Jivraj9 Tea Group has contributed to Assam’s flood relief efforts by purchasing tea worth ₹13 lakh at a special charity auction organised at the Guwahati Tea Auction Centre (GTAC). The initiative brought together key stakeholders from India’s tea industry and raised approximately ₹2.26 crore for the Assam Chief Minister’s Relief Fund to support communities affected by the recent floods.
The special auction generated ₹1.61 crore through tea sales, while an additional contribution of ₹65 lakh took the total funds raised to approximately ₹2.26 crore. Assam Chief Minister Himanta Biswa Sarma personally wielded the auctioneer’s hammer during the event. The 12 ceremonial lots sold by him collectively raised ₹99.51 lakh.
Tea Company Joins Industry-Wide Relief Initiative
Tea Group was among the prominent buyers participating in the charity auction, purchasing tea worth ₹13 lakh to support the relief initiative. Buyers travelled from Mumbai, Surat, Ahmedabad and Delhi to take part in the event, demonstrating the tea industry’s collective commitment to helping flood-affected communities in Assam.
Commenting on the group’s participation, Rushabh Shah, Executive Director of Jivraj9 Tea Group, said the tea industry’s relationship with Assam extends beyond business and reflects a shared responsibility towards the region and its people.
“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,” Shah said.
Tea Industry Comes Together for Assam Flood Relief
The charity auction witnessed participation from tea producers, buyers, brokers, warehouses and auctioneers, with stakeholders across the tea value chain contributing to the cause. Tea producers contributed tea for the auction, while brokers and warehouses waived applicable charges. GTAC facilitated the auction, and buyers purchased the lots, enabling the industry to channel its collective resources towards flood relief.
The initiative highlighted how collaboration across the tea sector can generate financial support for communities facing difficult circumstances. By bringing together businesses and industry stakeholders, the auction created an opportunity to contribute to relief efforts while reinforcing the tea industry’s longstanding connection with Assam.
Jivraj9’s Continued Support for Assam
Tea Group participation in the auction builds on its recent contribution of ₹12.5 lakh to the Assam Chief Minister’s Relief Fund for relief and rehabilitation efforts for flood-affected communities. Assam remains a key part of India’s tea ecosystem and holds an important place in Jivraj9 Tea Group’s sourcing network and wider value chain. The group’s latest contribution reflects its continued engagement with the region and its commitment to supporting communities affected by natural disasters.
The charity auction also demonstrated the potential of collective industry action to support communities beyond commercial activities. With approximately ₹2.26 crore raised for the Assam Chief Minister’s Relief Fund, the initiative brought together businesses across the tea sector to extend assistance to people affected by the floods.
Jivraj9 Tea Group CSR Initiatives
The tea company initiative also reinforces the importance of partnerships between businesses and local communities in responding to natural disasters. By mobilising resources through an established industry platform, the charity auction enabled tea companies and other stakeholders to contribute collectively to relief and rehabilitation efforts. Such collaborative initiatives highlight how the tea sector can use its industry-wide network to extend support beyond commercial activities and help communities recover from the impact of floods.
