Madura
Madura Tea Estates is a family-owned Australian tea producer operating a 250,000-bush estate in Northern NSW since 1978, selling black, green, herbal, and chai teas via Shopify D2C, wholesale to cafes/hotels, and international shipping to NZ and Canada.
- Company typePrivate
- Founded1978
- HeadquartersClothiers Creek, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Madura does
Madura Tea Estates is a privately held, family-owned Australian tea company founded in 1978 by third-generation tea planters Michael and Norma Grant-Cook. The company operates a tea estate at 753 Clothiers Creek Road in Northern New South Wales (approximately 20 minutes south of the Queensland border), cultivating 250,000 tea bushes on land recognized for its sub-tropical, rainforest conditions. The estate houses CTC processing machinery and packing facilities described as among the most advanced in the Southern Hemisphere by 2000, and the site runs on a 99kW solar system with rainwater harvesting and pesticide-free cultivation. The business produces a portfolio spanning black tea (Premium Blend, English Breakfast, Earl Grey, Pure Assam, Organic, Limited Edition Estate Grown), green tea (single-origin, Jasmine, Papaya, Australian Lemon Myrtle, Mint, Dragon Pearls, Sencha, Organic), white tea, herbal infusions (Camomile, Peppermint, Lemon Myrtle, Lemon & Ginger), and Seven Spice Chai. A notable proprietary feature is plastic-free tea bag construction using cellulose fibres, Manila hemp, and a PLA cornstarch seal. Organic SKUs carry ACO certification (Cert. No. 11825) and the brand displays an Australian Owned badge.
Madura sells through three channels: a Shopify-powered direct-to-consumer storefront with Australia Post and StarTrack shipping (free over $60 AUD); a tiered wholesale program (20%/25%/30% discounts at $140/$200/$300 thresholds) targeting cafes, hotels, B&Bs, restaurants, and health industry buyers; and local estate pickup. The Brew Club loyalty program (powered by Smile.io) rewards purchases, referrals, birthdays, and social shares with discount coupons. International shipping is enabled to New Zealand and Canada, while USA orders are paused indefinitely due to import tariffs. Pricing spans $4.05 AUD for 20 enveloped tea bags to $27.40 AUD for premium 40-infuser pouches, with wholesale tiered discounts layered on top.
The company employs more than 50 staff from the surrounding Northern NSW region and has accumulated 4,313 verified customer reviews averaging 4.95/5 on Judge.me. Leadership remains in founder hands (Michael and Norma Grant-Cook as co-founders), and the business carries no subsidiaries, no parent company, no public listing, and no disclosed external funding.
Madura firmographics
Firmographics- Name
- Madura
- Legal name
- Madura Tea Estates
- Website
- https://maduratea.com.au
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Madura Tea Estates is a family-owned Australian tea producer operating a 250,000-bush estate in Northern NSW since 1978, selling black, green, herbal, and chai teas via Shopify D2C, wholesale to cafes/hotels, and international shipping to NZ and Canada.
- Ownership category
- akta.pro rank
Madura industry classification
Industry- Product category
- Specialty Tea
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Food And Kindred Products (2000)
- akta.pro primary industry
- Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)
- akta.pro secondary industries
- Tea Blending & Flavoring (AFAFADAG), Tea, Coffee & Cocoa Farming (Beverage Specialty Crops) (AFAGAGAG), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where Madura is headquartered
LocationHeadquarters
- HQ city
- Clothiers Creek
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Madura business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- E-commerce Retail: Direct-to-consumer online sales through Shopify-powered storefront. Products shipped Australia-wide via Australia Post and StarTrack Express. Local pickup available from estate.
- Wholesale/B2B: Volume-based wholesale accounts for commercial customers (cafes, hotels, B&Bs, restaurants). Minimum order $125-$140 with tiered discounts up to 30% for larger orders. Ships cartons only for discount eligibility.
- In-Store Pickup: Local pickup from Clothiers Creek estate, approximately 20 minutes south of Queensland border. Orders ready within 1 business day.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail tea products |
| Transaction based/ take rate | Multi-year contract | Wholesale commercial accounts |
| Other | Pay-as-you-go | Free shipping threshold |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Madura product offering
Product offeringCore offering
Madura Tea Estates cultivates, blends, packs, and sells premium Australian-grown and globally sourced black, green, white, herbal, chai, and organic teas under its own brand. Products are sold in loose leaf, tea bag, and pyramid infuser formats through an owned Shopify e-commerce store, an on-site estate shop, and a wholesale program for cafes, hotels, restaurants, B&Bs, and health businesses. The portfolio is supported by a 250,000-bush Northern NSW estate, advanced packing facilities, and proprietary plastic-free biodegradable tea bag technology.
