Wagh Bakri, a stalwart in Ahmedabad’s tea market, continues to evoke nostalgia and loyalty among its customers through its unassuming black-and-white labelled tea packets. At the venerable Wagh Bakri outlet in Ahmedabad, which has stood the test of time as one of the city’s oldest retail stores, patrons find not just tea but a piece of history within those modest packets.
The enduring popularity of the ‘Tea bag No. 23,’ containing ‘dust tea’—a finely ground powder derived from broken tea leaves—has spanned generations, described by patrons as a ‘timeless’ classic. This cherished blend, available only at select stores in Ahmedabad, has been a customer favourite for decades, perpetuating a sense of nostalgia among its consumers.
Founded by Narandas Desai in the early 20th century, Wagh Bakri initially gained fame among mill workers due to its specialisation in dust tea. Today, the 104-year-old company still remains deeply rooted in its origins while expanding its market reach over the past three decades, resonating far beyond Gujarat.
While maintaining its core as a tea company, Wagh Bakri has diversified its offerings to include related products like sugar, along with newer introductions such as instant coffee and ‘turmeric latte’. This diversification strategy has contributed to the company’s significant growth, with its revenue soaring to Rs 2,000 crore in 2022-23, marking a remarkable 7 percent increase from the previous year and quadrupling its earnings from a decade ago.
Paras Desai, the executive director and a fourth-generation proprietor, emphasised the family’s resolute commitment to preserving the brand’s legacy despite enticing buyout offers. He expressed that although there had been offers, their brand represents their legacy, indicating their staunch stance against surrendering ownership.
Assuming leadership recently after his cousin Parag Desai’s tragic demise from a head injury incurred while fending off stray dogs in Ahmedabad, Paras Desai underscored Wagh Bakri’s business philosophy. In a time when rapid success often takes centre stage, Desai described Wagh Bakri’s approach as a blend of tiger-like grace and goat-like humility—advocating for the virtues of steady progress and resilient family foundations in the business realm.
