Tetra Pak's Startups Challenge 2024 winner ‘Oji’ launches affordable, vitamin C-enriched iced tea

National, 11 December 2025 – Ruloi Tea, an Assam-based startup, has launched one of India’s most affordable iced teas made with real tea brews, crafted for today’s discerning consumer seeking mindful refreshment. Branded as ‘Oji’, the iced teas come in two delectable flavors – Lemon and Lychee – enriched with Vitamin C and antioxidants, offering smart hydration with great taste.

Currently available in Assam and expanding rapidly across other Northeast states, Oji can be purchased via Drinkoji.com, leading retail outlets, national hypermarket chains, and mom-and-pop stores. The brand will soon roll out on quick commerce platforms and in select cities across India.

Oji is one of the winners of the Startup Challenge 2024 by Tetra Pak India, in partnership with Startup India – an initiative aimed at fostering innovation in India’s F&B ecosystem.

Priced at an accessible INR 10 for each 160 ml carton, Oji is curated with some of the world’s finest teas, naturally sourced from Assam. Packaged in convenient, hygienic, ready-to-drink Tetra Pak cartons, these teas are ideal for anyone seeking everyday refreshment with a touch of wellness.

Through the program, Oji received comprehensive support in product development, mentorship, and commercialization, along with access to Tetra Pak’s Product Development Centre in Chakan for hands-on assistance in formulation and testing.

Bijit Sarma, Co-Founder, Oji, said:

“Oji was born in the lush valleys of Assam, the cradle of the world’s finest teas, with a simple vision: to democratize access to healthy, flavorful beverages. We wanted to take the essence of Assam’s tea heritage and present it in a form that resonates with today’s youth – affordable, refreshing, and guilt-free. Every sip of Oji carries the soul of the Northeast, where authenticity meets innovation. With the unwavering support of Tetra Pak and Startup India, we have transformed a local dream into a national offering – proudly Indian in spirit, and global in appeal.”

Sagar Rai Deka, Co-Founder, Oji, added:

“Our journey with Oji is about building a bridge between Assam’s natural wealth and the modern Indian lifestyle. We are committed to proving that a brand from the Northeast can redefine the beverage landscape nationally, by offering a product that’s authentic, functional, and genuinely good for you. Oji represents the future of Indian refreshment – proudly homegrown, sustainable, and made for everyone. We are grateful for the support we received from Tetra Pak and Startup India in bringing our vision to reality.”

Cassio Simoes, MD, Tetra Pak South Asia, commented:

“At Tetra Pak, we are deeply committed to nurturing India’s fast-evolving beverage innovation ecosystem. Oji Iced Tea is a perfect example of how passion and purpose can come together to create something truly refreshing – rooted in local heritage, yet globally relevant. Through the Startup Challenge, we are proud to have supported Oji’s journey from concept to shelf, providing access to our global expertise, paper-based packaging, and product development capabilities. Our goal remains clear – to empower homegrown innovators who are redefining the beverage industry.”

Sanjiv Singh, Joint Secretary, DPIIT, Startup India, said:

“India’s startup ecosystem has become one of the most dynamic in the world, with over 180,000+ recognized startups across 770+ districts (as of August 2025). Nearly 52% of them are from tier-2 and tier-3 cities. Home-grown startups are uniquely positioned to combine global best practices with local insights, creating products that resonate with modern Indian consumers and push India’s reputation as a hub for food & beverage innovation. We are proud to support initiatives like Tetra Pak’s Start-Up Challenge and remain committed to fostering an ecosystem where these startups can scale, generate meaningful employment, and help India capture even greater value from its innovation landscape.”

Blending authentic tea brews with great taste and affordability, Oji represents a new era of mindful refreshment. Over the coming months, Oji plans to gradually expand its footprint beyond the Northeast, bringing its refreshing iced teas to consumers across India through both modern and traditional retail channels.

About Oji Ice Tea:

Oji Ice Tea is a next-generation ready-to-drink beverage brand from Ruloi Tea, founded by Bijit Sarma and Sagar Rai Deka – two entrepreneurs inspired by the tea-growing heritage of Assam and driven by the mission to make smart refreshment both delightful and accessible. Rooted in authenticity, Oji reimagines the timeless tradition of Assam tea for a new generation that seeks flavor, freshness, and conscious living. Every carton of Oji embodies the brand’s philosophy – authenticity, taste, and affordability.