Three Generations. One Legacy. Millions of Cups of Happiness.
From carefully sourcing the finest Assam tea leaves to blending and packing them with precision, every cup of Assam Chai Bhandar reflects the trust we have built since 1985.
A Legacy That Began Long Before ACB.
Every great brand has a beginning, and ours started more than 40 years ago in the city of Karnal, Haryana.
Long before Assam Chai Bhandar came into existence, our family built its reputation through Goyal Tea Traders, a name that has been trusted by tea retailers, businesses and tea lovers for decades. Founded by our grandfather, the business was built on a simple belief—serve quality tea with honesty, consistency and lasting relationships.
As the business grew, we introduced our first tea brand, Gulmarg Tea, which became a familiar name across the region. Over the years, it earned the trust of countless families and retailers through its dependable quality and authentic taste.
By 2016, the tea market had evolved. Customers were looking for premium blends, richer flavours and better packaging while still expecting the trust they had always associated with our family.
That vision gave birth to Assam Chai Bhandar (ACB).
Launched as our premium tea brand, ACB was created to offer carefully selected Assam tea, expertly blended for bold flavour, rich aroma and consistent quality. While the name was new, the values behind it had already been perfected through decades of experience.
Today, Assam Chai Bhandar proudly represents the third generation of our family’s journey in tea.
From sourcing premium tea leaves from Assam to blending and hygienically packing every batch at our facility in Karnal, we continue to combine traditional expertise with modern processes to deliver a cup that customers can trust.
Today, through Goyal Tea Traders, we proudly supply our teas across Haryana, with a growing presence in Punjab and Himachal Pradesh, serving wholesalers, retailers, cafés and thousands of tea lovers every day.
As we continue to grow, one thing remains unchanged—
1980s
The Beginning
Our grandfather established Goyal Tea Traders in Karnal, laying the foundation of a family business built on quality, integrity and long-term relationships.
The Gulmarg Era
With growing customer trust, Gulmarg Tea became our family's flagship tea brand, serving retailers and households with consistent quality and dependable taste.
2016
The Birth of Assam Chai Bhandar
Recognizing the demand for premium Assam tea, we launched Assam Chai Bhandar (ACB)—a brand dedicated to authentic Assam blends, superior quality and modern packaging.
Today
The Third Generation
Driven by innovation while staying true to our roots, the third generation continues to expand ACB's reach across Haryana, Punjab and Himachal Pradesh, bringing premium Assam tea to more homes and businesses every day.
“Our name may have evolved from Gulmarg Tea to Assam Chai Bhandar, but
our promise has remained the same for over 40 years—to serve every
customer with quality, honesty and the perfect cup of tea.”
Anil Kumar Goel
Founder, Goyal Tea Traders | Pioneer of Gulmarg Tea
“Trust is earned one cup at a time, and every cup tells our family’s story.”
“A business is not built by selling products—it is built by earning people’s trust.”
When I started Goyal Tea Traders in 1985, I had a simple dream: to bring quality tea to every household while building relationships that would last a lifetime. Success was never measured by the number of customers we served, but by the number of customers who chose to return.
With this belief, we introduced Gulmarg Tea, a brand that quickly became known for its consistent taste, reliable quality and honest value. Every packet that left our shop carried not only tea, but also our family’s promise of integrity and dedication.
Over the years, I have learned that businesses may grow, markets may change and generations may evolve, but values should never be compromised. Honesty, hard work and customer satisfaction have always been the pillars of our journey.
Today, it fills me with immense pride to see the next generations carrying this legacy forward. What began as a small family business in Karnal has grown into a journey that continues to touch thousands of homes through Goyal Tea Traders, Gulmarg Tea, and now Assam Chai Bhandar.
My message to every customer is simple:
Thank you for trusting our family for over four decades. Every cup you enjoy is a reflection of the faith you have placed in us, and we remain committed to serving you with the same sincerity that inspired us on the very first day.
— Anil Kumar Goel
Founder, Goyal Tea Traders
Nitin Goel
Founder, 2nd Entrepreneur Assam Chai Bhandar
“Building a legacy through quality, trust and tradition.”
“A great cup of tea is not just about taste—it’s about trust, consistency and the relationships it creates.”
Our family’s journey in tea began over four decades ago through Goyal Tea Traders, founded by my father with a simple commitment to quality and honesty. Growing up in this business, I witnessed firsthand how a customer’s trust is earned—not through promises, but through consistency.
In 2016, I envisioned a brand that would carry our family’s legacy into a new era. That vision became Assam Chai Bhandar—a premium tea brand created for customers who value authentic Assam tea, rich flavour and uncompromising quality.
Every blend we create is a reflection of years of experience, careful sourcing and our dedication to delivering a cup that people can enjoy every single day. While the market continues to evolve, our values remain unchanged: honesty, quality and customer satisfaction.
As we move forward, my hope is simple—to ensure that every pack carrying the ACB name continues to uphold the trust our family has built over the past 40 years.
Thank you for being a part of our journey.
— Nitin Goel
Founder, Assam Chai Bhandar
Raghav Goel
Founder & Second Entrepreneur
“Honouring our heritage while shaping the future of Assam Chai Bhandar.”
“Every generation has the responsibility to preserve its legacy—and the courage to take it further.”
Growing up around tea wasn’t just part of my childhood—it was part of who I am. From watching tea being blended in our factory to understanding what makes the perfect cup, I learned that our business has always been about people before products.
As the third generation, my vision is to build upon the strong foundation laid by my grandfather and strengthened by my father. While we continue to honour our family’s traditions, we are also embracing innovation, modern branding, digital technology and new markets to take Assam Chai Bhandar to the next level.
My goal is to make ACB a brand that is recognised not only across North India but throughout the country as a symbol of premium Assam tea, trust and consistency.
Every decision we make today is guided by the same values that started our family’s journey decades ago—quality without compromise, honest relationships and a genuine passion for serving great tea.
The journey has only just begun, and I am excited for what lies ahead.
Thank you for placing your trust in our family and our tea.
— Raghav Goel
Founder & Second Entrepreneur
40+
Years Experience
100%
Fresh Tea Leaves
100000+
Happy Customers
24/7
Brand Trust
Taste the real aroma of Assam.
Connect with Assam Chai Bhandar for premium tea packs, retail supply, cafe requirements and wholesale enquiries.
