TVOY: The Green Tea Uprising

CASE STUDY TVOY

The 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.

New Program

What’s New

AOG Photo 2022

Arun Gupta

Partner at BOD Consulting | Independent Director & Board Member: Hemas Pharmaceuticals, Sri Lanka and Locuz Enterprise Solutions, India | Co-founder, Fortytwo Labs | Ex-Head eCommerce at DHL | Ex- Head Internet Services at Hughes Telecom | Leadership Development Program- The Tuck School of Business at Dartmouth | Leadership Development Program- ISB | Post Graduation in Software Technology from NCST. 

With 38 years of professional experience, Arun has led many groundbreaking IT-driven ventures, shaping the industry and fostering technology adoption. His consulting practice has its foundations based on success as a CIO/CTO across various verticals, geographies, and businesses in mid-market, large enterprises, and Government entities.

Arun’s expertise lies in IT strategy alignment to business strategy & plan, project planning and management, identifying and creating business value from IT, technology team effectiveness, and business Intelligence and analytics. His domain expertise includes Retail, pharmaceuticals, e-commerce, and logistics – though he has consulted across other verticals too.

He has garnered numerous industry awards and recognitions, including the Hall of Fame Awards by CIO Magazine and Information Week. Furthermore, Arun is a celebrated speaker globally and has a passion for photography and travelling.

Bhaskar Pramanik

Expert Advisor at BOD Consulting | Ex-Microsoft, Oracle and Sun Microsystems | Advisory Member of Board of Schulich University, Canada and Bennett University, India | IIT Kanpur

Bhaskar Pramanik is an accomplished management leader and professional from the Technology Industry. He is currently appointed as a Senior Advisor at Rothschild & Co. and Board Member and Independent Director of TCNS Clothing Company Ltd. He is also on the Advisory Board of Schulich University, Canada, and Bennett University, India.

He has previously held National and Global Leadership positions in leading Multinational Technology Companies like Microsoft, Oracle & Sun Microsystems. He has worked in India, Singapore, and the US.

He recently retired from the Board of SBI, India’s largest bank. He has also been on the Executive Committee of NASSCOM and the National Committee of CII and AMCHAM. He regularly speaks at Industry and Leadership forums.

Sidharth Balakrishna

Senior Partner at BOD Consulting | Mentor-MIT Boston, Faster Capital & Tiger Hall| Ex-Essel (Zee) Group and Cairn India| Authored 6 books | IIM Calcutta | SRCC

Sidharth Balakrishna has 18+ years of experience in senior management roles across many noteworthy organisations including the Essel (Zee) Group, Cairn India, KPMG, and Shell. He holds a post-graduate diploma from IIM Calcutta and an Economics (Hons) degree from SRCC, Delhi University.

He is a mentor with MIT Boston (USA), Faster Capital (Dubai), and TigerHall (Singapore) and mentors startups with MassChallenge (Boston and Tel Aviv). He has authored six books and is an adjunct faculty at many leading management institutes.

Deepak Vats

Senior Partner at BOD Consulting | Managing Director, Corpspark Advisors | Ex-BCG and ITC | IIM Calcutta | IIT Kharagpur

Deepak Vats has 16+ years of experience in defining strategic direction for global corporate leaders and new-age start-ups. He holds a post-graduate diploma from IIM Calcutta and a B-Tech degree from IIT Kharagpur.

He is an expert in growth strategy, organisational transformation & new business build. He has previously worked with leading global & Indian corporates and is a Co-founder and incubator of multiple startups in the E-Commerce, SAAS and Technology domains.

Atul Takle

Senior Partner at BOD Consulting | Senior Advisor to PR24x7 and Bridgeweave Technologies | Ex-RPG group, Tata Consultancy Services and Accenture | JBIMS Mumbai | Sydenham

Atul Takle has 30+ years of experience in corporate communications and marketing. He holds a postgraduate degree from Jamnalal Bajaj Institute of Management Studies, Mumbai and a bachelor’s degree from Sydenham college in Mumbai.

