Jyoti Bhardwaj, the founder of TeaFit, was faced with a severe health issue in 2015, which changed her life. Her body had begun resisting insulin, putting her at risk of developing diabetes. With a solid commitment to improving her health, she adopted a healthier lifestyle. But while trying to find more nutritious food and beverage options, she realized the market offered very few choices. Soft drinks, juices, and energy drinks were packed with sugar, making them unsuitable for people looking to cut sugar from their diet.
Observing Market Failures and Learning from Them
While exploring healthier alternatives, she noticed beverage startups were already trying to solve the same problem. However, many of these brands were struggling. Some brands, like Brewhouse, were acquired by larger companies, such as Food Empire Group. Others, like Teavibe and Jadeforest, found it difficult to attract customers but managed to survive. These challenges made Bhardwaj hesitant to enter the market with her health-focused beverage brand.
Rather than rushing into the market, Bhardwaj took time to observe and learn from these failures. She realized that timing and market readiness were critical for the success of any new product.
Jyoti Bhardwaj, inspired by Japan’s zero-sugar bottled teas, developed a similar concept for the Indian market. The COVID-19 pandemic shifted consumer behavior towards healthier products, leading to the launch of TeaFit in 2021. The brand offers premium, health-conscious teas brewed from high-quality leaves from Assam, Arunachal Pradesh, and Kerala.
TeaFit’s breakthrough due to Shark Tank India
TeaFit had its breakthrough when it debuted on *Shark Tank India* in 2022. The publicity from the broadcast helped the company reach a far larger audience, and sales skyrocketed. TeaFit achieved INR 15 lakh in sales in FY22 before its appearance on *Shark Tank*. However, revenue increased to over INR 90 lakh following the show in FY23. Today, the brand is on course to double its revenue by the end of the fiscal year, with current figures of INR 3.4 crore.
Currently, TeaFit has a customer base of over 1.25 lakh people across India. The brand’s products are available through online platforms such as Zepto and Blinkit, as well as in retail chains like Nature’s Basket, 7-Eleven, and Spencer’s. While TeaFit has a nationwide presence, its biggest market in Mumbai, which accounts for 23% of its sales.
Looking ahead, Bhardwaj plans to expand TeaFit’s offline presence in Mumbai before moving into other regions. She believes establishing a solid foothold in one city will help the brand grow sustainably and create a foundation for success in different markets.
