We were lucky to catch up with Rupesh Poudel recently and have shared our conversation below.

Hi Rupesh , thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

In 2008, my extended family in Kathmandu, Nepal, established a specialty tea business, This happening exposed me to the world of Specialty tea.

It wasn’t until around 2012 that I truly began to grasp the subtle nuances and exceptional quality of specialty teas from the Himalayas of Nepal, starkly distinct from the mass-produced CTC or teas like Lipton’s. These teas captivated my senses and sparked a newfound curiosity within me.

When my family proposed it, the notion of starting a tea business here in Dallas was initially met with skepticism. As a university student, I couldn’t help but feel daunted by the challenges of entrepreneurship. However, fate had other plans in store for me.

One pivotal moment came when I stumbled upon an enlightening article online. It exposed the troubling practice, a deceitful scheme that saw these prized teas from Nepal smuggled across borders to India to be exported further as Tea of Indian Origin called Darjeeling Tea. Darjeeling Teas are known to be one of the world’s finest Teas and demand remarkable prices.

I discovered that many Nepalese tea producers, who are mostly farmers, lack knowledge about marketing and selling their tea directly in big markets like the United States. So, they often sell their tea at very low price points to Indian traders, who visit the plantations during harvest time. When the products get to India, the buyers label the tea as Darjeeling Tea, which is highly valued. They also blend it with Darjeeling tea and export it out as super high-quality Darjeeling Tea. This way, Nepalese tea has remained relatively unknown in the world of tea, even though it’s of superior quality.

This revelation left me reeling, especially when I discovered that our own family business had fallen victim to this unethical trend, where they could not even lay hands on the finest quality teas to export directly to major markets because 90% would end up in India. And, whatever was leftover would be too little and too pricey to sell domestically or export.

In this, I saw an opportunity to make a meaningful impact—to bridge the gap between the producers and actual consumers. While economically tying my birth country Nepal and my chosen home, the United States, while advocating for transparency and integrity within the industry.

Motivated by a newfound sense of purpose, and armed with my knowledge and a degree in Marketing, I embarked on a journey of discovery, delving deeper into the complexities of the tea industry. What became increasingly evident was a glaring gap in knowledge among Nepalese policymakers and tea traders regarding effective marketing strategies for high-quality Nepalese teas in the United States.

Thus, I made the bold decision to enter the tea business, fueled by a desire to correct the injustices plaguing the Nepalese tea trade and to revolutionize the industry as a whole.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am Rupesh Poudel, the Founder of Danfe Tea. I am 38 years old and live in Dallas, with my wife Pushpa and son Gorakh. My then-girlfriend Pushpa ( now wife) and I relocated to the US from Nepal in 2007 to pursue our university education together. Later in life, I was deeply troubled by the injustice plaguing Nepal’s tea industry. This injustice involves the smuggling of high-quality Nepalese teas into India, where they are then falsely labeled as Indian teas for exportation overseas. As a result of this deceitful practice, the Nepali tea industry languishes in obscurity, despite its remarkable quality. My motivation for establishing Danfe Tea stems from a strong desire to address this injustice and bring deserved recognition to Nepal’s tea industry.

We specialize in importing and distributing premium Himalayan mountain teas sourced from Nepal, renowned for their exceptional quality and abundant health benefits. Our carefully curated selection of teas is designed to nourish the mind, body, and soul of our customers, providing them with a truly enriching tea experience.

Our teas originate from high-altitude tea plantations nestled in the rugged terrain of Nepal, where the plants endure significant stress due to the thin air and harsh winters. In response to these challenges, the plants compensate by absorbing abundant minerals from the soil. As a result, our teas boast a rich minerality, leading to a brothier, thicker brew that is distinctly non-bitter and teeming with nutrients and flavors when steeped.

Our company is focused on resolving two distinct Problems at the same time: one pertaining to customers and the other to suppliers.
Most American Tea Consumers often have limited exposure to high-quality, loose leaf, healthy teas and may feel intimidated by the complexities of tea preparation and its age-old traditional protocols. This has discouraged many to not even give it a try, only leaving connoisseurs to appreciate this wonderful beverage.

On the supplier side, many Nepalese tea traders lack the knowledge needed to access direct markets in the US and other major markets. Consequently, premium Nepalese teas frequently find their way to India, where they are mislabeled and exported overseas, perpetuating the industry’s obscurity.

To address these issues together, our strategy involves offering top-quality teas at competitive prices, while encouraging experimentation in brewing techniques, and leveraging our expertise in supply chain management and marketing to promote authentic Nepalese teas.

Furthermore, We are uniquely positioned to address challenges for both our customers and suppliers. This position is strengthened by our strategic partnership with our sister tea brand in Nepal called Nepal Tea Exchange (www.nepalteaexchange.com), operated by my brothers. Through this partnership, our goal is to incorporate a significant portion of Nepal’s tea exports into our operations. It’s worth noting that Nepal produces 25 million kilograms of tea annually

The tea market is experiencing rapid growth, particularly following the COVID-19 pandemic, as consumers increasingly seek natural products like tea to enhance their health and immunity.This trend places us in a strategically advantageous position to capitalize on the growing market, targeting a segment estimated to be USD 14 billion currently in the United States alone.

We’ve successfully tested and validated our Product line at the Dallas Farmers Market and various other weekend markets around DFW, where they have been very well received, leading us to garner a good amount of revenue and following on Instagram.

Can you open up about how you funded your business?

I lacked the initial funds to kickstart my business. After obtaining my marketing degree in 2017, I made a personal commitment not to pursue traditional employment, viewing my degree as a fallback option. I recognized that relying on regular paychecks might deter me from embarking on this ambitious endeavor. Prioritizing my mission above financial comfort, I dedicated myself to the cause.

During this period, my wife Pushpa, who has been ever so wonderfully, and incredibly supportive, sustained us with her nursing job, which provided a steady income. Meanwhile, I delved into full-time research and established a supply chain while assisting my brothers in Nepal in establishing Nepal Tea Exchange as a strategic partner. To bridge the financial gap, I opted for a credit card loan of approximately $10,000 to initiate the business.

Can you tell us the story behind how you met your business partner?

My life partner and business Partner are same Pushpa, my wife. We crossed paths as naive youngsters back in 2005 at a Book fair in Kathmandu, Nepal. It was during the enchanting time of September, coinciding with the celebration of Dashain, a prominent Nepalese festival. Interestingly, both of our birthdays fall in September, just six days apart. When I first met Pushpa, I was captivated by her blend of openness and casualness in conversation, coupled with a profound sophistication when discussing ideas. It felt like I had found my perfect match, leading to a deep love that prompted me to drag her with me to the US, despite her initial plans to pursue Bharat Natyam dance in South India. Our journey has seen us grow together, experiencing life’s ups and downs side by side. The decision to embark on our business venture together was a natural progression, as we have always been in sync with each other’s aspirations and ambitions.

Contact Info:

• Website: https://danfetea.com/
• Instagram: https://www.instagram.com/danfetea/
• Linkedin: https://www.linkedin.com/in/poudelr/
• Youtube: https://www.youtube.com/@danfetea2213
• Other: Here is the link to a documentary I produced, of my travel to tea plantations in Nepal, Where I try to shed light on the challenges faced by the Nepalese Tea industry : https://youtu.be/s9m7Jwuma9A?feature=shared