CASE STUDY 
TVOY
TVOYThe Green Tea
Uprising 
How TVOY is orchestrating the “breakup” of green tea drinkers with established brands and capturing discerning consumers
Driving Innovation and Growth:
Shammi Agarwal’s Vision
Shammi Agarwal
Director of the Pansari Group
Driving Innovation and Growth:
Shammi Agarwal's Vision
Shammi Agarwal is driving the group’s rapid portfolio expansion by focusing on building a culture of innovation through operational excellence and strong R&D backed by an eagle eye on new trends and market dynamics.
Pansari Group is well-known in North India for its range of mustard oil and staples. Under Agarwal’s leadership, the company has seen growth in B2B sales, exports, and the introduction of new brands, such as Pansari Tea and Chefy’s (a HoReCa brand). The debut of Tvoy exemplifies his vision and ability to develop new brands, positioning Pansari Group as a potential market unicorn.
Inspired by his personal and peer group preferences, Shammi identified a growing opportunity in the non-milk based tea segment.
Shammi commissioned a detailed study and established an advanced tea test lab with expert tasters and a comprehensive supply chain system to explore new possibilities.
Green Tea Market:
On the Verge of Disruption as Consumers Seek More
The green tea market, valued at 4,000 crores, maintains a steady annual growth of 6-7%. It encompasses three main segments: value brands like Lipton and Tata Tetley, premium brands such as Organic India and Typhoo, super premium offerings like Vahdam, TGL, Tea cultures of the World . These established brands enjoy profitability through robust distribution and marketing, posing challenges for new entrants.
The green tea market is exploding, and this potential for growth is driven by green tea’s emerging reputation as a wellness superfood, the proliferation of tea cafes and boutiques, and the trend of gifting gourmet teas.
However, signs of disruption are apparent as consumers with increasingly global lifestyles are craving new flavors that meet their needs for calm, digestion, and antioxidants. Examples include detox blends like Ginger Lemon Honey Tulsi and soothing options like Chamomile and Japanese Matcha. Additionally, consumption habits are evolving, with green tea now being enjoyed throughout the day, including at HoReCa establishments in office and at home.
BOD Identified a Big Shift in Consumer Behaviour
Saurabh Uboweja
Managing Partner & Practice Leader, Positioning Strategy
Green tea drinkers often deal with an unpleasant bitter aftertaste from popular brands, typically caused by low-quality tea made from tea dust blends. Many brands lack unique market positions, leading consumers to choose based primarily on past purchases and prices rather than quality or features. There’s also the hidden risk of using unsustainable packaging materials like nylon tea bags, which are health hazards and carcinogenic. To cater to consumer preferences, a comprehensive range that covers taste, health, and aesthetic appeal is essential.
“The biggest shift that was staring us in the face was Indian green tea drinkers’ readiness to invest in quality. They’re no longer looking for cheap options; instead, they seek a richer flavor profile, sustainable packaging, and superior tea quality. They’re willing to open their wallets for best in class”
Saurabh Uboweja
Managing Partner & Practice Leader, Positioning Strategy
The Birth of TVOY:
A no compromises voyage to wean customers away from established brands
With consumers rejecting outdated norms we strategically focused our efforts on premiumization that prioritized authenticity. TVOY was literally a T-Voyage of discovery to develop – a wide variety of super fine direct from source tea leaves infused with 100% natural herbs and flavours, packaged safely and sustainably, providing superior wellness and care at affordable prices.
Direct from Source Tea Leaves
The journey to discover the finest tea leaves began with a team of expert tasters traveling across South Asia, seeking out the best suppliers and the most exquisite flavors and blends. Once the leaves were sourced, they were brought back to a state-of-the-art tea lab, where the team spent over 100 days rigorously testing and refining the blends. The goal was to create an exceptional product, and the strategy involved continuously testing the blends with consumers gathering valuable feedback to maintain and enhance the quality of the offerings.
Safe and Sustainable Sachets
Attention to detail didn’t stop with the tea itself; the team also focused on the packaging. They strived for excellence by transitioning from traditional single-chamber tea bags to pyramid-shaped bags, which allowed for optimal infusion and a superior tea-drinking experience. To uphold their commitment to health and sustainability, they chose high-quality biodegradable materials, steering clear of nylon and other common sachet materials that pose health risks. This thoughtful approach ensured that the packaging reflected the company’s dedication to providing both safe and sustainable products.
Development of a Distinct Brand Identity - TVOY: Infuse Wellness with Joy
We also noticed how the narrative around green tea was dull and serious. Hence, TVOY as a brand embarked on a journey to make it more engaging and relatable for the consumers, truly embodying the spirit of infusing wellness with joy.
TVOY stands for joy, care, and making everyday a new adventure. Whether you’re savoring a Timeless Classic, enjoying the vibrant notes of Fruity Fusion, experiencing the soothing benefits of Wellness Wonders, inhaling the enchanting aromas of Floral Bouquets, or delighting in the bold richness of Black Tea, TVOY offers a playful and wholesome twist to your daily life.
The Pack Design
Packaging of Tvoy is not just a container but a storytelling canvas that celebrates the art of tea. Our design direction promises to engage, intrigue, and delight, ensuring that the visual appeal of the product is as compelling as the taste journey it offers. At the heart of our design concept is the ambition to visually articulate the unique mood and flavour profile inherent to each tea variant. The key visual elements are crafted to spotlight the distinctive flavours that characterize each blend.
Through a harmonious interplay of colour, texture, and imagery, the packaging aims to evoke the natural freshness and aromatic richness of the ingredients, inviting tea enthusiasts on a sensory journey from the moment they lay eyes on the product. The design leverages elegant, minimalist aesthetics to convey the brand’s dedication to natural ingredients and authentic tea experiences. Each variant’s packaging features bespoke imagery that vividly portrays the herbs and flavours infused in the tea, serving as a window into the blend’s soul.
Rollout and Impact
Having created a distinctive brand that lives up to its positioning of a wide variety of super fine direct from source tea leaves infused with 100% natural herbs and flavours, packaged safely and sustainably, providing superior wellness and care at affordable prices, TVOY is today being offered in HoReCa, Offices, and Direct to Home and has found immediate appeal and adoption with a repeat purchase of over 85%. Added to the rollout is a distinctive TVOY program for HoReCa which includes tea pairing menus and tea events.