Product overview
Madura Tea is an Australian-owned tea company operating since 1978, offering a diversified portfolio of tea products across multiple categories. The core product range includes Black Tea (Premium Blend, English Breakfast, Earl Grey, Pure Assam, Organic Black, and Limited Edition Estate Grown), Green Tea (including Green Tea & Jasmine, Green Tea & Papaya, Green Tea & Australian Lemon Myrtle, Green Tea & Mint, Dragon Pearls, Sencha, Organic Green, and White Tea), Herbal Teas (Camomile, Peppermint, Australian Lemon Myrtle, Lemon & Ginger), and Chai Tea (Seven Spice Chai). Products are available in multiple formats: loose leaf tea, tea bags, silk pyramid infusers, and enveloped tea bags. The company also offers a loyalty rewards program (Brew Club), wholesale programs for commercial customers, and complementary products including Market Bags, Wooden Tea Boxes, and Teaware accessories. Madura operates its own tea estate in Northern NSW with 250,000 tea bushes and sources teas from global partners, combining Australian-grown tea with imported premium teas.
Differentiator
Problem solved
Functional benefit
Products and services
- Black Tea Range A range of full-bodied black teas (Premium Blend, English Breakfast, Earl Grey, Pure Assam, Organic Black, and Limited Edition 100% Madura Estate Grown) sold in loose leaf, tea bag, and pyramid infuser formats. Targeted at individual tea drinkers and gifting customers seeking premium Australian and internationally sourced black teas, including a certified organic option and a single-estate limited release.
- Green Tea Range A selection of delicate green and white teas, including Green Tea, Green Tea & Jasmine, Green Tea & Papaya, Green Tea & Australian Lemon Myrtle, Green Tea & Mint, Dragon Pearls, Sencha Green Tea, Organic Green Tea, and White Tea. Sold in loose leaf, tea bag, and pyramid infuser formats for individual consumers interested in antioxidant-rich, light-flavoured teas, including a certified organic option.
- Herbal Tea Range Caffeine-free herbal infusions made from Camomile, Peppermint, Australian-grown Lemon Myrtle, and a Lemon & Ginger blend combining lemongrass, ginger, and Australian lemon myrtle. Sold in tea bag and pyramid infuser formats for consumers seeking relaxation, digestive support, or bedtime teas.
- Seven Spice Chai Tea A fragrant black tea blended with traditional warming spices, free from artificial flavours and syrups. Available as loose leaf or pyramid tea bags for individual consumers interested in authentic chai preparation.
- Organic Tea Range Australian Certified Organic (ACO Cert. No. 11825) tea line including Organic Black Tea and Organic Green Tea for individual consumers seeking certified organic, pesticide-free tea options.
- Tea Gift and Accessory Range Tea gifting and accessories including Market Bags (canvas totes), Wooden Tea Boxes (including 'Let it Brew T Box' and 'Build your own box'), and Teaware (enamel mugs, china cups, teapots, cast iron sets, Fressko glass water bottles, and tea ball infusers). Targeted at individual consumers and gift buyers seeking complementary tea lifestyle products.
- Wholesale Tea Supply Program B2B wholesale tea supply program with tiered volume discounts (20% at AUD $140+, 25% at $200+, 30% at $300+), Commercial Online Accounts for carton orders, and Commercial Trade Accounts with 14 or 30-day trading terms (minimum AUD $125 order). Includes point-of-sale materials, displays, and marketing support for hospitality and health businesses.
- Brew Club Loyalty Program A loyalty rewards program powered by Smile.io that lets direct-to-consumer customers earn points for purchases, signups, referrals, birthdays, and social sharing, redeemable as discount coupons on future orders.
Quantifiable outcome
- 80 serves per 200g packet
- +4 more outcomes
Companies that use Madura
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
Madura technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature4 records
Madura partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Health Industry PartnerscoreWholesale partnerships with health industry businesses for serving specialty teas. Long-standing relationships since 1978 with businesses sharing vision for quality tea offerings.
