The Wagh Bakri Tea Group, a century-old tea company founded in 1919, has expanded its digital commerce presence to generate over ₹200 crore in revenue in the fiscal year 2026. Digital sales now account for 8% of the company’s total revenue, which is expected to reach around ₹2,500 crore this year, according to inc42.com.
The company’s digital journey began in 2016 with a strategy to layer new-age digital channels over its established offline distribution network. Priyam Parikh, the fifth-generation family member and whole-time director, has been instrumental in this transformation. After joining the business in 2011 and gaining experience across departments, Parikh took leadership in 2014 and focused on modernizing the business to embrace ecommerce and quick commerce platforms.
Today, the company’s revenue mix includes 60% from general trade, 20% from modern trade, 8% from ecommerce, and 10-12% from exports. While the digital share may seem modest, it is the fastest-growing channel, showing double-digit growth rates. This shift highlights the increasing importance of digital commerce in the traditional tea sector, reflecting broader trends in consumer buying behavior and retail evolution.
The company’s digital revenue growth to more than ₹200 crore in FY26 underscores the success of its gradual digital integration strategy led by Priyam Parikh, who has emphasized understanding and leveraging digital channels since his early days in the family business.