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‘We are eager to join hands with more hotel chains’

Saturday, September 18, 2021, 11:30 Hrs  [IST]
Asmita Mukherjee | Hyderabad

Sejal Purohit is an expert tea taster, who has founded an authentically natural tea brand - Seven Spring, which is backed by rigorous research. The brand’s teas not only taste great but are filled with several health benefits. Asmita Mukherjee spoke with Purohit to know the growth story of Seven Spring.
Kindly share the growth story of Seven Spring
Seven Spring is the result of rigorous research about different health products in the market: ancient Vedic herbs, flowers, and shrubs from all over the world. It is a brand that’ll have product lines that are all authentically natural, made with the best ingredients offered by Mother Nature. 

The first of the many product lines is Flavoured Green Tea. It was introduced to create value within the tea industry.

The founder, Sejal Purohit, an expert tea taster, with precise insight and backed by her research, every ingredient she has added to her product line is filled with many health benefits and each concoction is one of its kind. This product line of tea has something to suit every taste palate and aid with almost all sorts of ailments to keep people disease-free and ultimately elated.       
After the great response from the first product line, we decided to come up with more exclusive concoctions with more viable options like tea bags and a range of gift sets.
Seven Spring has developed a second range by keeping different segments in mind like Men’s Health Tea, Women’s Health Tea, Particular Disease Tea, some Lifestyle Tea, Mood Lifting Tea to name a few.
So far, the growth story has been a learning experience and we are still doing extensive research for our further growth. In the coming years, the brand plans to launch innovative and new products and become a mainstream brand
What are your plans for Seven Spring Tea for FY 2021-22?
The timeframe of 2021-22 would be very crucial for the brand. We are going to add 13 new products. They are designed especially keeping in mind, the needs of the Indian market and are totally based on Indian ingredients. We plan on venturing into easy-to-use teabag class also. From a distribution point of view, we are aiming at expanding with multiple correlated channels; hoping to share more shelf spaces in supermarkets. We are also aiming at being available to our customers 24x7 with an omnichannel presence. 

We plan to further expand our operations with more online channels and verticals. Our products will be directed towards non-traditional distribution models by targeting airlines, airport lounges, hotels and restaurants, duty-free stores, and supermarkets as per usage and consumption needs. 

We plan to expand to the West India zone, particularly Maharashtra, Gujarat, Rajasthan, Goa, and in the North India zone, mainly to Haryana, Punjab, and UP. Within a timeline of approximately 24 months, we are going to be present on all channels with integrated platforms. Within the next 30 months, we plan to be available in major parts of Europe and Indian Oceanic countries
Which customer segments are you focusing on and which ones are you planning to penetrate? Why?
Our product line is curated to cater to all segments as per the need and demand, as all the products are results of extensive market research. In our first phase, we established the brand in the premium segment with all imported tea variants. Looking at the market response, we now plan on coming up with an exclusive product line for the luxury segment. The major focus will stay on the mid-income economic segment to deliver the best quality at very affordable prices.
Apart from direct consumers, we are expanding in NTR (Non-Traditional Revenue) based approach. Here we plan on expanding in 3 to 5-star rated hotel chains and premium restaurants. 
Can you give us an outline of your product portfolio and whether you have any plans to diversify?
We started with Infused Tea and Green Tea concoctions, especially loose leaf teas.  We are now coming up with different concoctions of Black Teas, Oolong Teas, some Indian Herbs Infused Teas and tea like Yerba Mate. Moreover, we are coming up with tea bags as they are handy and can be used anywhere at any time. We also plan on introducing a gifting range. 
Please give us an idea about your product price ranges.
We provide a luxurious experience of vibrant flavours and rich aroma for ample wellbeing. The prices of these marvels range from product to product but are affordable. Especially the Indian concoctions that we offer in the best quality range from INR 399 to INR 799. In the premium segment, the teas cost INR 699 to INR 1499. Also, the teabag formation allows us to offer premium teas in the affordable range too.
What are your investment plans for the next few years?
Undoubtedly, the first year’s success and a really warm welcome from the market has encouraged us to invest more on the product side. Although the year 2021-22 shall be investment-oriented, we are planning to expand the market with new variants and product categories, We are confident about achieving a targeted figure of INR 50 Million in the coming 2 years i.e by 2022-23, and 2023-24.
Do you have any tie-ups with hospitality chains or are you planning any partnership in HoReCa?
We are in talks with a few leading hotel chains and QSR chains, especially in the metros and semi-metro cities of India. We are fully equipped and eager to join hands with more hotel chains. We consider an expansion in HoRaCa, as one of the most favourable models for market penetration. Also, the product range that we are offering in the channel is mass friendly.  Hence, we are anticipating a very good response in the HoRaCa group. 

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