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10/21/20

Tchai of the Tiger – Let’s Protect Wild Tigers, Together

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Tchai of the Tiger – Let’s Protect Wild Tigers, Together

We are proud to present Tchai of the Tiger, our first fully organic tea made in collaboration withWWF. This strong, spiced blend contributes to protecting wild tigers, a species threatened with extinction and an iconic animal in tea-producing regions.

Tchai of the Tiger, the First Fuly Organic Tea by Kusmi Tea

Just like chai, a traditional beverage in India, Tchai of the Tiger divinely combines black tea and fragrant spices. The recipe is based on a tea variety from Thiashola, a renowned organic, ethical tea estate in southwest India in the Nilgiri region, which also home to tigers protected by WWF. We visited this timeless destination for a few days, and will cover it in more detail later. This black tea reveals its full strength when mixed with organic spices. Ginger, cardamom, cinnamon, and black and pink pepper all add an astonishing balance of power and sweetness to the blend, inspired by the enchanting cat it helps protect. Tchai of the Tiger is perfect for a spicy, delicious moment shared with others. You can also try it as a Latte version for an even more moreish experience!

 

Real Support for the WWF Tx2 Project

Through this chai tea, we are putting our authentic expertise to work for a cause we care about deeply. For the last two years, Kusmi Tea has been a sponsor of the WWF Tx2 Project. This conservation initiative launched in 2010 aims to protect tigers, a species in danger of extinction and an iconic animal in tea-producing regions. The goal is to double the wild tiger populations recorded in 2010 to reach 6,000 cats by 2022, the next Year of the Tiger in the Chinese zodiac. In an effort to speed up the Tx2 Project, we will donate one euro to WWF for every tin of Tchai of the Tiger sold. An amazing chance to combine pleasure and charity while enjoying a delicious cup of tea.

 

An Eco-Friendly Tin

For Tchai of the Tiger, our studio designed a magnificent tin showcasing India and tigers using a mandala-inspired design. A mother tiger and her cub symbolize the necessary reproduction of this endangered species, featured in tawny shades that contrast with the green of nature. What’s more, the packaging is plastic-free to reflect a growing respect for the environment.

 

The Thiashola Tea Estate

As we mentioned above, last September our teams traveled to the Thiashola Tea Estate, which went fully organic in 2006. The site is located in Southern India at 6,500 feet of altitude in the Nilgiri Mountains, also known as the “Blue Mountains.” This was where the first tea bush was planted in South India in 1853, making Thiashola one of the oldest tea estates in the region. Against the backdrop of breathtaking landscapes, a 350-person team works every day to harvest and produce a tea renowned for its unique character and its role in reflecting ethical, responsible commitments. The estate strives tirelessly to improve the living conditions of its employees and their families by paying fair wages, helping them furnish their homes, and providing an education system for their children.

 

You can find our Tchai of the Tiger tea in all our stores and on our website!
Share your favorite tea experiences on Instagram and tag us – we can’t wait to see your tea times with Tchai of the Tiger!