Founded by Anubha Jhawar, a certified Tea Sommelier from the UK Tea Academy in London, Celes-Té began with a singularly clear vision—to turn the luxury of artisanal tea into an everyday experience. Unlike the usual fashion, its journey started not in a boardroom or marketing lab, but in the tea gardens of India, where Jhawar first observed the rhythm and craft of tea plucking in regions like Darjeeling and Jalpaiguri. This moment of earthly encounter and personal connection to tea remains the mainstay of every blend whipped up under the moniker of Celes-Té.
With a childhood spent in Siliguri, a scenic, hilly heaven close to India’s iconic tea-producing regions, Jhawar’s earliest encounters with tea are rooted in visits to nearby estates with her parents. She remembers the therapeutic movement of pluckers in the gardens, selecting the top two leaves and a bud with practiced hands. These moments—rich in repetition and skill—formed a lasting impression. Years later, while developing Celes-Té, she returned to these same estates not only to source tea, but to engage with the people behind its making. In her words, one plucker once told her, “We don’t just pick leaves — we pick emotions.” That line ended up being quite a touchstone and continues to influence how every blend is approached.
Celes-Té’s offerings are marked by exclusivity and intent. Every tea is curated and blended by Jhawar herself, and the formulations—like the brand’s signature Serendipity Black Tea—are not available under any other label. The use of whole leaf teas ensures that flavour and aroma are preserved, and all ingredients are of premium, natural origin. The result is a range of teas that aim to deliver not just taste, but a complete sensory experience.
Celes-Té is a proud partner of the One District One Product (ODOP) initiative, an Indian government programme that promotes regional industries and artisans. Through this partnership, the brand sources its teas from regions like Darjeeling and Jalpaiguri, directly supporting local tea pluckers and artisans.
Ethical sourcing at Celes-Té is not abstract—it is grounded in practice. It involves working with estates that maintain fair wages, safe working environments, and sustainable growing practices. This is coupled with a commitment to full transparency, ensuring every ingredient’s origin is known and traceable. The aim is to honour the entire chain—from leaf to cup—with respect and care.
In addition to sourcing tea ethically, Celes-Té also focuses on how it is packaged and presented. Each “brew pocket” (tea bag) is handmade by a Social Enterprise operating in and around rural areas of Uttar Pradesh. The initiative creates employment opportunities and sustainable livelihoods for women in these regions, helping them become self-reliant through skilled craft.
This collaboration is central to the brand’s ethos. By engaging directly with rural women, Celes-Té extends its definition of craftsmanship to include not just the product, but the people who make it possible. Each tea bag is more than a utility—it is a result of labour, skill, and social responsibility.
For Jhawar, building Celes-Té has involved navigating the tensions between luxury, affordability, and ethical responsibility. Luxury, she observes, means different things to different people. For some, it’s about ornate design; for others, it’s about purity or storytelling. Celes-Té aims to redefine luxury not through embellishment, but through authenticity. The goal has always been to offer well-crafted, premium teas that remain accessible without compromising on quality or values.
This balancing act has been challenging but necessary—walking the line between what is desirable and what is responsible.
Celes-Té is steadily extending its global reach. Already available in the United States, the brand is preparing to launch in the United Kingdom. The Middle East is also on the horizon—a region where tea is deeply woven into tradition and gifting. Celes-Té sees this not just as a market opportunity, but as a chance to share its blends with audiences who value intention and ritual.
New blends are being developed as part of this journey, each one rooted in wellness, indulgence, and tradition. The ambition is not merely to sell tea but to create immersive tea experiences that resonate across cultures and geographies.
At its heart, Celes-Té is about more than tea. It is about memory, ethics, and place. It is about supporting the hands that pluck the leaves, the women who craft the bags, and the land from which each ingredient emerges. With 1% of annual revenue donated to 1 per cent for the Planet, the brand also keeps environmental concerns central to its mission.
Every blend is a story—crafted with skill, shared with care, and rooted in values that extend beyond the cup.