Ruloi Tea, an emerging beverage startup from Assam, has launched Oji, a new line of real-brew iced teas crafted for consumers seeking refreshing, mindful hydration. Positioned as one of India’s most affordable ready-to-drink iced teas, Oji is available in two flavours—Lemon and Lychee—each enriched with Vitamin C and natural antioxidants.
At just INR 10 for a 160 ml Tetra Pak carton, Oji aims to democratize access to quality beverages while showcasing the rich tea heritage of Assam. The drinks are brewed from some of the region’s finest teas and packaged in convenient, hygienic cartons ideal for on-the-go consumption.
Rapid Market Expansion
Currently available across Assam, Oji is expanding into other Northeastern states and is accessible through Drinkoji.com, local retailers, national hypermarket chains, and neighbourhood stores. The brand plans to debut on quick commerce platforms and extend its presence to select cities across India in the coming months.
A Winner of the Startup Challenge 2024
Oji is among the winners of the Tetra Pak India–Startup India Startup Challenge 2024, a programme designed to accelerate innovation in India’s food and beverage ecosystem. Through the initiative, the startup received hands-on support in formulation, product development, testing, and commercialization at Tetra Pak’s Product Development Centre in Chakan.
Founders’ Vision: Bringing Assam’s Heritage to Modern India
“Oji was born in the lush valleys of Assam with a simple vision—to make healthy, flavourful beverages accessible to everyone,” said Bijit Sarma, Co-Founder of Oji. “Every sip captures the soul of the Northeast, where authenticity meets innovation. With Tetra Pak and Startup India’s support, we’ve transformed a local dream into a national offering.”
Co-founder Sagar Rai Deka added, “Our mission is to connect Assam’s natural richness with the modern lifestyle. Oji proves that a homegrown brand from the Northeast can reshape India’s beverage landscape with products that are authentic, functional, and good for you.”
Industry and Government Support
Cassio Simoes, Managing Director of Tetra Pak South Asia, said, “Oji Iced Tea embodies how passion and purpose can create something truly refreshing—rooted in tradition yet globally relevant. Through the Startup Challenge, we’re proud to enable innovators like Oji with our global expertise and paper-based packaging solutions.”
Sanjiv Singh, Joint Secretary at DPIIT, Startup India, highlighted the broader impact: “India now has over 180,000 recognized startups across 770+ districts, with strong representation from tier-2 and tier-3 regions. Initiatives like the Startup Challenge empower homegrown innovators to scale and strengthen India’s leadership in food and beverage innovation.”
A New Wave of Mindful Refreshment
By combining real tea brews, refreshing flavours, functional benefits, and mass affordability, Oji represents a new era of mindful, everyday refreshment. With a planned expansion beyond the Northeast, the brand aims to bring its accessible iced tea experience to consumers across India through both modern and traditional retail channels.