Brands are more than just a name or a logo; they embody a story and a legacy that has been built over time. Behind every brand, there is a rich history and a unique set of circumstances that have shaped its identity and contributed to its success. These background stories have become an integral part of the brand, and they serve as an essential tool for building brand loyalty and connecting with customers. There are various brands that you think you know about, but do you really know them? In this series of articles, we will be telling you unknown stories behind the known brands.
Wagh Bakri, a beloved name in Indian households, has a history as rich as the aroma of its tea. From its origins in South Africa to its rise as a global tea brand, the company’s journey is a tale of resilience, social reform, and innovation. Today, on May 31, 2025, Wagh Bakri stands as the third-largest packaged tea company in India, with a presence in over 60 countries, reflecting a legacy that began over a century ago.
The South African Beginnings: A Dream Amidst Discrimination
In 1892, Narandas Desai, a determined Indian entrepreneur, embarked on a venture that would shape his legacy. He leased 500 acres of land in Durban, South Africa, to establish a tea estate, immersing himself in the art of tea cultivation and production. However, South Africa, like India, was under colonial rule, and racial discrimination was rampant. As Desai’s success grew, so did the prejudice he faced. The political unrest and intensifying racism during the apartheid era made it impossible for him to continue, forcing him to leave the country in 1915 after over two decades of hard work.
During his time in South Africa, Desai formed a significant connection with Mahatma Gandhi, who was also navigating the challenges of racial injustice. Their shared experiences and mutual respect deeply influenced Desai, embedding Gandhian values of honesty, hard work, and social equality into his personal and business ethos. When Desai left South Africa, he carried little more than a few belongings and a certificate from Gandhi dated February 12, 1915, which read, “I knew Mr Narandas Desai in South Africa, where he was for a number of years a successful tea planter.” This letter became a vital token, easing his return to India.
Return to India: The Birth of Gujarat Tea Depot
Upon returning to India in 1915, Desai briefly worked at a tea estate in Maharashtra, applying the expertise he had gained in South Africa. However, his vision was to establish his own business. In 1919, with the help of a substantial loan, he founded the Gujarat Tea Depot in Ahmedabad, Gujarat. The first store, located in the bustling city, initially catered to workers from Ahmedabad’s textile mills, offering loose tea sourced from various estates across India. Desai’s experience in South Africa had taught him the challenges of owning a tea estate, so he focused on sourcing and blending high-quality tea leaves instead, gradually expanding his clientele.
The Birth of Wagh Bakri: A Symbol of Equality
In 1934, Desai took a significant step by launching his own brand under the Gujarat Tea Depot—Wagh Bakri, meaning “tiger” (Wagh) and “goat” (Bakri) in Gujarati. The name and its iconic logo were deeply symbolic, reflecting the social inequalities of the time. India, still under British rule, was grappling with class and caste-based discrimination, much like the racial divides Desai had witnessed in South Africa. Inspired by Gandhi’s teachings on unity, Desai chose the tiger to represent the upper class and the goat to symbolize the lower class, depicting both drinking tea from the same cup. This imagery was a powerful statement against caste-based discrimination, promoting the idea that tea could be a great equalizer, dissolving societal barriers over a shared cup.
The logo, launched alongside the brand in 1934, became an enduring emblem of Wagh Bakri’s ethos. It aligned with the Swadeshi movement, emphasizing self-reliance and social reform, and resonated deeply with Gandhi’s vision for an equitable society. Over the years, this unusual logo has remained a cornerstone of the brand’s identity, symbolizing harmony and coexistence.
Growth in Gujarat: A Foundation of Trust
Wagh Bakri initially sold loose tea through wholesale and retail outlets, building a loyal customer base in Gujarat. Desai’s sons—Ochhavlal, Ramdas, and Kanti—joined the business, expanding it to seven shops across Ahmedabad. The company focused on blending better varieties of tea, ensuring quality and consistency that won the hearts of Gujarati tea drinkers. By the late 20th century, Wagh Bakri had established a strong foothold in the state, commanding a 50% market share in Gujarat’s organized tea sector.
Until 1980, Wagh Bakri continued selling loose tea, but market dynamics necessitated a change. To remain competitive, the company, now led by the third generation—Rasesh, Piyush, and Pankaj Desai—rebranded as Gujarat Tea Processors and Packers Limited and ventured into packaged tea. This marked a pivotal moment, aligning with the growing demand for convenience and branded products in India. The transition wasn’t without challenges, as consumers were initially hesitant to shift from loose tea, but Wagh Bakri’s commitment to quality gradually earned their trust.
