The world knows India for its rich tea culture, but few people get to witness how tradition and innovation come together to create something extraordinary. Cup-Ji is one such story—a brand built by two Mumbai-based brothers who transformed a five-generation tea heritage into a modern, global-ready product.
Founded in 2022 by Aakash Sotta and Kushal Punsarcasm, Cup-Ji has quickly become a rising star in India’s beverage industry. What started as a simple idea—making green tea easier, tastier, and more accessible—has now grown into a brand exporting to Dubai, Kuwait, Saudi Arabia, and multiple international markets.
A Heritage That Runs Five Generations Deep
Aakash and Kushal grew up surrounded by the aroma of fresh tea leaves. Their family has been involved in the tea-trading business for five generations, giving them a rare, insider-level understanding of:
- Sourcing quality tea
- Blending leaves for optimal flavour
- Understanding how regional preferences differ
- Spotting emerging consumer trends in the beverage space
This legacy became their foundation—but the brothers wanted to do more than continue the family business. They wanted to modernize it.
During their early exposure to global tea markets, they noticed one clear insight: people loved the idea of green tea, but not the experience of making or drinking it. Many found it inconvenient, inconsistent, and simply not enjoyable.
This sparked the beginning of Cup-Ji.
From Problem to Product: Creating the Cup-Ji Experience
In 2021–22, the brothers began experimenting with a product that would eliminate all the complexity associated with traditional green tea. Their vision was simple:
Green tea should be effortless.
This led to the creation of Cup-Ji, an instant green tea cup designed for convenience. Inside each cup, the tea leaves and natural flavours are neatly layered under a fine filter at the base. All the user has to do is:
- Add hot water
- Give a quick stir
- Enjoy instantly
No tea bags, no loose leaves, no waiting time.
Just a consistent, smooth flavour every time.
This intuitive design quickly resonated with consumers. At events, exhibitions, and tastings, people were amazed at how easy and flavorful the experience was. Cup-Ji became a talking point across social media and started gaining traction through word-of-mouth and product-led demand.
From ₹1 Lakh to International Growth
Cup-Ji started with just ₹1 lakh in initial investment—a remarkably small amount for a beverage startup. But the founders relied heavily on:
- Product sampling
- Live demonstrations
- Building trust directly with consumers
- Using content and storytelling to create brand recall
This approach worked. As demand grew, Cup-Ji expanded into new flavours—eventually offering over 30 variants—and began exploring both B2C and B2B channels.
A major growth milestone came when they pitched on Shark Tank India Season 3, which significantly expanded their reach and helped them enter international markets.
Today, Cup-Ji ships to Dubai, Kuwait, and Saudi Arabia, with more regions being added as the brand scales.
Inside Cup-Ji’s Business Model
Cup-Ji’s growth is powered by a multi-layered business model that leverages multiple strong revenue channels across both B2C and B2B segments.
• Direct-to-Consumer (D2C)
Cup-Ji reaches consumers directly through its website and online marketplaces, offering a wide variety of flavours and combo packs. This channel helps the brand build a loyal customer base, gather real-time feedback, and understand consumption patterns.
• Retail Distribution
The brand collaborates with supermarkets, wellness stores, tea shops, and general trade outlets to increase its offline presence. This allows Cup-Ji to tap into walk-in customers who enjoy discovering new products in-store.
• HORECA (Hotels, Restaurants & Cafés)
A major growth pillar for the brand. Cup-Ji’s instant green tea format is ideal for cafés and restaurants because it requires no brewing equipment, reduces preparation time, and ensures consistent taste—making it highly efficient for large service environments.
• Export Business
Cup-Ji has expanded into Middle Eastern markets such as Dubai, Kuwait, and Saudi Arabia. These regions have a high demand for convenient wellness beverages and place strong trust in Indian-origin products, making exports a promising revenue driver.
• Event & Corporate Gifting
The convenient cup format makes Cup-Ji a popular choice for:
- Corporate gifting
- Festival hampers
- Conferences
- Promotional events
This channel brings in sizeable bulk orders and helps the brand reach new audiences quickly.
What Makes Cup-Ji Unique in the Tea Industry
Cup-Ji blends tradition with innovation in a way very few beverage brands have done. The founders understand tea at a deep, generational level, yet they present it in a form that fits the modern lifestyle perfectly.
The product solves real-world needs:
- It’s fast
- It’s consistent
- It’s portable
- It’s beginner-friendly
- It’s perfect for travel, work, or gifting
This makes Cup-Ji a standout brand in a rapidly growing wellness beverage market—both in India and internationally.
About Marketing Mirrors
Marketing Mirrors is a storytelling platform that highlights the journeys of brands, entrepreneurs, and creators reshaping the business world. Through inspiring narratives, it celebrates innovation, authenticity, and the power of marketing in driving real success.
