CASE STUDY 
TVOY
TVOYThe Green Tea
Uprising 
How TVOY is orchestrating the “breakup” of green tea drinkers with established brands and capturing discerning consumers
Driving Innovation and Growth:
Shammi Agarwal’s Vision
Shammi Agarwal
Director of the Pansari Group
Driving Innovation and Growth:
Shammi Agarwal's Vision
Shammi Agarwal is driving the group’s rapid portfolio expansion by focusing on building a culture of innovation through operational excellence and strong R&D backed by an eagle eye on new trends and market dynamics.
Pansari Group is well-known in North India for its range of mustard oil and staples. Under Agarwal’s leadership, the company has seen growth in B2B sales, exports, and the introduction of new brands, such as Pansari Tea and Chefy’s (a HoReCa brand). The debut of Tvoy exemplifies his vision and ability to develop new brands, positioning Pansari Group as a potential market unicorn.
Inspired by his personal and peer group preferences, Shammi identified a growing opportunity in the non-milk based tea segment.
Shammi commissioned a detailed study and established an advanced tea test lab with expert tasters and a comprehensive supply chain system to explore new possibilities.
Green Tea Market:
On the Verge of Disruption as Consumers Seek More
The green tea market, valued at 4,000 crores, maintains a steady annual growth of 6-7%. It encompasses three main segments: value brands like Lipton and Tata Tetley, premium brands such as Organic India and Typhoo, super premium offerings like Vahdam, TGL, Tea cultures of the World . These established brands enjoy profitability through robust distribution and marketing, posing challenges for new entrants.
The green tea market is exploding, and this potential for growth is driven by green tea’s emerging reputation as a wellness superfood, the proliferation of tea cafes and boutiques, and the trend of gifting gourmet teas.
However, signs of disruption are apparent as consumers with increasingly global lifestyles are craving new flavors that meet their needs for calm, digestion, and antioxidants. Examples include detox blends like Ginger Lemon Honey Tulsi and soothing options like Chamomile and Japanese Matcha. Additionally, consumption habits are evolving, with green tea now being enjoyed throughout the day, including at HoReCa establishments in office and at home.