He has worked with renowned organisations like RPG group, Tata Consultancy Services, Accenture in India, Pantaloon Retail (India) Limited and SKS Microfinance.
He is currently engaged as a Marketing Consultant to the Scindia School and NIIT University and is a Senior Advisor to PR24x7 & Bridgeweave Technologies.

Sandeep Das

Senior Partner at BOD Consulting | Ex-McKinsey & Co., Kantar Consulting and Interbrand | Delhi University

Sandeep Das has 20+ years of experience working with global brands across multiple geographies on brand, growth and corporate strategy. He holds a master’s degree in Business Economics and Marketing from Delhi University.

He has a successful track record of working in impactful, senior and high client-exposure roles in leading research organisations like McKinsey & Co., Kantar Consulting, Interbrand & Ipsos Strategy3.

Anjali Malhotra

Senior Partner at BOD Consulting | Founder, C-Xcel | Member of FICCI Wise Council | Director, Founder Institute | UCLA Anderson School of Management

Anjali Malhotra has 30+ years of corporate experience across industries like Media, FMCG, Retail and BFSI sectors. She holds a postgraduate degree in Business administration and Management from UCLA Anderson School of Management.

She is the founder of C-Xcel, a boutique advisory practice that helps B2C businesses to achieve greater success through Customer Centricity. She has built brands in highly competitive markets including early-stage businesses like Revlon, Dishtv and Aviva. Over the years, the industry has recognised her as Cx100, Digi 100, Top 10 CDO, Digitalist Thought Leader, Marketer of the year- Media & Entertainment and Best use of Technology in Marketing.

Saurabh Uboweja

Founder & Managing Partner at BOD Consulting | Board member-World Communication Forum Association | Adjunct faculty-EU Business School | Ex-Citibank | IIM Calcutta | NIT Bhopal

Saurabh Uboweja has 16+ years of experience in consulting, branding, leadership development and digital transformation. He holds a post-graduate diploma from IIM Calcutta and a B-Tech degree from NIT Bhopal.

Recognised as one of the 50 Most Influential Strategy Leaders by the World Marketing Congress two times, he serves as an advisor on the boards of both listed and non-listed firms. He is an adjunct faculty at many leading business schools including the EU Business School.

Ajay Kohli

Expert Advisor at BOD Consulting | Chair and Regents Professor at Georgia Tech’s Scheller College of Business | Among 100 most cited authors in the fields of Business and Economics combined in a decade | University of Pittsburgh | IIM Calcutta | IIT Kharagpur

Dr Ajay K. Kohli is Gary T. and Elizabeth R. Jones Chair and Regents Professor at Georgia Tech’s Scheller College of Business. He previously taught at eminent institutions like Emory University, Harvard Business School & The University of Texas at Austin.

He holds a doctorate degree from the University of Pittsburgh, a post-graduate diploma from IIM Calcutta and a B-Tech degree from IIT Kharagpur.

He is among the 100 most cited authors in the fields of Business and Economics combined in a decade, and two of his articles are among the 10 most cited Journal of Marketing articles in the past 25 years. In 2017, he received the AMA-Irwin-McGraw-Hill Distinguished Marketing Educator Award and in 2016, he received the Paul D. Converse Award, termed “Marketing Hall of Fame” by Fortune.

Anil Kejriwal

Expert Advisor at BOD Consulting | Founder-I2Cure Pte. Ltd | Board Advisor of Felix Realty | Chairman of the Board of Uttar Industrial Estate- Uttar Development Pvt. Ltd. | IIT Kanpur

Besides investing in several IT start-up companies globally, Anil Kejriwal is the founder of I2Cure Pte. Ltd a global Biotech Company that manufactures patented Molecular Iodine (I₂) products for the global market. The company aims to bring the first-ever range of Cosmeceutical, Pharmaceutical, and Veterinary products based on a breakthrough in Advanced Molecular Iodine (I₂) Science; to provide the world with a solution to deliver more than just short-term, superficial protection against germs and bacteria, viruses, and fungi.

Anil is a B.Tech from IIT Kanpur with over three decades of experience and serves as a Board Advisor of Felix Realty and Chairman of the Board of Uttar Industrial Estate- Uttar Development Pvt. Ltd.