- B&B/Hotel PartnerscoreWholesale accounts for bed & breakfasts and hotels throughout Australia, providing premium tea for guest experiences and hospitality services.
- Cafe/Restaurant PartnerscoreLong-term wholesale partnerships with cafes and restaurants seeking quality tea for menu offerings. Provides point-of-sale materials, displays, and marketing support.
Scale indicators7 records
Recent moves5 records
Expansion highlights5 records
Madura competitors and assessment
Company assessmentBroad incumbents
- Celestial Seasonings (Hain Celestial): Large US herbal and specialty tea brand. Comparable on herbal/specialty blends and broad retail distribution, but at a much larger scale.
- Twinings (AB Foods): Mass-market global tea incumbent with broad black/green/herbal range and dominant retail distribution. Overlaps with Madura across nearly every category but at much larger scale and lower price points.
- Lipton (Unilever): Largest global tea brand with deep grocery and foodservice penetration. Represents the volume-price competitor that defines the lower bound of the tea category Madura competes in.
Direct peers
- Dilmah: Single-origin estate-grown premium tea from Sri Lanka with similar vertical-integration and 'estate-to-cup' positioning. Competes with Madura's estate-grown and blended premium black/green ranges in the same retail and foodservice channels.
- Teapigs: Premium UK tea brand with distinctive whole-leaf 'tea temples' (pyramid infusers) and strong DTC + hospitality distribution. Highly comparable packaging format (pyramid bags), premium positioning, and gifting strategy.
- Republic of Tea: US premium specialty tea brand sold via DTC, wholesale, and tea club subscription. Comparable curation-led range, premium positioning, and direct-to-consumer e-commerce model.
- T2 Tea: Australian specialty tea brand selling loose-leaf, tea bags, and accessories via DTC e-commerce and own retail stores. Direct competitor for premium Australian tea shelf space and wholesale hospitality accounts.
- Numi Organic Tea: Premium organic tea and herbal tisane brand with both DTC and broad retail/foodservice distribution. Direct comparable on organic certification, herbal blends, and sustainability messaging.
- Harney & Sons: US family-owned premium tea company blending and packing estate and imported teas via DTC e-commerce and wholesale. Closely comparable family-run, premium-blend, multi-channel specialty tea business.
- The Tea Centre: Australian specialty tea retailer/wholesaler offering loose-leaf and bagged teas to consumers and hospitality. Direct competitor for Madura's wholesale cafe/restaurant/hotel accounts in Australia.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Madura social profiles
Digital presenceMadura compliance and trust
Trust signalCompliance2 records
Madura financial estimates
Financial estimateRevenue estimate
Valuation estimate
Madura leadership team
Management profileNumber of profiles
Profiles2 records
Madura funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Madura M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Madura
What does Madura do?
Madura Tea Estates cultivates, blends, packs, and sells premium Australian-grown and globally sourced black, green, white, herbal, chai, and organic teas under its own brand. Products are sold in loose leaf, tea bag, and pyramid infuser formats through an owned Shopify e-commerce store, an on-site estate shop, and a wholesale program for cafes, hotels, restaurants, B&Bs, and health businesses. The portfolio is supported by a 250,000-bush Northern NSW estate, advanced packing facilities, and proprietary plastic-free biodegradable tea bag technology.
Is Madura a public or private company?
Madura is a private company. It is classified as family owned and is currently operating.
When was Madura founded?
Madura was founded in 1978. It employs 11 to 50 people.
Where is Madura based?
Madura is headquartered in Clothiers Creek, Australia, in the Oceania region.
How does Madura make money?
Three revenue lines are on record. E-commerce Retail is the primary driver. The others are wholesale/B2B and in-Store Pickup.
Who are Madura's main competitors?
Broad incumbents on record are Celestial Seasonings (Hain Celestial), Twinings (AB Foods) and Lipton (Unilever). Direct peers are Dilmah, Teapigs, Republic of Tea, T2 Tea, Numi Organic Tea, Harney & Sons and The Tea Centre.
Does Madura have an API?
No public API is recorded for Madura.
What industry is Madura in?
Madura's product category is Specialty Tea. Its primary akta.pro industry code is CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates), with a secondary code of AFAFADAG, Tea Blending & Flavoring. Its NAICS code is 311920 and its SIC code is 2000.