MAM
Society Tea says tea market well established to champion #VocalForLocal
MUMBAI: One thread that binds Indians as a nation, despite the diversity in cultures and languages, is the love for tea. The way tea is consumed here changes every 100 km. It has been an irreplaceable part of every Indian, making it the most loved beverage across the subcontinent.
The new hashtag #VocalForLocal has been in the Indian market ever since PM Modi gave a clarion call to the nation to support Indianised products. Society Tea director Karan Shah is of the opinion that Indian brands have a good hold over the tea market with each region dominated by a different player who understands its consumer well. While adapting to these variations, Indian brands have stepped forward and innovated as per the demands of the consumer.
Shah says, “Indian consumers are very particular about the kind of tea they consume and how they consume it. It varies from state to state and region to region, with some people liking their tea with only a splash of milk to your kadak masala chai to lightly brewed white tea.”
As per a report by Statista, India produced around 13,44,000 tons of tea in 2018. India is the second-largest producer of tea in the Asia Pacific region and the largest consumer of the beverage. Indian tea is amongst the finest in the world due to the heavy investments and innovations in the processing units and the care taken during harvest and processing owing to the importance the citizens give to chai in their everyday life.
Given this backdrop, Shah thinks a brand needs to understand the changing preferences of the consumer and the tea-drinking patterns across the Indian subcontinent such as the recent affinity for herbal and green tea by health- and fitness-oriented people.
"Vocal for Local" has been quite a point of discussion in the market after Prime Minister Modi's address and Indiantelevision.com has been constantly covering the many aspects surrounding it.
In an earlier interaction, Havas Group India CEO Rana Barua had mentioned, "‘Vocal for Local’ is an extremely encouraging direction and philosophy for marketers."
Havas Group India CEO Rana Barua says that ‘Vocal for Local’ is an extremely encouraging direction and philosophy for marketers.
He further added, “Brands and businesses have a huge and potentially vital role to play. But they must do so with authenticity because it is the right thing to do, not for themselves, not even just for their customers, but for society as a whole. In line with this, getting back to relevance and creating a compelling, engaging story to fit in the consumer’s life is integral. Be meaningful for the consumer so that they clearly understand the void and reach out to buy the brand.”
Society Tea introduced a range of new green teas such as the Cleanse Green Tea Detox Kahwa Premix, while in the segment of iced teas, the company has introduced four interesting flavours.
“Vocal for Local would be a fair idea in its broader interpretation of increasing local industry (not just consumption). But this will only work after the sentiment solution has been found and deployed widely and sticking to a narrow definition of local in any way would be 'harmful jingoism' at work,” adds Dentsu One president Harjot Singh Narang.
Keeping in mind the current pandemic wreaking havoc globally, Society Tea has launched the #StayAtHome campaign, to encourage safety, remembering the beautiful memories that have been collectively spent as a community around tea.
As homes evolve to reflect a growing focus on wellness, hygiene, and long-term durability, the materials we choose are coming under sharper scrutiny. It’s no longer just about how a space looks, but also about how it performs under daily use. From accidental spills in the kitchen to everyday wear in living spaces, the right materials can make the difference between a home that simply appears clean and one that actively supports healthier living.
Across categories like paints, surfaces, and furniture, there is a clear shift towards solutions that minimise toxins, resist stains, and are easier to maintain. Here’s how thoughtful material choices can help create a home that is both beautiful and better for everyday life.
Cleaner Walls: The Shift to Low-VOC Paints
Walls cover the largest surface area in any home, making them a critical factor in indoor air quality. Traditional paints often contain high levels of Volatile Organic Compounds (VOCs), or chemicals that can release harmful fumes long after application. These emissions are known to contribute to headaches, respiratory irritation, and long-term health concerns, particularly in enclosed spaces.
This has led to a growing preference for eco-friendly paints, which are formulated using natural, non-toxic, and sustainable materials. With low to zero VOC content, these paints significantly reduce indoor air pollution and create a safer environment for families, especially children and the elderly. Water-based formulations are another key advancement, as they limit the use of hazardous solvents without compromising on finish or durability. Brands like Nippon Paint have introduced eco-friendly, child-safe paint ranges that align with this shift towards healthier interiors.
Beyond composition, finish also plays a role in maintenance. Satin, eggshell, and semi-gloss emulsions are increasingly preferred for interiors, as they are less absorbent and more resistant to stains, making walls easier to clean and maintain over time.
Hygienic Surfaces: Where Performance Meets Everyday Living
If walls influence air quality, surfaces, especially in kitchens and children’s bedrooms or play areas, directly impact hygiene. Interestingly, studies have shown that kitchen surfaces can sometimes harbour more bacteria than bathrooms, largely due to frequent exposure to food, moisture, and spills.
This makes the choice of countertop and surface material particularly important. Porous materials can absorb liquids, leading to staining and potential bacterial growth over time. In contrast, non-porous surfaces offer a more hygienic alternative, as they prevent absorption and are easier to clean.
Engineered quartz surfaces have emerged as a strong solution in this space. For instance, offerings from Specta Quartz Surfaces are designed to address both hygiene and durability concerns. Being non-porous and impenetrable, these surfaces do not absorb liquids, making them resistant to common household stains such as tea, coffee, turmeric, or juice. They also offer ease of maintenance, as most spills can be cleaned with a damp cloth, and occasional use of mild soap is enough to restore the surface.
Additionally, they are NSF and GreenGuard certified, proving that these surfaces are safe for direct food contact and do not support the growth of bacteria, mould, or mildew. This is particularly relevant in Indian kitchens, where cooking often involves heavy use of spices, oils, and frequent cleaning.
Smart Furniture Choices
Furniture is another area where material choice plays a crucial role in maintaining a clean and healthy home. Sofas, chairs, and wardrobes are constantly exposed to dust, spills, and daily wear, making durability and stain resistance key considerations. Fabrics like microfiber, leather, and synthetic blends like polyester or olefin are becoming popular for upholstered furniture. These materials are designed to repel liquids, resist scratches, and withstand regular use, making them ideal for households with children or pets.
Brands like Orange Tree offer furniture that combines aesthetic appeal with practical material choices. Laminates from companies like Century Ply are now designed to be stain-resistant and durable, making them suitable for wardrobes, cabinets, and seating. These finishes not only enhance longevity but also reduce the effort required for daily upkeep.
Designing for Long-Term Well-Being
What ties these material choices together is a broader shift in how we think about our homes. Cleanliness is no longer just about routine maintenance, it begins with selecting materials that are inherently easier to maintain, safer to use, and more resistant to wear.
Low-VOC paints contribute to better air quality, non-porous surfaces improve hygiene, and performance-driven furniture materials reduce the stress of everyday living. Together, they create an environment that supports both physical health and peace of mind.
As modern lifestyles become more fast-paced, the demand for homes that are low-maintenance yet high-performing will only continue to grow. By choosing materials that can handle spills, resist stains, and stand the test of time, homeowners can create spaces that are not just visually appealing, but also fundamentally healthier to live in.
