D2C Tea Brand from Assam Esah Tea has announced buying the rare tea variety called Pabhojan Gold Tea at record price of Rs 1 Lakh per kg at the auction in Jorhat Tea Auction Centre, Jorhat, Assam. The tea was sold by Pabhojan Organic Tea Estate through the auction where the auctioned tea variety received the highest bid price ever. This tea is known for its variant characteristics leaving bright liquor and soothing after-taste.

Esah Tea is a brand devoted to providing the ultimate tea experience and presents a range of Organic Tea blends that are carefully curated to rejuvenate and revive mind, body, and soul with the natural healing qualities of tea from the local gardens. This new addition to its offerings will attract interest from its consumer base not just in India but abroad.

“We are delighted to have won the auction which will help us provide our customers with one of the finest tea blends from Assam. This tea variety is rare and for tea connoisseurs, this is an experience in a cup. Our customers are spread across the globe and understand the taste and value of this variety. We are glad to be able to continue with our mission to provide them with authentic Assam tea flavors and revive the sheen of the state. We really look forward to seeing more tea sellers come with specialty tea,” Bijit Sarma, founder and chief executive officer, Esah Tea.

Srimati Rakhi Dutta Saikia, the owner of Pabhojan Organic Tea Estate, said, "We made the tea with the finest small buds. We produced only 1kg of this rare variety of tea. We are delighted at this new record-breaking price and creating history for the first time as we manufactured is based on high demand from discerning consumers, tea connoisseurs, and buyers for this type of premium quality specialty tea. The price it fetched is something that will help the Assam Tea Industry regain its lost fame.”

This rare variety of specialty tea will be available for purchase at https://esahtea.in for Indian consumers and at https://esahtea.com for international buyers.