How One Family Built a Tea Empire: Inside Kerala’s Best-Kept B2B Secret

Building a legacy brand in the competitive beverage industry requires far more than just standard distribution; it demands unyielding grit, meticulous quality control, and a deep understanding of market shifts. In an exclusive interview with Mallu Entrepreneur, Shaji Thomas, founder of Broons Tea, shares his nearly four-decade journey of building one of Kerala's most enduring family tea enterprises, overcoming early crises, and navigating the complexities of the B2B tea market.

1. The Genesis of Brons Tea: Starting with Grit and Navigating Crisis

Founded in 1987, Brons Tea began when Shaji Thomas stepped out of polytechnic education and into the tea industry, inspired by his father’s background in tea marketing. However, the early days were far from easy.

Just six months into the venture, a major personal crisis struck when his father suffered a heart attack and was hospitalized. Suddenly thrust into managing the business alone without prior operational experience, Shaji had to learn the realities of market competition the hard way. That baptism by fire forged the core resilience that defines the brand today.

"If you want to be an entrepreneur, you need extraordinary mental toughness. Things rarely go the way you plan; they often go against you. Surviving and managing those crisis periods is your greatest asset." — Shaji Thomas

2. Decoding the B2B Tea Industry: From Plantations to the Auction House

For consumers, tea is simply a warm morning cup. For industry professionals, it is a complex supply chain involving geography, grading, and precision timing.

Sourcing and the Kochi Auction Center

Most tea in South India originates from high-altitude estates across the high ranges—including Peermade, Munnar, Nelliyampathy in Palakkad, and Wayanad. The soil composition, elevation, and microclimate of each region impart distinct flavor profiles and strength.

Rather than buying directly from a single estate, tea brands source their supply through the Kochi Tea Auction, one of the largest trading centers in South India. Brokers handle the catalogs, providing samples to buyers who taste and evaluate lots before bidding based on current market demand.

Orthodox vs. CTC Tea Production

Understanding tea manufacturing requires looking at the two primary processing methods:

• Orthodox Tea: The traditional method where tea leaves are gently rolled and twisted, preserving delicate flavor notes (such as Darjeeling teas). It is typically lighter and suited for black tea enthusiasts.

• CTC (Crush, Tear, Curl): Modern factories crush, tear, and curl the harvested leaves using heavy machinery. This method yields a stronger liquor, making it the preferred choice for milk-based teas and the hospitality sector across Kerala and Tamil Nadu.

3. The Secret to Brand Longevity: Uncompromising Quality Consistency

In a crowded market filled with major national blenders, Brons Tea carved out a distinct market position by adhering to a singular philosophy: Quality Consistency.

The Art of Custom Tea Tasting

Tea production is subject to constant environmental variables - fluctuating temperatures during withering, varying humidity levels during oxidation, and seasonal monsoon changes. A slight shift in weather can introduce undesirable traits, such as a smoky burn or a raw green taste.

While most commercial operations rely on conventional tasting methods, Brons Tea developed a proprietary, private tasting and blending system. By meticulously analyzing every incoming batch and blending different estate profiles much like a chef combines spices, the brand ensures that a package of tea purchased months apart delivers the exact same taste and strength to the consumer.

4. Industry Evolution: From Bulk Sacks to Consumer Packs and Digital Shifts

Over the decades, the tea trade has undergone massive structural transformations:

• Packaging Shifts: In the early years, tea was transported in large wooden chests lined with aluminum foil and sold loose by weight. This later shifted to 50kg jute bulk sacks, and eventually to consumer-friendly 500g and 1kg packets.

• Regulatory Milestones: During the economic liberalization under Manmohan Singh, the removal of specific excise duties allowed businesses to market smaller retail packets legally. Brons Tea was an early adopter of the 500g and 1kg retail packaging strategy in Kerala, enabling hotels and households to identify the brand directly rather than buying anonymous bulk tea.

• The Digital and Quick-Commerce Era: Modern retail has shifted toward online ordering and rapid grocery delivery. While traditional wholesale distribution remains strong, digital channels allow brands to connect directly with end consumers who value quality and heritage via their official website (broonstea.in).

5. Advice for Aspiring Entrepreneurs and B2B Builders

For those stepping into the business world today, Shaji Thomas emphasizes that entrepreneurship is as much a mental journey as it is a commercial one. Facing unpredictable market conditions requires staying power, clear ethical standards, and a focus on long-term value creation over quick margins.

Whether you are scaling a regional beverage brand or building a B2B network, the core tenets remain unchanged: protect your quality, honor your consistency, and stand firm when the inevitable challenges arise.