Journey of Cup-Ji’s Co-Founders, Jay and Akash Sotta

Business Remedies | Rajshree Upadhyaya | With the objective of innovation, Akash and Jay Sotta explored premium, health-focused alternatives to traditional tea and launched Cup Ji, establishing their identity. In the third season of Shark Tank India, they introduced Cup Ji, a ready-to-sip green tea cup that gave a new form to the traditional tea experience. Its aim was to make green tea convenient and accessible while meeting the needs of modern, health-conscious consumers. The idea of Cup Ji stemmed from the founders’ personal experiences with traditional tea-making. Akash wanted a healthier, quickly prepared beverage, while Jay was looking for a way to reduce his dependence on coffee and processed drinks.

Their shared vision inspired a product that combined simplicity, health benefits, and a delightful tea experience. The unique design of Cup Ji includes a blend of whole-leaf tea placed between the base of a paper cup and a filter paper. This thoughtful innovation allows anyone to make a fresh cup of tea simply by adding hot water, eliminating the hassle of separate tea bags, infusers, or brewing equipment.

Securing a place through effective marketing strategies, product novelty, and health benefits
When Akash and Jay presented Cup Ji on Shark Tank India, they sought investment to scale production and expand their market reach. The sharks recognized the product’s potential to attract a growing health-conscious audience and praised the brand’s innovation. However, the founders faced the challenge of convincing investors about Cup Ji’s scalability and the business’s readiness for large-scale operations. Despite the obstacles, their pitch generated strong interest and set the stage for the brand’s growth. Cup Ji’s journey did not remain confined to television screens. After the show, the brand’s popularity surged, attracting a large customer base and boosting sales. With effective marketing strategies, product novelty, and health benefits, Cup Ji succeeded in making its place in India’s competitive beverage market. The brand demonstrated that even in traditional industries like tea, innovation and thoughtfully designed products can bring transformation.

Continuous expansion of product range and reach
Today, Cup Ji stands as an example of entrepreneurial creativity in the beverage sector. Under the leadership of Akash and Jay Sotta, the brand is continuously expanding its product range and reach, committed to delivering quality green tea to a broader audience. The story of Cup Ji is proof of the power of innovation, perseverance, and a clear vision in building a successful enterprise.

The journey of Akash and Jay highlights how personal experiences and consumer insights can transform into a business that resonates with the market. Cup Ji is not just about convenience but also about promoting healthier lifestyle choices. It shows how a simple idea can transform a traditional practice. By redefining the way tea is consumed, the brand reflects changing consumer preferences and the opportunities available to those willing to challenge conventions.

Redefining the tea-drinking experience
Created by Akash and Jay Sotta, Cup Ji has redefined the tea-drinking experience, showcasing the impact of innovation in traditional industries. The growth of the brand underlines the importance of creativity, perseverance, and strategic thinking, inspiring aspiring entrepreneurs to find new ways of meeting consumer needs and building meaningful businesses.

Written & Edited By:

Rajshree Upadhyaya