Product Innovations: Catering to Diverse Tastes
Over the decades, Wagh Bakri expanded its product portfolio to cater to evolving consumer preferences. In 1944, the company launched Good Morning Tea, a super-premium blend aimed at tea connoisseurs seeking a rich, aromatic start to their day. Under the Wagh Bakri brand, the company introduced a range of products, including Green Tea, Lemon Tea, Iced Tea, and even Premix Coffee, diversifying its offerings while maintaining its core focus on tea. In the early 1990s, Wagh Bakri pioneered the introduction of tea bags in India, importing state-of-the-art machines from Argentina to produce both stapled and staple-free variants, revolutionizing the tea-drinking experience for many Indians.
National and Global Expansion: A Household Name
After dominating Gujarat, Wagh Bakri set its sights on national expansion between 2003 and 2009, entering states like Rajasthan, Goa, Karnataka, Maharashtra, Delhi, and Madhya Pradesh. Despite initial challenges with the brand name being unfamiliar to non-Gujarati consumers, the logo’s concept of unity and the tea’s superior taste sparked curiosity and loyalty. By 2020, Wagh Bakri’s market share in India had grown from 3% in 2009 to 10%, making it the third-largest packaged tea company in the country, trailing only Tata and Hindustan Unilever Limited (HUL).
The company’s international journey began in 1992, targeting the Indian diaspora before competing with local brands in foreign markets. Today, Wagh Bakri is present in over 60 countries, including the US, Canada, the Middle East, Europe, Australia, and Singapore, with exports contributing about 7.5% of its revenue. The brand’s global success is attributed to its focus on quality, strategic market research, and tailored blends that suit local tastes.
Tea Lounges: Redefining the Tea Experience
Recognizing the growing trend of tea cafes in India, Wagh Bakri launched its first tea lounge in 2006. By 2025, the company operates 35 lounges, with plans to add 20 more this year, located in cities like Ahmedabad, Mumbai, Delhi, Pune, and Goa. These lounges, offering a variety of flavored teas and snacks, aim to popularize tea as a preferred beverage, with the best-performing outlets on the Pune-Mumbai Expressway and in Delhi’s Connaught Place. The lounge business is growing at 12–14% annually, reflecting Wagh Bakri’s ability to adapt to modern consumer trends.
Wagh Bakri Today: A Legacy of Quality and Unity
As of May 31, 2025, Wagh Bakri Tea Group, headquartered in Ahmedabad, boasts a turnover exceeding Rs 2,000 crore, with a distribution capacity of over 50 million kilograms of tea annually. The company remains family-owned, with the fourth generation, including Parag Desai (until his passing in 2023), driving its growth. Wagh Bakri continues to innovate, recently introducing products like turmeric latte and instant coffee, while maintaining its core tea offerings. Its commitment to quality is evident in its rigorous tasting process, with directors personally evaluating every batch for color, strength, and taste.
Wagh Bakri’s success is not just commercial—it’s a cultural phenomenon. The brand’s ethos of unity, inspired by Gandhi, resonates across generations, making it a household name in India and a global ambassador of Indian tea. With a presence in 60 countries, a 50% market share in Gujarat, and a growing footprint in India’s organized tea market, Wagh Bakri continues to brew connections, one cup at a time.
In South Africa , our Principal Dr Mohan Dewan was privileged to be associated with the Gandhi Desai School founded by Nandlal Desai and for a while we R K Dewan & Co had privilege of protecting the Wagh Bakri Chai brand in India and overseas.
R K Dewan & Co. provides comprehensive legal services in Intellectual Property litigation, specializing in invalidation searches, interim relief, and enforcement strategies. Our expertise spans critical aspects of IP law, including urgent injunctions under Section 12A of the Commercial Courts Act—especially in time-sensitive Intellectual Property disputes. With decades of experience handling complex cases in pharmaceuticals, FMCG, technology, and the creative sectors, we support clients in protecting their IP rights through precise invalidation analysis, prior art evaluation, and effective courtroom representation. R K Dewan & Co. is committed to helping businesses safeguard and assert their Intellectual Property assets with speed and precision.