Assam’s tea industest is one of India’s oldest and most recognisable, yet it has long faced criticism for its reliance on chemical inputs and conventional cultivation practices. While the state produces some of the world’s most distinctive teas, concerns around pesticides, preservatives, and sustainability have grown louder in recent years.
For a new generation of entrepreneurs, this tension presents an opportunity to re-imagine Assam’s tea story through cleaner processes, stronger social impact, and global ambition.
The founder’s leap
In 2017, soon after completing his B.Tech in Mechanical Engineering, Bijit Sarma created what he describes as a bold decision. “Right now, starting up in Assam is a huge opportunity. You can build, fail, build, fail — but one day, of course, you will succeed,” he states.
Growing up in a tea-producing region had already shaped that conviction. Bijit had witnessed first-hand the heavy apply of chemicals in cultivation and preservation.
“There was heavy apply of pesticides and preservatives to build tea last longer. Chemicals were also applyd in cultivation to increase yield. I realised it was harming our health,” he recalls.
That realisation became the foundation for Esah Tea. The venture launched with a social-impact lens, supporting growers transition toward organic cultivation, a process that proved far from simple.
“Convincing farmers to shift from inorganic to natural farming was very challenging. It took us around three years just to develop a market-fit product.”
By 2020, Esah Tea launched its first product: a completely microplastic-free tea bag.
“We launched with three products. Today, we have around 60 in our portfolio,” Sarma states.
The company has since expanded into adjacent categories, including the launch of an iced-tea line, Oji Ice Tea, signalling a shift from niche sustainability to broader consumer appeal.
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Government support
Esah Tea’s early years coincided with an important policy moment in the state.
“In 2017, the Assam Startup policy was implemented. That became a major green channel for me to start here. We were among the first batch incubated under the policy,” Sarma explains.
Support came from multiple directions including funding from a regional high-net-worth investor group and incubation under state-backed programmes that offered mentorship and operational guidance.
Bijit believes the present moment offers unprecedented opportunity for founders in the region.
“Anyone believeing of starting a business should start from Assam. 10-15 years ago, the opportunities were not there. Today, the government is supporting from A to Z. You should grab this opportunity and build your business.”
Road ahead
Esah Tea now aims to scale its organic and sustainable offerings beyond Assam while remaining rooted in the region’s tea heritage.
For Sarma, the journey reflects a broader shift underway in the state: one where Assam’s startup ecosystem is launchning to nurture bold, locally grounded ideas and support them grow into viable, future-facing businesses.
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