Surat, Gujarat | October 16, 2026: Jivraj9 Tea Group participated in a special charity tea auction organised at the Guwahati Tea Auction Centre (GTAC), joining stakeholders from across India’s tea industry in raising funds for communities affected by the recent floods in Assam. The initiative collectively raised over ₹2.26 crore, with the proceeds being directed towards the Chief Minister’s Relief Fund, Assam.
The special auction generated ₹1.61 crore through tea sales, while an additional contribution of ₹65 lakh took the overall amount raised to approximately ₹2.26 crore. Assam Chief Minister Himanta Biswa Sarma personally took the hammer during the auction, with 12 ceremonial lots sold by him raising ₹99.51 lakh.
Jivraj9 Tea Group contributed to the collective effort by purchasing teas worth ₹13 lakh at the auction. The company was among the leading buyers at the initiative, alongside other major tea businesses, with buyers travelling from Mumbai, Surat, Ahmedabad and Delhi to participate in the cause.
Commenting on Jivraj9 Tea Group’s participation, Rushabh Shah, Executive Director, Jivraj9 Tea Group, said, “The tea industry has a deep and enduring relationship with Assam, and moments such as these remind us that this relationship extends well beyond business. The floods have affected communities whose lives and livelihoods are closely connected with the region’s tea and agricultural ecosystem. Coming together as an industry to support them is a responsibility we collectively share. We are proud to have contributed to this initiative and to stand alongside the wider tea fraternity in supporting Assam at a time when it needs solidarity and support.”
The auction brought together tea producers, buyers, brokers, warehouses and auctioneers, with stakeholders across the value chain contributing to the initiative. Producers contributed tea, brokers and warehouses waived applicable charges, GTAC facilitated the auction, and buyers came together to purchase the lots and contribute to the relief effort.
The participation also builds on Jivraj9 Tea Group’s recent contribution of ₹12.5 lakh to the Assam Chief Minister’s Relief Fund towards relief and rehabilitation efforts for communities affected by the floods. Assam remains an important part of India’s tea ecosystem and holds a significant place in Jivraj9 Tea Group’s relationship with the tea-growing regions that contribute to its sourcing and value chain.
The charity auction underscores the ability of India’s tea fraternity to come together beyond commercial interests, using the strength of the industry and its collective ecosystem to support communities during times of need.
About Jivraj9 Tea Group
Jivraj9 Tea Group, built on a proud legacy of four generations, is one of India’s leading tea companies, dedicated to delivering exceptional tea experiences through uncompromising quality, innovation and consumer trust. Founded by the late Shri Suresh Jivraj Shah, the company has grown from a trusted regional tea brand into a globally recognised enterprise, exporting to over 30 countries while serving millions of consumers across India. With deep expertise in tea sourcing, blending and manufacturing, Jivraj9 tea group crafts every blend using carefully selected auction teas from Assam, combining generations of tea craftsmanship with proprietary blending expertise to deliver a consistently superior tea experience. Its diverse portfolio includes CTC Leaf Tea, Premium Tea, Green Tea, Masala Tea, Tea Bags, Instant Tea Premixes, Hospitality Packs and Institutional Packs, serving retail, hospitality and institutional markets across India and internationally. Headquartered in Surat, Gujarat, Jivraj9 Tea Group operates an advanced manufacturing facility supported by SAP-enabled operations, end-to-end traceability and an in-house quality control laboratory, where every batch undergoes rigorous daily tea tasting and quality evaluation. Reinforcing its commitment to excellence, the company’s manufacturing processes adhere to globally recognised quality and food safety standards, including FSSAI, ISO 22000:2018, HACCP and US FDA compliance, ensuring every product consistently meets the highest benchmarks of quality, safety and reliability. Guided by its vision of becoming one of India’s most trusted and preferred tea brands, Jivraj9 Tea Group continues to invest in innovation, operational excellence and consumer-centric growth while taking the richness of Indian tea culture to the world. Today, under the leadership of its third generation, the company is expanding its global footprint, strengthening India’s position in the international tea industry, and shaping the future of tea through innovation, authenticity and an unwavering commitment to quality.
