Woolah Tea – which introduced Truedips in India in 2020 – has just launched its bagless tea dip product in Canada and Australia.
Truedips is considered the world’s first bagless tea dip in true whole-leaf form, just the way it’s plucked in the tea garden. It’s also 100-percent compostable, as the product is only made from tea leaves and has adopted a zero plastic policy in the outer packaging as well.
The company is looking to make Truedips available in the United States, Middle East and Europe by the end of 2022 via distribution partners.
Driven by Creating a Happy, Unique Tea Experience
Woolah in the Assamese language means happiness, as the founders wanted to create “the happiest tea experience” as well as the happiest value chain in the world of tea – with innovation at the core.
The company was founded by Upamanyu Borkakoty and Anshuman Bharali from Assam in December of 2020.
“Our vision was to reimagine, reinvent quality tea brewing, by making it a lot more convenient and easier to brew, and a lot healthier," said Borkakoty.
“While the world is moving from milk tea to healthy alternatives like green teas, Truedips serves an opportunity to offer a clean, chemical-free – free from artificial flavors or colors – and highly nutritious cup of tea only from the tender young tea leaves to the consumers. The best part is what you see is what you get; you can see the quality of the leaves unfurling in your cup,” Borkakoty explained.
Borkakoty added that Truedips by Woolah was initially made available in the Indian market with a pilot launch in December of 2020 and, within three months, it completely sold out.
“We have been able to sell more than one million cups of tea, which have validated the acceptance of such a new concept in the market,” said Borkakoty.
The product was launched via social media marketing and through influencer activations, and it did wonders for the company because the influencers were in love with our product, per Borkakoty. “We still enjoy the support of the influencers and their patronage; secondly, word of mouth plays an important role in creating a loyal consumer base."
In India, Truedips are currently available through the Woolah Tea website and in Canada and Australia online, and it'll soon be available through other e-commerce marketplaces. Apart from that, the company is planning to foray into the HORECA (or HOtel, REstaurant, Café) segment in a big way.
“We believe that everyone deserves tea in its best and purest form, and a cup of tea on-the-go should not be compromised with a tea bag containing either tea dust or the broken leaves and billions of micro-plastics just because it is convenient to brew,” said Borkakoty. “Our product, Truedips, is an easy introduction/transition to the world of single-origin whole leaf tea experience but in the form of a dip, to make it super convenient to brew… The shift has just begun and we plan to completely revolutionize with more innovations in the times to come.”
Woolah Tea’s daily production is 10,000 Truedips, and a total of 250 kg (or around 550 pounds) of organic green leaves is required daily. The company has three organic mini tea factories.
The production process has been streamlined through mechanical interventions, which helped to scale the production by six-fold in the last 15 months.
“Currently, our patent-pending product Truedips requires skilled women workers to complete 75 percent of the job manually and 25 percent through custom-developed machinery, to craft the world’s first bagless tea dip with true whole leaf teas,” Borkakoty shared.
He also noted that the Woolah Tea has been able to create a profitable value chain with Truedips, as well as a business model for the micro-organic tea producers at the grassroots level, which helped to increase the revenue 3x, generating employment for more than 120 rural women in Assam.
“Truedips is tea for a change and with a change,” Borkakoty concluded, noting that one million Truedips means one million less plastic tea bags in the ocean or landfills.
To learn more about Woolah Tea and Truedips, visit WoolahTea.com.
Roopak Goswami – a contributor to World Tea News – has worked for more than two decades as a newspaper journalist in Northeast India. Tea is his passion, and he covers the tea industry regularly.
Plan to Attend or Participate in the
World Tea Conference + Expo, March 27-29, 2023
To learn about other key developments, trends, issues, hot topics and products within the global tea community, plan to attend the World Tea Conference + Expo, March 27-29, 2023 in Las Vegas, co-located with Bar & Restaurant Expo. Visit WorldTeaExpo.com.
To book your sponsorship or exhibit space at the World Tea Conference + Expo, or to enquire about advertising and sponsorship opportunities at World Tea News, contact:
Ellainy Karaboitis-Christopoulos
Business Development Manager, Questex
Phone: +1-212-895-8493
Email: [email protected]
Also, be sure to stay connected with the World Tea Conference + Expo on social media for details and insights about the event. Follow us on Twitter, Facebook, Instagram and LinkedIn.