Wagh Bakri's fifth-gen bets on ecommerce as fastest-growing channel in ₹2,500 Cr FY26 play
Century-old tea major Wagh Bakri is rewiring distribution under fifth-gen leader Priyam Parikh: ecommerce now 8% (~₹200 Cr) of projected ₹2,500 Cr FY26 revenue, with general trade still 60% and modern trade 20%. AI-led sourcing across 14,000+ plantations and tea lounges anchor a phased state-by-state expansion.
Wagh Bakri's fifth-gen leader Priyam Parikh details the century-old tea brand's digital pivot: ecommerce now 8% of ~₹2,500 Cr FY26 revenue, fastest-growing channel, alongside tea lounges, AI-led sourcing across 14,000+ plantations, and phased state-by-state expansion.
Why this matters
Wagh Bakri's omni-channel pivot under fifth-gen leadership signals a century-old FMCG major embracing digital-first growth while preserving general trade dominance, with AI sourcing modernizing its plantation network.
Omni-channel remains steady with 240 signals tracked over the last 90 days.
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