Tamil Nadu-based Croft Beverages, a startup focused on sustainable tea production, has successfully raised $125,000 in a pre-seed funding round. The investment, which includes a mix of equity and debt, was backed by angel investors from the tea, sustainability, IT, and biotech industries. This funding will help Croft Beverages expand its farmer-owned business model and build more mini-factories to produce high-quality Nilgiris tea.
Empowering Small Farmers
Croft Beverages is on a mission to transform small tea farmers into entrepreneurs. The company’s unique approach allows farmers to become direct stakeholders by setting up their own mini-factories. Each mini-factory supports 25 small farmers and significantly increases their earnings, offering them three times the income they would normally receive.
The first mini-factory under this model has been established in Billicombai, near Kotagiri. With the success of this initiative, Croft Beverages now plans to expand by creating a network of over 100 farmer-owned mini-factories across the Nilgiris region by 2030. This move is expected to revolutionize the production of sustainable and traceable Nilgiris tea, benefiting both farmers and consumers.
Farm-to-Cup Traceability
A key aspect of Croft Beverages’ business model is its commitment to 100% farm-to-cup traceability. The company ensures that every step of the tea production process is transparent, from cultivation to the final cup. By following best agronomy practices, Croft Beverages produces high-quality tea while maintaining ethical and sustainable farming techniques.
Through its “direct from origin” approach, the company has already formed partnerships with some of India’s top tea brands. This ensures that consumers get pure, traceable Nilgiris tea directly from the farmers, without unnecessary middlemen. The demand for their products has been overwhelming, with the first batch of farmer-produced tea already sold out. To meet the growing demand, Croft Beverages is gearing up to establish three more farmer-owned mini-factories in 2025.
Tea Revolution for Farmers
Croft Beverages believes in making farmers more than just suppliers—they are owners of the process. This empowerment allows them to directly benefit from the tea they cultivate, leading to long-term financial stability and growth. Consumers, in turn, get access to premium-quality, sustainable Nilgiris tea, knowing that their purchase supports small farmers.
Speaking about this vision, Harish Kannan, the Founder of Croft Beverages, said, “With our tea, every sip tells a story. At Croft, farmers aren’t just growers—they are owners, running their mini-factories. From their fields to your cup, we bring tea that’s honest, traceable, and fair. For brands and buyers, it’s unmatched transparency; for farmers, it’s prosperity. Together, we are brewing a tea revolution, one sip at a time.”
Future of Sustainable Nilgiris Tea
With this fresh round of funding, Croft Beverages is set to scale its operations and take its farmer-first tea model to new heights. By 2030, the company aims to make Nilgiris tea one of the most sustainable and ethically sourced tea varieties in India. Their approach not only supports farmers but also ensures that tea lovers can enjoy a product that is both high-quality and environmentally responsible.
As Croft Beverages continues to expand, it is paving the way for a sustainable future in India’s tea industry—one that prioritizes fair trade, ethical sourcing, and premium quality.