Manoj Agarwal

Expert Advisor at BOD Consulting | COO-Algonomy | Ex-Future Group India and Procter & Gamble | Chartered Accountant | Mumbai University

Manoj Agarwal is the Chief Operating Officer of Algonomy, a Bengaluru-based digital retail solutions company. A certified Chartered Accountant, he has over 20+ years of experience in global organisations, playing diverse roles with increasing responsibilities, including leading and managing high-performance groups to deliver impactful business results.

His expertise lies in Information Architecture and Strategy, Organization Design for productivity, Organisation Change Management, Data-Driven decision-making, Customer service model, Business Intelligence, Enterprise Performance Management & Financial Reporting and Consolidation.

    J Suresh

    Expert Advisor at BOD Consulting | National Council Member of Retailers Association of India | Ex-HUL and Arvind Fashions Ltd. | IIM Bangalore

    J Suresh is a highly respected leader and key spokesperson in the Consumer and Retail Industry who is currently working as an Independent Consultant. In a career spanning over 4 decades, he has largely worked for Hindustan Unilever Ltd. & Arvind Fashions Ltd. He retired as the MD & CEO of Arvind Fashions Ltd in 2021. He holds a post-graduate diploma from IIM Bangalore.

    He serves as the National Council Member of the Retailers Association of India and in the past has been the Chairman of CII’s National Council on Retail & Chairman of India Fashion Forum.

    He has played a key role in mentoring & leadership development of his subordinates. Many of them have grown to be successful CEOs of many companies.

    Thomas Varghese

    Expert Advisor at BOD Consulting | Business Head-Aditya Birla Group’s Textile Businesses | Ex-Chairman, CII – National Committee on Retail (2009-11) | Harvard Business School | IIT Delhi

    Thomas Varghese is the Business Head of Domestic Textiles, Overseas Spinning and Acrylic Fiber Businesses of The Aditya Birla Group’s Textile Businesses. In the last 21 years, he has held multiple positions in the group and helped Aditya Birla Retail emerge as one of India’s foremost Supermarket & Hypermarket Retailers as its MD & CEO.

    He holds an Advanced Management Program degree from Harvard Business School and Bachelor’s degree in Textile Sciences and Engineering from IIT Delhi.

    Apart from being the Chairman of the CII – National Committee on Retail for 3 years (2009-11) and a member of the Coca-Cola Retail Research Council for Eurasia & Africa, he has received many accolades including CEO of the Year by the Asian Retail Congress in Mumbai (2012), Most Admired Retail Professional of the Year at IRF (2010), Outstanding Business Leader by Aditya Birla Group (2004) and Distinguished Alumnus award of the Indian Institute of Technology, New Delhi (2002).

    Dr Raman Kumar

    Professor | Researches on Asset Pricing, Derivative Securities and Financial Markets | Served on over 50 dissertation committees | Ph.D.-University of Pittsburgh | PGDM-IIM Calcutta

    Raman Kumar is the R.V. and A.F. Oliver Professor of Investment Management in the Department of Finance, Insurance and Business Law at the R.B. Pamplin College of Business at Virginia Tech. He received his PGDM (MBA) from the Indian Institute of Management, Calcutta and his PhD from the University of Pittsburgh. He teaches finance and economics courses in the undergraduate, MBA, Executive MBA, and PhD programs.
    His research work largely centres around Asset Pricing, Derivative Securities, Financial Markets, Market Microstructure, and Empirical Research Methods in Finance, with some of his works published in prestigious publications such as the Journal of Finance, Journal of Finance and Economics, and Journal of Corporate Finance. 

