Dr. Poorvi Chordia is a physician turned tea entrepreneur
Meet Dr. Poorvi Chordia, a physician turned tea sommelier and co-founder of Atlanta-based Herbs & Kettles. The venture aims to bring an authentic Indian tea experience to the people of Atlanta and beyond. This dynamic entrepreneur is crafting a unique tea experience with her husband. She blends her medical background with a love for the art of brewing tea.
In this interview with SEEMA, read how her commitment to authenticity, transparency, and social responsibility, as well as visits to Indian tea gardens, shape her company.
Growing up, did you have any early influences or experiences that sparked your passion for tea? How did that shape your journey towards becoming a tea sommelier and entrepreneur?
Tea has played a significant role in shaping my life since my childhood in Mumbai. The hospitality ingrained in our family culture involved welcoming guests with a comforting cup of tea. Whether engaging in casual conversations, marking special occasions, or sealing business deals, tea was the common thread weaving through these moments. The concept of “chai pe charcha” (discussions over tea), not only fostered community but also facilitated meaningful dialogue among people.
Upon relocating to the United States, I realized the absence of the communal aspect I cherished. The warmth of candid conversations and the bonds formed over tea were sorely missed. Even now, in Atlanta, my family and I continue the tradition of starting our day with a cup of tea, discussing our plans and experiences. Similarly, returning home from work prompts us to reconnect over an evening cup of tea.
As a frontline physician, the therapeutic role of tea became evident during the challenges of the pandemic. Amidst the anxiety and stressors, tea provided a grounding force. Our urban garden served as a sanctuary where my daughters and I found solace, sipping tea and navigating through difficult times.
Recognizing the profound impact of tea on my wellbeing, I decided to share my passion and promote wellness through Herbs & Kettles in 2021. Regular visits to India allowed me to connect with small, sustainable farmers, personally selecting the finest tea batches. Deepening my involvement in this venture, I pursued certification as a tea sommelier to explore and understand tea on a more profound level. Today, I proudly identify as a physician-tea sommelier, or Doctor Chaiwala, combining my medical background with a genuine love for tea.
Atlanta is your current base. How has the city influenced Herbs & Kettles, and what unique aspects of the local culture have you incorporated into your business model or tea offerings?
Atlanta, a city renowned for its cultural diversity and a strong affinity for farm-to-table practices, has significantly influenced the ethos of Herbs & Kettles. We recognized the vibrant culinary scene and the community’s appreciation for locally sourced, fresh ingredients, which aligns seamlessly with our commitment to offering directly sourced teas—truly a farm-to-cup experience.
Our journey began by participating in Atlanta’s farmers’ markets, where we found a shared passion for quality, artisanal products. Engaging with the diverse crowd at these markets allowed us to connect with our customers on a personal level and build a sense of community around our brand.
In observing the market’s demographic, we noticed a significant presence of younger working professionals seeking unique and innovative flavors. This insight inspired us to infuse a contemporary twist into the traditional masala chai, resulting in the creation of our Vanilla Lavender Chai. This blend, which harmoniously blends the boldness of traditional chai with the delicate notes of vanilla and lavender, quickly became our best-selling offering.
By staying attuned to the local culture and preferences, Herbs & Kettles has not only embraced the farm-to-cup philosophy. But we’ve also tapped into the spirit of innovation to craft teas that resonate with the dynamic tastes of Atlanta’s diverse population. Our commitment to quality and community engagement continues to be at the heart of our business model, reflecting the essence of Atlanta’s rich and evolving culinary landscape.
Direct sourcing from tea gardens in India sets Herbs & Kettles apart. Can you elaborate on the impact this has on the relationships with tea farmers, the quality of the batches you select, and the overall experience for your customers?
Our passion for travel, coupled with a keen interest in exploring remote parts of India to observe wildlife in their natural habitats, sparked the unique idea behind our approach at Herbs & Kettles. Many of the wildlife sanctuaries we frequented were situated in the northeastern region of India, where tea cultivation is abundant.
As avid home gardeners and enthusiasts of the farm-to-table movement, we inherently valued the principles of direct sourcing and the use of fresh, local ingredients. This, combined with our love for travel and a commitment to clean and natural ingredients, led us to adopt a distinctive “farm to cup” approach. Our journey took us to personally engage with tea farmers, forging collaborations with those whose dedication to quality and authenticity aligned with our vision.
