Market Share Analysis

7.    India White Tea Orthodox Tea Market Outlook

7.1.  Market Size & Forecast

7.1.1.    By Value

7.2.  Market Share & Forecast

7.2.1.    By Sales Channel Market Share Analysis

8.    India Green Orthodox Tea Market Outlook

8.1.  Market Size & Forecast

8.1.1.    By Value

8.2.  Market Share & Forecast

8.2.1.    By Sales Channel Market Share Analysis

9.    India Black Orthodox Tea Market Outlook

9.1.  Market Size & Forecast

9.1.1.    By Value

9.2.  Market Share & Forecast

9.2.1.    By Sales Channel Market Share Analysis

10.  Market Dynamics

10.1.   Drivers

10.2.   Challenges

11.  Impact of COVID-19 on India Orthodox Tea Market

11.1.   Impact Assessment Model    

11.1.1. Key Segments Impacted

11.1.2. Key Regions Impacted

12.  Market Trends & Developments

13.  Porter’s Five Forces Model

13.1.   Competitive Rivalry

13.2.   Bargaining Power of Buyers

13.3.   Bargaining Power of Suppliers

13.4.   Threat of New Entrants

13.5.   Threat of Substitutes

14.  SWOT Analysis

14.1.   Strengths

14.2.   Weaknesses

14.3.   Opportunities

14.4.   Threats

15.  Policy & Regulatory Landscape

16.  India Economic Profile

17.  Competitive Landscape

17.1.   Company Profiles

17.1.1. Tata Sons Private Limited     Company Details     Products     Financials (As Per Availability)     Key Market Focus & Geographical Presence     Recent Developments     Key Management Personnel

17.1.2. Harrisons Malayalam Limited     Company Details     Products     Financials (As Per Availability)     Key Market Focus & Geographical Presence     Recent Developments     Key Management Personnel

17.1.3. The United Nilgiri Tea Estates Co Ltd.     Company Details     Products     Financials (As Per Availability)     Key Market Focus & Geographical Presence     Recent Developments     Key Management Personnel

17.1.4. Teesta Valley Tea Company     Company Details     Products     Financials (As Per Availability)     Key Market Focus & Geographical Presence     Recent Developments     Key Management Personnel

17.1.5. Kanan Devan Hills Plantations Company Private Limited     Company Details     Products     Financials (As Per Availability)     Key Market Focus & Geographical Presence     Recent Developments     Key Management Personnel

17.1.6. Kangra Valley Herbals Products     Company Details     Products     Financials (As Per Availability)     Key Market Focus & Geographical Presence     Recent Developments     Key Management Personnel

17.1.7. Dharamsala Tea Company     Company Details     Products     Financials (As Per Availability)     Key Market Focus & Geographical Presence     Recent Developments     Key Management Personnel

18.  Strategic Recommendations/Action Plan

18.1.   Key Focus Areas

18.2.   Target Blend Type

18.3.   Target Sales Channel

19.  About Us & Disclaimer

Figures and Tables

Frequently asked questions


The market size of the India Orthodox Tea Market was estimated to be USD 54.15 Million in 2023.


The India Orthodox Tea Market is witnessing a growing demand for Oolong tea. This surge is attributed to Oolong tea's unique flavor profile, potential health benefits, and its alignment with the increasing preference for premium and specialty teas. With a balanced oxidation level, Oolong tea offers a diverse range of flavors, from floral to toasty, appealing to consumers seeking distinctive tea experiences. As health awareness rises, Oolong tea's antioxidants and wellness properties enhance its appeal further. This trend reflects the market's adaptability to evolving consumer preferences and highlights Oolong tea's position as a favored and expanding segment within India's Orthodox Tea Market.


The North region's escalating interest in premium and traditional beverages is driving a surge in demand for Orthodox tea in the India market. Consumers in urban and rural areas alike are increasingly drawn to the nuanced flavors and health benefits of Orthodox teas. This trend not only expands the market's reach but also honors the cultural legacy of tea consumption in India's northern states.


Availability of diverse regional flavors, cultural heritage and tradition and expansion of e-commerce channel are the major drivers for the India Orthodox Tea Market.


Parvati Sharma

Account Manager BD
Press Release

The India Orthodox Tea Market To Be Fueled By Oolong Tea Segment During The Forecast Period

Sep, 2023

Availability of diverse regional flavors and rising demand of premium quality tea are factors driving the India Orthodox Tea Market in the forecast period 2025-2029