As tea consumption continues to rise, many brands are looking for ways to modernise the traditional beverage. With increasing populations plus disposable income and a penchant for the Instagrammable, a key driver behind increased tea consumption in the Middle East has been boba tea. But that doesn’t mean traditional tea is on the way out; the reality is quite the opposite: the Middle East and Africa are the world’s second-largest consumers of tea, after Asia Pacific, with black tea coming out as a strong preference, as well as teas geared towards health and wellness.
One such brand is Namastea, dedicated to providing the highest quality tea available to the Gulf region with an eye trained firmly on the future. “Tea is an old and traditional beverage with a lot of existing brands. Our main challenge is to modernise its consumption and educate our consumers on the different options out there,” says co-founder Laura Erguy. We spoke with Erguy to find out more.
Chasing the Premium
“We realised that most teas in the Middle East were often lower quality than what we could find elsewhere and consumers did not know the many benefits of tea,” shared Laura. “So, we decided to source the best teas and really put the focus on each blend[‘s] main ingredients to highlight their benefits on our wellbeing, while maintaining an affordable price and cute packaging.”
Aimed at young, health-conscious tea drinkers, Erguy is on a mission to provide a premium tea and promote a healthier lifestyle. “We would like our customers to appreciate our level of quality and feel part of a healthy community with our brand.”
NAMASTEA
Good Morning Energizing Loose Tea
AED 40.00
NAMASTEA
Midnight Rendez Vous Rejuvenating Loose Tea
AED 44.00
NAMASTEA
Sun Kiss Immunity Loose Tea
AED 44.00
And the effort shows through. Just as single-origin coffees tend to have a distinct, exotic taste that is bolder and more robust in comparison to blends, Erguy — who co-founded Namastea with her sister almost four years ago — revealed all Namastea teas are sourced exclusively from Sri Lanka, one of the world’s top producers of tea. “Sri Lanka is the only country in the world to function with an auction system that ensures that every single batch of tea produced is checked, ensuring consistency, transparency, and homogeneity of the products.”
“Sri Lanka is also the first and only country to have received a global ozone-friendly certification thanks to their sustainable production methods.”
The Power of Sustainability
Originally from France, the Erguy sisters founded Namastea out of a love for Sri Lanka and its tea, and a desire to share it with their world. “We both started our careers in the cosmetic and pharmaceutical industries. After many trips to Sri Lanka, we discovered the incredible health benefits of tea and realised that this was often unknown or not fully understood. We decided to create a modern and colourful brand to modernise this ancient beverage, as well as focus on its incredible powers.”
The sailing distance from Sri Lanka to the Gulf region is usually between one to three days, meaning the tea’s footprint from food miles is drastically reduced too. “Our teas have not traveled the world before reaching your cup,” says Erguy. Apart from sourcing sustainably-produced tea, Namastea’s teabags are fully compostable and biodegradable; plus, all the flavours are 100% natural and fruit-based, with special limited editions as well as an ever-expanding lineup.
NAMASTEA
Barely Moody
Tea Bags
AED 20.00
NAMASTEA
Pretty Berry Rejuvenating Tea Bags
AED 20.00
NAMASTEA
Sweet Dreams
Tea Bags
AED 20.00
“We started with only loose leaf teas, but gradually introduced a teabag as well in order to cater supermarkets’ needs and [offer] more convenience for some of our consumers,” says Erguy. “Our favourite tea is Pretty Berry,” says Laura, “because it is a unique creation in our range that you would not find in any other brands. It has a very tasty flavour, almost like a candy (without the guilt) and can be drunk cold or hot.”
According to Erguy, the unique natural flavours added to the tea blends can last up to three years, though she recommends consuming the teas long before then. “The natural flavours added to the blend tend to disappear after that period. However, the tea itself does not expire and will still be safe to drink after three years.”
By providing consumers with the highest quality tea from Sri Lanka, Namastea is helping to modernise the traditional beverage and educate consumers on the different options available.
