Discover the bold flavors of ‘The Chayi’ and the story of Nayan Kalita, a university faculty member cum entrepreneur, and how he is building a sustainable brand.
Bhaswati Kalita
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In the heart of Assam’s lush green valleys, where tea leaves whisper their stories in the morning breeze, a quiet revolution is brewing — led by a young visionary, Nayan J Kalita, the founder and CEO of The Chayi.
From working in an NGO to establishing a sustainable beverage brand that aims to empower small tea growers, Kalita’s journey is a testament to the power of purpose-driven entrepreneurship.
The Chayi Story: Brewing a Revolution in Assam’s Tea Industry
From CSE Classrooms to Tea Estates: The Beginning
Born and raised in Assam, Nayan J Kalita pursued his bachelor’s degree in computer science engineering from Gauhati University and went on to complete his M.Tech from Tezpur University. A typical career path in IT or software would’ve been the predictable next step. But something shifted during his stint in an NGO, where Kalita worked closely with rural communities.
It was here that he developed a deep appreciation for sustainable living and local empowerment — ideas that would later shape The Chayi.
A Cup of Green Tea: The Spark of an Idea
Sometimes, big ideas start with something as simple as a cup of tea.
While exploring local produce during his NGO days, Kalita came across a special green tea crafted by Pabitra Borah, an innovator known for preserving indigenous Assamese flavors. The brew was unlike anything he’d tasted before — fresh, earthy, alive. That cup sparked a curiosity, which soon became an obsession. Kalita began experimenting with flavors, fermentation, and blends — understanding that tea was more than a beverage. It was culture, heritage, and identity.
The First Startup and Learnings from Failure
Before The Chayi, Nayan Kalita tried to bring tea into the mainstream in a different avatar — through a sports-themed café in Dharapur, Guwahati. The venture, unfortunately, didn’t take off. But for Kalita, it wasn’t failure; it was groundwork.
In the words of every entrepreneur who has tried, failed, and risen again, “The first attempt gave me lessons, not losses.” It taught him about customer behavior, operational expenses, and the real hustle of running a business in a small town in India. More importantly, it reinforced his belief that tea, if approached differently, had massive potential.
2019: The Birth of The Chayi
By 2019, Kalita had crystallized his vision — to democratize high-quality tea and create a direct bridge between small tea growers and modern tea lovers.
Starting small, The Chayi focused on B2B tea gifting and normal tea trading, introducing curated tea boxes to corporate clients and conscious customers. What set them apart was their ability to blend flavor with narrative — every box came with a story, every sip with a purpose.
Building a Team: Collaboration and Growth
The early team included co-visionaries like Priyankush Kalita and Asif Nasir, who believed in the idea as deeply as Nayan did. Today, The Chayi has grown into a team of 6, working tirelessly to scale the brand and reach newer markets — while keeping sustainability and farmer welfare at the core.
Recognition and Funding: DBT BIRAC and Kombucha Grant
In a highly competitive startup ecosystem, recognition isn’t easy. Yet The Chayi caught the attention of DBT BIRAC (Biotechnology Industry Research Assistance Council) and was awarded the prestigious BIG (Biotechnology Ignition Grant)—securing a ₹50 lakh fund for innovation in beverage biotechnology.
This enabled the brand to experiment with kombucha, a trendy, probiotic tea drink gaining popularity worldwide. The funding allowed The Chayi to blend traditional Assamese tea fermentation methods with modern food science — a fusion that has helped them stand out in a crowded market.
A Vision Beyond Profit: Empowering Small Tea Growers
Perhaps the most impact-driven aspect of The Chayi is its unwavering commitment to empowering small tea growers in Assam.
Kalita realized that while Assam contributes massively to the global tea supply, the small-scale growers often don’t get fair value for their produce. Middlemen dominate the industry, leaving farmers with razor-thin margins. The Chayi flipped this script.
- Today, they directly work with 6 small tea gardens.
- Farmers are trained in quality control, sustainable cultivation, and value addition.
- The brand ensures fair prices, zero exploitation, and complete traceability.
This farm-to-cup model not only ensures superior tea for consumers but also economic independence for growers.
Revenue and Market Presence
In under a year, The Chayi crossed ₹35 lakhs in lifetime revenue — a staggering figure considering their bootstrapped beginnings and grassroots supply chain.
What makes this growth impressive is that it came organically — through word of mouth, authentic storytelling, and a fiercely loyal customer base. Unlike VC-funded beverage startups, The Chayi focused on building a community, not just a consumer base.
Their products have now reached multiple Indian cities, and the brand is slowly expanding into premium e-commerce platforms and wellness stores. Kombucha, green teas, and seasonal blends are their bestsellers.
Sustainability at the Core: A Brew That Heals
The Chayi isn’t just about great taste. It’s about responsible consumption.
Their packaging is eco-friendly. Their brews are free of additives and synthetic flavors. Their production processes emphasize zero waste, and they continually educate customers about mindful brewing, reusing tea leaves, and composting.
In a world craving authenticity, The Chayi stands tall as a transparent, honest, and sustainable beverage brand.
Future Plans: More Than Just a Tea Brand
Kalita envisions The Chayi as more than just a tea startup. It’s a movement to revive and celebrate Assam’s tea legacy, create livelihoods, and foster climate-conscious consumption.
Upcoming plans include:
- Launching an immersive tea-tasting experience center in Assam.
- Expanding the kombucha line into urban wellness cafés.
- Partnering with government programs to support more tea growers.
- Launching export-grade blends for the international wellness market.
Brewing Change, One Cup at a Time
In a world where startups chase valuation, The Chayi is chasing values. The story of Nayan J Kalita is one of passion, persistence, and purpose. From sipping a unique green tea to creating a business that touches lives — this is the kind of entrepreneurial journey that inspires, empowers, and, most importantly, brews change.
If you’re looking for a brand that serves more than just tea — a brand that serves hope, heritage, and humanity — then The Chayi deserves your attention.
From empowering small growers to crafting eco-friendly brews, this is a story of purpose-driven entrepreneurship and innovation.
Bhaswati Kalita is a business analyst and storyteller with years of experience in business operations, management, and marketing. She is an engineering graduate and started her professional career as an operations manager in a tech company. To follow her passion as a storyteller, she loves to write business articles and stories. Reach her at bhaswati@diversityassam.com.