By visiting these tea farms, we gained firsthand insights into their cultivation practices, harvesting methods, and the unique terroir that influences the flavor profiles of their teas. This direct engagement not only ensures the authenticity of our offerings but also allows us to handpick the best batches, guaranteeing a level of quality that resonates with our commitment to excellence.
The decision to travel to India and establish personal connections with tea farmers is not just a business strategy, it’s a testament to our dedication to providing our customers with an authentic and exceptional tea experience. This hands-on approach underscores our belief in transparency, traceability, and a genuine connection to the origins of the teas we proudly offer at Herbs & Kettles.
Your commitment to social responsibility, including fair trade practices and giving back 1% of revenue to wildlife conservation, is commendable. How do these initiatives align with Herbs & Kettles’ values and contribute to the vision of creating a positive impact in the communities and ecosystems involved?
For an ecosystem to thrive, a harmonious coexistence of humanity and nature is essential. Recognizing the profound connection between the quality of tea and its dependence on the terroir and origins, we sought to integrate something meaningful for tea enthusiasts. Our deep appreciation for wildlife emerged as a natural fit, becoming a focal point in our brand ethos.
Each endangered animal mascot associated with our teas symbolizes the specific region from which the tea originates. This thoughtful representation not only pays homage to the biodiversity of these regions but also serves as a reminder of the importance of preserving natural habitats. In alignment with this commitment, we proudly contribute 1% of our revenue to the Red Panda Conservation Project—an initiative we started in collaboration with a non-profit organization based in India.
By supporting wildlife conservation and incorporating fair trade practices, Herbs & Kettles aims to be more than a conventional tea company. Our values extend beyond the commercialization of tea, seeking to create a positive impact on the communities and ecosystems intricately linked to our teas. This commitment reflects our belief that a responsible and sustainable approach to business can contribute to the well-being of both the environment and the people involved in the tea-making process. Through these initiatives, we aspire to inspire conscious consumer choices and foster a sense of stewardship for the delicate balance between humanity and nature.
As International Tea Masters Association (ITMA)-certified tea sommeliers, how do you leverage your expertise in selecting and curating teas for Herbs & Kettles? What unique characteristics do you look for when personally choosing teas for your collection?
Being an ITMA-certified tea sommelier provides me with a profound understanding of tea grades, allowing me to discern and select the highest quality batches that define Herbs & Kettles. In curating our collection, I focus on key elements such as terroir, seasonality, and flavor profiles.
Terroir, which encapsulates the environmental factors influencing tea cultivation, is a crucial consideration. I seek teas that showcase the unique characteristics imparted by the region in which they are grown. Seasonality adds another layer to our selection process, as the nuances of each season contribute distinct flavors and aromas to the tea leaves. Mouthfeel and flavor, being paramount, guide the final decision. As you can see, tea is very much akin to wine!
Moreover, my certification enables me to not only choose exceptional teas but also educate our customers on the art of tea steeping. By sharing insights on optimal steeping techniques, I empower our customers to fully appreciate the unique and complex flavors of our teas. This educational aspect aligns with our commitment to enhancing the overall tea-drinking experience and fostering a deeper connection between consumers, the tea farmers, and the teas we proudly offer at Herbs & Kettles.
Transparency is a key aspect of Herbs & Kettles’ philosophy. Can you walk us through the process of selecting and vetting teas, ensuring that customers are provided with detailed information about the origin, elevation, season of harvest, cultivar, and processing methods of each tea?
Our commitment to transparency at Herbs & Kettles begins with our hands-on approach to sourcing teas. During our extensive travels, we visit numerous farms spanning diverse tea-producing regions in India. Our focus is on establishing partnerships with small farmers who not only craft exceptional, high-quality whole leaf teas but also share our ethical values – treating tea workers with respect, showing consideration for nature, and avoiding participation in man-animal conflicts.
The personal selection of each tea by us, combined with our close collaboration with these farmers, allows us to offer our customers detailed information about the origin, elevation, cultivar, and processing methods of each tea in our collection. This level of transparency is crucial when dealing with high-quality teas, as it empowers our customers to make informed choices based on their preferences and values.
For us, tea is not merely a commodity; it is a profound passion and source of joy. By meticulously curating our selection and providing comprehensive details about each tea’s journey from the farm to the cup, we invite our customers to share in the authenticity and richness of the tea experience. Our philosophy is rooted in fostering a deep connection between tea enthusiasts and the intricate stories behind every tea leaf we proudly offer.
