Q&A with Aastha Kapoor: Founder of Sy'a Teas

Can you share a bit about your journey from corporate marketing to becoming an entrepreneur with sy’a teas?

My journey from corporate marketing to entrepreneurship with sy’a teas has been both challenging and rewarding. I started my career in pharmaceutical marketing, where I gained significant experience in both offline and online strategies. This was followed by an MBA from Hult Business School and a role as a growth manager for a startup, which provided me with deep insights into the digital landscape.

In 2021, I joined my family business, bringing the beloved Vedic Teas brand from Canada to the Middle East. This transition allowed me to leverage my marketing skills in a new context. Eventually, my passion for building brands led me to create sy’a teas. I wanted to offer a unique experience in the specialty tea segment, focusing on luxury and quality, which felt like the perfect fit for my aspirations and skills.

What makes sy’a teas stand out in the specialty tea segment?

sy’a teas stands out because we prioritize delivering experiences 'beyond indulgence.' We focus on curating the finest teas and tea-based beverages that exude luxury and magnificence.?

Unlike the more common options like Karak, we specialize in unique and premium blends, such as our Peach Pasture tea, deep blue tea, white teas which combine rich flavor with a touch of nostalgia. Our attention to quality and our commitment to creating beautiful tea sets for gifting further set us apart in the specialty tea market.

You’ve grown your team from 0 to 8+ members. Can you tell us about your leadership style and how collaboration has contributed to your success?

Growing sy’a from scratch to a team of over 8+ members has been an incredible journey. I feel my leadership style is collaborative and inclusive. I believe in empowering my team members by valuing their input and encouraging open communication. This approach has been crucial in fostering creativity and innovation, allowing us to adapt quickly and efficiently.

While few of my members work remotely and support me from India and few of us are here in Dubai, our communication and collaborative efforts have enabled us to refine our product offerings, successfully manage our events, and navigate the complexities of the tea industry with a united vision. A huge shoutout to my team members and extended partners because execution is the key, no matter how much we strategize concepts. And they have been throughout this journey with me!

You come from a family with an entrepreneurial legacy. How has that influenced your commitment to women’s entrepreneurship?

Coming from a family with a strong entrepreneurial legacy has deeply influenced my commitment to women’s entrepreneurship. Growing up, I witnessed the dedication and resilience required to build and sustain a business from my father and uncles. This background has instilled in me a belief in the power of women leading their own ventures. I am passionate about supporting and mentoring other women entrepreneurs, sharing my experiences, and helping them navigate the challenges of starting and growing a business.

Because it may look all cool and glorious from the outside but it's NOT. You need to sacrifice a lot of leisure hours and immerse yourself all in when you want to build and grow as a business and team.

I believe strongly in one thing - ‘Execute first, fail fast, learn faster!’

You’ve been part of various networking platforms. How has networking contributed to your business growth?

Networking has played a pivotal role in the growth of sy’a teas. Being involved in platforms like BNI Emperor has expanded my professional network and opened doors to valuable collaborations and partnerships. Through these connections, we’ve had the opportunity to showcase sy’a at major events like Taste of Dubai, The Collective and collaborate with esteemed food; gifting brands such as Varak, Joi Gifts, Fnp, Bloomingbox and influencers like Afnan in the food and beverage segment.

But again while making meaningful connections, one needs to understand the importance of sustaining them in the long term and it's a two way process. As they say, Value precedes Value!

What advice do you have for aspiring entrepreneurs, particularly women looking to start their own businesses?

For aspiring entrepreneurs, especially women, my advice is to embrace resilience and stay committed to your vision.?BE UNREASONABLE?as much as you can when it comes to business in all rightful and sustainable manner. Starting a business requires dedication and a willingness to learn from failures. Surround yourself with a supportive network, seek mentorship, and don’t be afraid to take calculated risks.

Passion and perseverance will be your greatest allies. Remember, the journey may be challenging, but staying focused and driven will lead you to success.

Can you share any highlights from sy’a teas' recent events or collaborations?

I’m glad to share that over the past few months and in the upcoming festive season too, sy’a teas has achieved several exciting milestones. We participated in prominent events like?Taste of Dubai,?got a chance to interact with our customers where our unique tea blends received amazing responses.

Along with that, we were a part of?The Collective?as well, a two-day?luxury show bringing together the best in jewelry, fashion and luxury.

We also did a showcase with?Jumeirah Mina Al Salaam?recently to reach a broader audience and enhance our brand presence in the spa segment to promote health and wellness.

Our collaborations with Varak - The Edible Luxury, FNP, Bloomingbox, Joi Gifts have been particularly noteworthy, allowing us to reach a broader audience and enhance our brand presence.

Additionally, our beautiful tea sets have become popular gifts during festive occasions such as Eid and Diwali. And a good news to share is this November, we have been invited to Taste of Abu Dhabi so we are equally excited for that.? And In October, 2024 sy’a completed its one year anniversary so its a huge celebratory moment for us!