Projektwerkstatt Teekampagne

What Projektwerkstatt Teekampagne does

Projektwerkstatt Teekampagne (legal entity: Projektwerkstatt Gesellschaft für kreative Ökonomie GmbH) is a Potsdam-based, privately held direct-to-consumer tea retailer founded in 1985 by Professor Günter Faltin. The company sources Darjeeling and Assam teas directly from named tea gardens in India — including Oaks, Risheehat, Makaibari, Seeyok, Goomtee, Singell, Tonganagaon, Chardwar and Tindharia — and sells exclusively in bulk formats (250g, 500g, 1kg) under a campaign model with no intermediaries. It self-identifies as the world's largest purchaser of Darjeeling tea, importing approximately 40 shipping containers per year (1,000–16,000 kg each) and processing up to 1,500 packages per day at peak season versus ~400 on average. The product range covers Darjeeling First Flush and Second Flush (both as blends and single-garden teas), Assam Second Flush, green Darjeeling and Assam, the Darjeeling Earl Grey specialty line (organic, launched 2017), pyramid tea bags made from bio-PLA mesh, and seasonal gift sets.

The business model is asset-light e-commerce combined with a depot pickup network of pharmacies, bookshops and specialty stores across at least 13 German cities. Sales channels are own-storefront (teekampagne.de, plus English teacampaign.com, French campagnedethe.fr and Swiss teekampagne.ch variants) shipping to ~19 European countries via DHL/Deutsche Post, with international shipping rates tiered by destination and free domestic shipping above €100. Acquisition is driven almost entirely by customer referral, with minimal paid advertising and a CleverReach-powered newsletter capped at five emails per year. Distribution is licensed by the Tea Board of India for the protected Darjeeling and Assam geographical-indication seals, and the product carries EU Organic and Naturland certifications (the latter valid until 2027 and exceeding EU requirements on social standards).

Governance is mission-locked: ownership sits with the charitable Stiftung Entrepreneurship (60% currently, rising to 100% in 2025 as founder Faltin transfers his remaining 40%), with the founding charter directing surpluses to ecological and social projects rather than to shareholders. The company has run the SERVE reforestation project since 1992 (managed on the ground by WWF India since 1996), planting 3.2 million trees across 240 hectares and 22 nurseries. Recognition includes the Gold Trophy of the European Green Award 2021, the Fairtrade Award 2022, nomination for the German Sustainability Prize 2023, and Stiftung Warentest test winner 2019 (grade 1.7 for Assam). Headcount is reported at 11–50 employees; no revenue is disclosed.

Name

Projektwerkstatt Teekampagne

Legal name

Projektwerkstatt Gesellschaft für kreative Ökonomie GmbH

Website

https://teekampagne.de

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Projektwerkstatt Teekampagne is a Potsdam-based direct-to-consumer tea retailer founded in 1985 that imports Darjeeling and Assam teas directly from Indian tea gardens and sells them in bulk via its own e-commerce shop and a German depot network. It is the world's largest Darjeeling buyer, holds Tea Board of India protected-designation licensing, and serves individual tea consumers across ~19 European countries.

Ownership category

akta.pro rank

Product category

Specialty Tea Retail

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

akta.pro primary industry

Tea Blending & Flavoring (AFAFADAG)

akta.pro secondary industries

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE), Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Darjeeling tea
• Assam tea
• Organic tea
• Fair trade tea
• Direct import tea

Headquarters

HQ city

Potsdam

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Tea Product Sales: Direct sale of Darjeeling and Assam teas through e-commerce. Revenue generated from product sales with pricing based on weight (250g, 500g, 1kg packs) and garden teas (single-origin). Bulk packaging model enables cost efficiency and competitive pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Projektwerkstatt Teekampagne is a direct-to-consumer online retailer that imports premium Darjeeling and Assam teas directly from tea gardens in India, bypasses middlemen, and sells them in bulk packaging (250g, 500g, 1kg) to consumers via its own e-commerce shop and a network of German retail depots. The company is the world's largest purchaser of Darjeeling tea and operates on a low-marketing, campaign-driven model emphasizing fair producer pay, organic certification, and reforestation (SERVE project).

Product overview

Projektwerkstatt Teekampagne is a direct-to-consumer online tea retailer specializing in Darjeeling and Assam teas from India. The company operates on a campaign model — purchasing large quantities directly from tea gardens without middlemen — to offer premium tea at competitive prices. The core product portfolio centers on Darjeeling teas (First Flush and Second Flush as blended packages and single-garden teas), Assam teas (Second Flush), and green tea varieties (Green Darjeeling and Green Assam). Specialty products include Darjeeling Earl Grey (organic). Tea is available in multiple package sizes (250g, 500g, 1000g) and formats (loose leaf, pyramid tea bags). The company maintains direct relationships with tea gardens including Goomtee, Oaks, Risheehat, Makaibari, Seeyok, Singell, Tonganagaon, Tindharia, and Chardwar. A subscription-like 'Jahresbestellung' (annual order) infoservice notifies customers when to place their yearly tea orders. The company also publishes an annual Journal and supports sustainability projects (SERVE) in Darjeeling and Assam.

