India’s First Luxury Tea Experience Room Inaugurated by Chaichun in Siliguri

A major endeavour seeks to enhance the Indian tea culture, aid the tea producers, and establish India as a leading country in the high-quality tea experience category

This marks the beginning of a landmark achievement for the Indian tea industry, with Chaichun unveiling India’s First Luxury Tea Experience Room, Café & Boutique in Siliguri in the esteemed presence of Shri Rajesh Agrawal, IAS, Commerce Secretary, Department of Commerce, Government of India, accompanied by Shri Amit Kumar, Joint Secretary, Department of Commerce, Government of India, and Shri C. Murugan, IAS, Deputy Chairman, Tea Board of India.

The inauguration is thus an important occasion for both Chaichun and the wider Indian tea industry, bringing together representatives from the government, policymakers, and the industry itself to celebrate the legacy of tea in India and its future potential.

Alongside the ten-year anniversary of Chaichun, the launch event unveils an unprecedented destination for experiencing Indian tea through educational and cultural encounters with its brand. This event is also marked by the unveiling of the reimagined luxury image of Chaichun, now positioned as a premium tea lifestyle brand.

Spanning over 5,000 square feet, the Luxury Tea Experience Room is an innovative space conceived to seamlessly integrate elements of tea, culture, education, and retail experience. Sited in Siliguri, the gateway to India’s finest tea-growing locations, the Experience Room is a unique space conceptualised to strengthen the bond between consumers and the world of tea, as well as to encourage tea tourism.

The dignitaries got a tour of the Experience Room and witnessed the immersive experience it offered through carefully crafted tea tasting sessions and zones, along with India’s first Tea Audio Visual Experience Room. They were struck by its uniqueness in promoting Indian tea culture and tea tourism.

The Experience Room contains an assortment of more than 300 types of teas and unique blends from some of the best tea-growing areas in India and beyond. Through interactive tastings and other learning experiences, people get to know the different aspects of Indian tea.

The Experience Room is important in that it has been developed to be more than just a place to feature Chaichun. Tea growers, estates, and producers from all over India will get chances to display their teas, tell their stories, and interact directly with customers and visitors. This will make their tea much more visible and appreciated.

The other experience offered by the Room is a personalised one, which includes activities like Tea Profiling, Make Your Own Blend, Curated Tea Gifting, and tea education programs.

Addressing the gathering on this occasion, Mr Rajeev Baid, the founder of Chaichun, said, “The Experience Room is the fulfilment of a long-cherished dream of mine, not only for Chaichun but for the entire Indian tea industry.”

He added, “We were inspired by the thought of making a place that will honour the diversity, tradition, and skill of Indian tea, along with providing an opportunity to tea producers to show their teas and culture to the world.”

He continued, “If, through this venture, we manage to build on the development of tea tourism, help tea-growing communities, and create awareness about Indian tea, then that would be much more than a business achievement. That will be our contribution to the future of Indian tea.”

With Chaichun entering its second decade, the Luxury Tea Experience Room not only marks a beginning for the company but also signifies a commitment for the long run, wherein the objective would be to raise tea appreciation and contribute towards building up tea tourism for India.

About Chaichun

Rajeev Baid’s creation, Chaichun, is an exclusive tea brand that focuses on providing a unique tea experience through the selection of carefully curated teas and experiential retail. For the last decade, Chaichun has redefined tea culture for modern-day consumers through its blend of tea knowledge and modern retailing techniques.

About Aman Tea Group

Chaichun belongs to the Aman Tea Group, which is one of India’s finest tea companies, producing more than 40 million kilograms of tea each year. Aman Tea Group is also associated with the renowned Okayti Tea Estate, one of the finest tea gardens in Darjeeling. It can be stated that Aman Tea Group, Okayti Tea Estate, and Chaichun are working towards the same vision of raising the standards of Indian tea and tea-growing communities.