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Oct, 10 2017

A Kerala based beverage startup to launch iced tea segment

Eten Craft, promoted by three management graduates with experience in the food industry, hopes to make a mark in growing iced tea sector in the country through innovative methods

A Kerala-based beverage startup has come out with an array of products for the nascent iced tea segment in the country.

Eten Craft, promoted by three management graduates with experience in the food industry, hopes to make a mark in growing iced tea sector in the country through innovative methods. To start with, the company imports Sri Lankan tea extract, processes and bottles it for the market.

G Jainendran, director of Eten Craft said "Sri Lankan tea is known for its high quality. Besides, our tea branded Myte contains fewer calories as it uses only less sugar without compromising sweetness and taste. It has launched five different flavours of green and black tea in the iced tea segment including lime, strawberry and green mango tea. We may introduce a zero calorie drink in the coming years as the awareness on the health benefits of green tea is on the rise. In Kerala alone, there has been 20% increase in green tea consumption in the last three years. The company will also open its own bottling units in the coming years. Right now, it has given bottling to job works.”

Shanavas Bavu, director said "No company has launched green mango flavour in iced tea so far. Going on we will introduce more variants. The company has already launched the products in Kerala and will move to Maharashtra and Goa by November. In the current fiscal it will cover Karnataka, Andhra Pradesh and Tamil Nadu”.

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