Karan Shah

In a candid chat with Money control, Karan Shah, Director, Society Tea, said, “We are striving to be a national brand, which means, customizing blends for each of the markets as per their requirement rather than blanketing it. While we have a stronghold in the west, we are looking at expanding into every major city across the country be it north, east, or south.”

A fourth-generation director of the company, Shah is keeping his cards close to his chest, and would not elaborate much on how he plans to take on the big names in the industry, but said the company wants to capitalist through new launches and penetrate in every market. “Our strategy is: Listen to our consumer! The way tea is consumed changes every 100 km,” he said.