Mumbai (Maharashtra) [India], October 30: Saburi Tea, one of India’s fastest-growing tea brands, has announced the onboarding of Nitin Sethi, a renowned consumer leader and Former Joint President, Chief Digital Officer – Consumer Business of the Adani Group/ Digital Head of IndiGo (6EDigital) as Investor and Executive Advisor Board Member. This strategic collaboration marks a significant milestone in Saburi’s journey toward becoming a household name in India’s competitive FMCG landscape.
Backed by actress Parineeti Chopra as brand ambassador, Saburi Tea has already made its mark across Northern India with its slogan of “Meri Chai Saburi Chai”. With Nitin’s entry, the brand aims to amplify its consumer connect, accelerate growth, and strengthen its leadership positioning in India’s ₹30,000 crore organised tea market.
A Vision for India’s Tea-Loving Heartland
Ketan Khanna, Co-founder & CEO of Saburi Tea, shared,
Nitin Sethi’s Entry: From Digital Transformation to Brand Resurrection
With over 25 years of leadership across Adani Group, IndiGo, Quikr, Commonfloor, Yatra, TravelGuru, InfoEdge (Naukri.com Group), TimesInternet, Rediff & Bharti Airtel, Nitin Sethi has been instrumental in crafting digital-first brands & platforms and scaling consumer-centric businesses across categories. He has just launched his Venture Studio, FutureAge Ai Labs, with his core leaders.
Speaking about his association, Nitin Sethi said,
A Partnership Steeped in Purpose
Aman Khanna, Co-founder of Saburi Tea, expressed his excitement,
Crafting the Next Chapter of Indian Tea
In a category dominated by legacy giants, Saburi Tea is carving its niche through authentic sourcing, modern retail experience, and an emotional storytelling edge. With Nitin Sethi’s guidance, the brand is expected to deepen its digital presence, expand to tier-2 and tier-3 cities, and build new product lines catering to India’s evolving palate.
As India witnesses a new wave of consumer-led entrepreneurship, Saburi Tea’s journey reflects the transformation of everyday consumption into meaningful experiences — from a cup of chai to a cup of connection.
About Saburi Tea
Founded by Aman and Ketan Khanna, Saburi Tea is an emerging FMCG brand known for its premium blends that bring the finest Indian teas to modern households. With a growing retail and online footprint, Saburi aims to bridge tradition and innovation in every sip. It’s one of the strong root-level brands of North India, aspiring to become a prominent national market leader.
About Nitin Sethi
Nitin Sethi is one of India’s most influential digital leaders with over 25 years of experience across Consumer, travel, and digital ecosystems. Currently contributing as a Venture Builder in the Indian Startup Ecosystem, he has been instrumental in scaling multiple brands and is known for his philosophy, “Design is everything, everything is design.” Nitin also mentors and invests in new-age consumer startups. He is focusing on building the capabilities for the new venture studio FutureAge AI Labs, and this partnership is one of the key strategic handshakes.
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