    He has served on over 50 dissertation committees as Chair, Co-chair or member for PhD students in the Departments of Finance, Accounting and Information Systems, Marketing, Management, Hospitality and Tourism Management, Economics, Building Construction, and Civil Engineering at Virginia Tech.
    Shubhendu Agrawal

    Shubhendu Agrawal

    Senior Partner at BOD Consulting | General Electric (USA), Nestlé, Tata Motors | IIM Calcutta | University of Pune

    Shubhendu Agrawal has 18+ years of experience in Strategy, Business Operations, Organisation Transformation, Process Design & Implementation and Commercial Excellence. He also has extensive experience in the end-to-end New Product Development cycle – from consumer insights to product adoption & growth. He holds a postgraduate diploma from IIM Calcutta and a B-Tech degree from the University of Pune.

    He is passionate about profitable growth & social impact and serves as an advisor/member on the boards of several social enterprises & non-profits.

    Kanika

    Kanika Mathur

    Senior Partner, BOD Consulting | Founder, K-Trends | Ex COO APAC Mullen Lowe I Ex-Senior Vice President (Digital & Content Marketing), Dubai Tourism | Ex-Managing Director, Digitas | Ex-CMO, Harappa Education

    As a Marketing & Digital Transformation Strategist, Kanika Mathur has 30+ years of extensive interdisciplinary experience across Technology, CPG, Travel and Ed-tech. She holds a Bachelor’s degree in Arts from Delhi University.

    Her professional career spans multiple industries and renowned organisations. She founded ‘Solutions Integrated Marketing Services’ in India. She set up Razorfish for the Publicis Groupe & shaped it into one of the country’s largest interactive agencies. As its first CMO, she also helped bolster the Harappa Education brand.

    Sumit Singla

    Sumit Singla

    Senior Partner, BOD Consulting | Independent HR Advisor at MSMEs | People Strategist, CompTeam | Guest Faculty Member, MDI | ex-Deloitte | ex-Accenture | ex-Aon

    With 18+ years of experience in the HR and Consulting domain, Sumit Singla has worked with various prominent organisations. He holds a Bachelor’s in Engineering from Punjab Engineering College, Chandigarh & a PG Diploma in Personnel Management and Industrial Relations from XLRI Jamshedpur.

    He has teamed up with diverse clients on a variety of high-impact projects relating to HR transformation, organisation restructuring, M&A, and HR tech.

    Currently, he consults with micro, small & medium enterprises to intensify their HR capabilities, while also mentoring young professionals. He has authored a book that deals with workforce experience & also participates in speaking engagements, forums, and guest lectures at business schools.

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    Dr PV Ramana Murthy

    Expert Advisor at BOD Consulting | Managing Partner at Pinsight By PV | Adviser – Employment and Labour Law Practice at Economic Laws Practice | Board Member at Swadha Foundation | Ex Global CHRO, Indian Hotels Company Ltd | Ex Executive VP HR, Coca-Cola

    Dr Murthy boasts an extensive 35-year corporate career, during which he contributed to renowned Fortune 500 and Global organisations. Apart from being a Lawyer, he holds a Master’s Degree in Organisational Psychology from INSEAD, Singapore. Additionally, he earned his Ph.D. in Strategic Human Resource Management from Sri Krishnadevaraya University, Andhra Pradesh. 

    Beyond his legal background, he serves as an HR Advisor and Consultant, extending his expertise to Indian and multinational companies. His focus spans leadership development, culture transformation, and integrated talent management services. His recent collaborations include supporting organisations like Bosch, Tata Projects, Novo Nordisk, and Taj SATs.

    During his stint at Coca-Cola, Dr Murthy not only managed the global leadership development function for the Bottling Investment Group (BIG) but also facilitated impactful leadership development initiatives.

    Mukesh Mathur

    Senior Partner at BOD Consulting |Ex-Godrej & Boyce, Polaris Retail Infotech and Oracle India | IIM Calcutta | IIT Kanpur

    Mukesh Mathur has 40+ years of experience in sales, marketing, and general management with leading Indian Companies and MNCs. He holds a post-graduate diploma from IIM Calcutta and a B-Tech degree from IIT Kanpur.

    He is passionate about training managers in KAM, value selling, and negotiations. He has been in senior leadership positions in Godrej & Boyce, Polaris Retail Infotech, and Oracle India, successfully managing multiple product categories including consumer durables, office automation, banking equipment, industrial material handling, and service engineers.