Differentiator

Problem solved

Functional benefit

Products and services

• Darjeeling First Flush Spring-harvest black tea blended from up to eight Darjeeling gardens for consistent taste and leaf quality; sold in bulk packages as the company's flagship 'Champagne of teas' for individual tea drinkers.
• Darjeeling Second Flush Summer-harvest black tea blend from Darjeeling gardens with a fuller, more robust flavor profile than First Flush; shipped in October/November for retail consumers.
• Darjeeling Single-Garden Tea (Gartentee) Single-origin Darjeeling teas from specific named gardens (e.g., Oaks, Risheehat, Makaibari, Seeyok, Goomtee, Singell); available in 500g packages for connoisseurs seeking distinctive garden-typical aromas.
• Assam Second Flush Premium black tea from the Assam region's higher-quality Second Flush harvest; shipped October/November. Test winner (grade 1.7) at Stiftung Warentest 2019.
• Gartentee Assam Second Flush (Single Garden) Single-origin Assam tea from one specific garden such as Tonganagaon or Chardwar; sold in 500g packages and shipped October/November.
• Grüner Darjeeling (Green Darjeeling) Unfermented green tea from the same tea bushes as black Darjeeling; steam-processed to halt fermentation and shipped December/January.
• Grüner Assam (Green Assam) Green tea harvested in Assam after the Second Flush; available to consumers through November.
• Selected Darjeeling Year-round Darjeeling blend offering consistent quality and availability; recommended for areas with hard water due to its stronger profile.
• Darjeeling Earl Grey Organic Darjeeling tea flavored with naturally pure bio-bergamot oil; shipped from mid-February once bergamot oil arrives.
• Darjeeling Earl Grey Pyramid Tea Bags Pyramid-shaped tea bags filled with Darjeeling Earl Grey tea; made from bio-plastic (PLA polylactic acid) mesh that is tear-resistant, flavor-neutral, and dust-free.
• Geschenkset (Tea Gift Sets) Pre-packaged tea gift sets combining the company's teas for gift-giving; shipped starting December.

Quantifiable outcome

• 17.20 EUR of 32 EUR retail price (54%) goes to producers for Darjeeling
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Partnerships

Six partnerships are on record, tiered core and minor.

• FairtradecoreStrategic or Co-development Partner · 1 January 2022Cooperation to strengthen conditions in tea gardens through Teekampagne's knowledge of Darjeeling and Assam. Many bio gardens are Fairtrade certified; cooperation aims to make fair trade tea segment more visible.
• WWF-IndiacoreStrategic or Co-development Partner · 1 January 1992Partnership for SERVE (Save the Environment and Regenerate Vital Employment) reforestation project in Darjeeling. Started 1992, organization transferred to WWF-India in 1996. SERVE has planted 3.2 million trees across 240 hectares, established 22 tree nurseries, and works with 13 schools on environmental education.
• Tea Board of IndiacoreStrategic or Co-development Partner · 1 January 1985First German company to obtain licensing agreement for official Darjeeling and Assam authenticity seals. Only licensed importers can legally import and sell tea with these protected designation labels.
• NaturlandcoreOthersBio-certified teas carry Naturland seal in addition to EU Organic. Naturland certification follows stricter ecological standards than EU requirements and includes social guidelines for worker conditions.
• Seva Kendra (Diocese of Dibrugarh)minorStrategic or Co-development PartnerLocal partner organization managing school bus for Tonganagaon tea garden workers' children. Part of broader social responsibility initiatives in Assam tea region.
• Teegärten (Tea Gardens)coreOthersDirect supplier relationships with tea gardens: Oaks, Risheehat, Makaibari, Seeyok, Goomtee, Singell (Darjeeling); Tonganagaon, Chardwar (Assam); Tindharia (green tea). Long-term partnerships spanning decades, some in third generation.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Whittard of Chelsea: Whittard of Chelsea is a UK heritage tea brand with both DTC and physical retail presence, offering loose-leaf and bagged teas across origins. It shares Teekampagne's long history, brand heritage, and focus on premium tea consumers.
• T2 Tea: T2 Tea is an Australian-origin specialty tea retailer with a strong DTC and physical storefront model, offering loose-leaf and bagged teas across multiple origins. It competes with Teekampagne in the premium tea consumer segment and in branded retail experience.
• Bird & Blend Tea Co. Bird & Blend (formerly Birdhouse) is a UK-based DTC tea brand with strong e-commerce, subscription mechanics, and brick-and-mortar stores. It targets similar premium tea enthusiasts and competes for mindshare in the European specialty tea market.
• Pukka Herbs: Pukka Herbs is a UK-based organic tea and herbal infusion brand with a comparable ethical, sustainably-sourced positioning and direct-to-consumer DTC distribution. Like Teekampagne, it emphasizes organic certification, fair trade sourcing, and brand storytelling around growers.
• Adagio Teas: Adagio Teas is a US-based online specialty tea retailer selling loose-leaf teas from multiple origins with a strong DTC and subscription model. It targets similar premium tea enthusiasts and competes in the same single-origin/specialty tea space.
• Harney & Sons: Harney & Sons is a US-based family-owned premium tea company selling loose-leaf and bagged teas through DTC, wholesale, and hospitality channels. Comparable to Teekampagne as a vertically-engaged specialty tea brand with strong provenance and direct-sourcing narratives.
• Kusmi Tea: Kusmi Tea is a French premium tea brand selling loose-leaf, bagged, and flavored teas via DTC, retail, and foodservice. It shares Teekampagne's direct-import heritage and premium positioning in the European market.
• Ahmad Tea: Ahmad Tea is a UK-based tea brand with similar direct-sourcing ties to producing regions and a comparable loose-leaf/blended black tea portfolio. Relevant as a global premium tea competitor with similar supply chain depth.

Broad incumbents

• Twinings (Associated British Foods): Twinings is a global mass-market tea brand owned by Associated British Foods. It competes broadly with Teekampagne in black tea but on a vastly larger scale and through grocery retail rather than DTC direct-import.
• Yorkshire Tea (Betfred): Yorkshire Tea is a UK heritage tea brand owned by Bettys & Taylors (Betfred Group). It provides a relevant comparison as a long-established, brand-led black tea with strong loyalty and broad retail distribution, even though its sourcing model is more conventional than Teekampagne's.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/teekampagne

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Projektwerkstatt Teekampagne