Word: soongachi
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...cost producers caused prices and profits to plunge, Indian growers have struggled to pay the country's 1 million tea workers. Unpaid employees launched a wave of strikes, while some owners sold or simply abandoned their plantations. "Many tea plantations became totally unviable," says Shiv K. Saria of Soongachi Tea Industries, which owns five tea farms in northeastern India. Estates went bankrupt because they were selling at below-cost prices and banks wouldn't lend any more...
Using a strategy that has worked well for Sri Lankan producers like Dilmah, Indian firms are taking their teas straight to consumers by marketing directly online. Assam Co. also opened the popular Camellia chain in Kolkata (formerly Calcutta) this year, and Soongachi Industries has launched Infinitea, a hip, upmarket tea bar in Bangalore that sells more than 70 brews. Soongachi's Rishi Saria, 30, gave up a software-engineering job in Bangalore to return to Darjeeling and take on marketing for the family company. His cousin Gaurav Saria now heads Infinitea. "Our generation is focusing on improving our quality, product...
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