The Journey of Blue Tea Co-Founders Nitesh Singh and Sunil Chandra Saha

Business Remedies | Rajshree Upadhyaya |  The birth of Blue Tea came from a simple yet bold idea – turning a flower into a business. In 2017, two MBAs from Kolkata, Sunil Chandra Saha and Nitesh Singh, were searching for a product that could blend tradition with innovation. That’s when they came across the Butterfly Pea flower. Locally known as Aparajita and famous in Southeast Asia for its vibrant blue color – which turns purple with just a dash of lemon – this flower had hardly been commercialized in India. With an initial investment of barely Rs. 50,000, the duo set up a small processing unit in Rajarhat under their company Redplum Private Limited. What began as a curiosity soon turned into a category-defining play in caffeine-free, flower-based tisanes. To keep the idea as direct as possible, they chose the name Blue Tea. Their first strategy was to go global – reaching out to international consumers who were already somewhat familiar with herbal infusions – before returning to the Indian audience. Its appeal was instant: the striking color, the novelty of a caffeine-free beverage, and the natural wellness association of flowers like Butterfly Pea, Hibiscus, and Chamomile. In the early days, the product gained traction through online marketplaces and social media, where the color-changing effect of the tea became a major attraction.

By 2021, Blue Tea was generating nearly Rs. 2 crore in revenue and selling in eleven countries – proving that a startup from Kolkata could package a flower grown in India for the world.

Tripling Domestic Revenue Within a Year
The defining moment in its public story came in February 2023 on Shark Tank India Season 2. The founders entered with full confidence, asking for Rs. 75 lakh for just 1 percent equity, valuing the company at Rs. 75 crore. Their boldness raised doubts among the Sharks, with Anupam Mittal challenging their claim of being first to market. Yet, despite most investors backing out, Aman Gupta saw potential and negotiated a more solid deal – Rs. 50 lakh for 3 percent equity along with a loan of Rs. 25 lakh at 12 percent interest. The episode was memorable not just for its dramatic valuation debate, but also for how the founders managed to secure capital while retaining credibility. What followed was rapid growth. Within a year of their television appearance, Blue Tea’s revenue soared, and by early 2024, monthly sales had reached Rs. 5 crore. Their domestic expansion strategy strengthened their earlier export-centric approach. Revenue, once driven primarily by foreign markets, began to be fueled by Indian consumers. Within a year, the company tripled its domestic revenue and set up a new warehouse in Madhyamgram to meet growing demand. Annual turnover crossed Rs. 38 crore, with exports contributing nearly half – reflecting both global appeal and local acceptance.

Direct Sourcing from Over 200 Small Farmers
To build visibility beyond digital marketplaces, the brand began experimenting with new channels. In partnership with IndiGo Airlines, Blue Tea was introduced as an in-flight beverage, expanding sampling opportunities while elevating its aspirational image. The company also hinted at launching ready-to-drink iced tea and even a café concept – signaling its ambition to move beyond packaged tisanes into experiential formats. All of this was driven by a bold target: achieving Rs. 100 crore in revenue within two years.

Behind this consumer-facing brand lay an equally important supply chain story. Blue Tea positioned itself as a farmer-first company, directly sourcing from more than 200 small farmers and introducing them to the cultivation of Butterfly Pea and other flowers. For many, this became an additional source of income, and the company often highlighted farmer welfare as part of its identity. This empowerment story wasn’t just branding; it anchored the business in authenticity – a valuable edge in the crowded wellness market where differentiation can be difficult.

From a Unique Experiment to a Global Consumer Brand
The Shark Tank spotlight also served as a reality check. Criticism over exaggerated claims pushed the founders to refine their messaging – moving away from unverified health promises and focusing instead on the sensory, aesthetic, and wellness aspects of their tea. This shift reflected the growing maturity of both the brand and the Indian D2C ecosystem, where visibility comes hand-in-hand with accountability.

In its seven-year journey, Blue Tea has evolved from a unique experiment into a trusted consumer brand with global reach and domestic scale. What began with an attraction to a color has grown into a story of factories, warehouses, farmer networks, and ambitious targets. For its founders, the mission is simple: to take flowers grown in Indian soil and transform them into a ritual that reaches homes and borders alike.

From a humble beginning with just Rs. 50,000 to a company eyeing nine-figure revenues, Blue Tea is not only reinventing the form and flavor of tea but also showing how a small idea from Kolkata can find its place in cups around the world.

Written & Edited By:

Rajshree Upadhyaya