In recent years, the food & beverages industry in Australia has grown. This is recognised as high growth and profit sector due to its huge potential for value addition.
After water, tea is the most consumed beverage in the world. While many consumers are seeking tea products for diverse functions such as energy-boosting and anti-inflammatory to slimming and relaxing benefits.
With the increase in Australia’s multicultural population, no wonder an Indian-Australian tea startup has earned the place in the Top 50 food & beverage market.
Mr. Pradeep Dubey, based in Perth, is the co-founder of DeWine and Chief Executive Officer of the Australian Tea Company (ATC).
“We are quite excited. After these challenging two years, ATC is all set to bounce back in early next year with the first flush (harvest) of tea.”
Pradeep is an alumnus of Annamalai University, RMIT, and Curtin University. He is passionate about working with entrepreneurs from different migrant communities living in Australia.
Pradeep started ATC in 2017 as a vertically integrated and multi-channel tea company.
ATC uses e-commerce to bring tea straight to the cup, right from the source, cutting across several trade layers.
According to Pradeep, this business model keeps intact the freshness and antioxidant characters of the tea.
“We procure our teas directly from the growers, with our sourcing centres located in the tea growing regions in India including Darjeeling, Assam, and in Nepal.
With our production/packaging facility located in India (New Delhi NCR), we can assure the quality, freshness of the teas.”
In addition to this accolade, Pradeep has also won the International Achievers’ Award 2021 for his achievements in international business engagement and relationship building, between Australia and India.
In his Linkedin post, Pradeep thanked people who have been part of his journey:
“I consider this as recognition for me and my team for our exemplary #teamwork. More to come and we will be audacious and united always … #Team ATC!! Kris Christine, Team ATC India!! Australian Tea Company.”
Selected from over 5000 nominations, this prestigious award is presented by the Indian Achievers’ Forum.
On the question of what does future hold for Australia-India relations via tea, Pradeep feels that the Australian tea market has evolved dramatically in the past few years in line with consumers’ changing behaviour.
“Today, tea drinkers are more interested in high-quality products that give them specific health benefits, which have driven demand for healthy green, functional botanical tea and herbal blends.”
He adds that right now ATC has around sixteen types of tea products.
Pradeep plans to grow it with the support of tea lovers in Australia. He says:
“IN ADDITION, THE PERCEPTION OF TEA HAS ALSO CHANGED. CONVENTIONAL TEA DRINKERS PERCEIVE TEA AS A REFRESHING, RELAXING AND ENERGY DRINK. TEA IS A PART OF THEIR EVERYDAY LIFE. WHEREAS YOUNGER CONSUMERS PERCEIVE IT AS A SENSUAL AND WELLNESS DRINK. THEY ARE INTERESTED IN INNOVATIVE FLAVOUR COMBINATIONS, AS WELL AS IN AUTHENTICITY AND THE STORY BEHIND CERTAIN BRANDS. NATURAL, EARTHY FLAVOURS SUCH AS GINGER, MATCHA, TURMERIC AND CUMIN ARE IN HIGHER DEMAND.”
For the future, keeping in mind the range and flavours of tea that India offers, the ATC is planning to organise tea education tours bringing both countries closer.