Anjali's Cup Unveils a Scandi-Indian Redesign, Navigating Tariff Fallout Without Raising Prices

When 2025 tariffs drove up the cost of its China-made tins, Anjali's Cup®, the maker of authentic, functional chai and turmeric blends, didn't raise prices. Instead, founder Anjali Bhargava rethought the brand's packaging and product line without compromising the integrity of her ingredients or finished products. The resulting new packaging, with a fresh look, intentional product names, and $16 pricing on all three retail products, is in stock now.  

This launch comes after 18 months that tested the brand’s resilience. Bhargava has been a prominent voice on what tariffs cost small, import-dependent businesses. Her single-origin, organic turmeric, ginger, Assam tea and other ingredients can, practically speaking, only come from abroad. Behind the scenes, she was reassessing every SKU.

"When tariffs hit our entire supply chain, I had a choice: raise prices or rethink everything," Bhargava said. "I chose to rethink everything, from formats and materials to the number of servings, so our customers wouldn't bear the cost. After years of relying on resilience, I'm excited to embrace this new chapter of momentum."

A Scandi-Indian look: Clean Scandinavian design, meets the richness of Indian culture with a trio of colorful vessels on every pack. The brand refresh and new packaging were designed in collaboration with Mertz Design Studio and first previewed at the Summer Fancy Food Show in NYC. Resilience® Turmeric Elixir and Warming Spice Blend move from tins into new pouches designed to stand stably on retail shelves and kitchen counters alike. Momentum Masala Chai Concentrate gets a new label and a new name on its plastic-free glass bottles. What's inside stays the same: organically grown, single-origin spices and tea, blended to honor tradition while fitting modern life and busy schedules.

"In creating this new look, I really wanted people to feel what the brand is offering: something they instinctively want to reach out and hold and welcome into their lives," Bhargava said. "My vision is to see more and more people feel their wellbeing improve as these blends, that each include our house blend of turmeric and other Ayurvedic spices, become part of their daily wellness rituals. I hope this process will clear the path for us to reach all the people whose lives can benefit from the wisdom of my ancestors so they can nourish their roots for a stronger, brighter future.”

Clearer names: Masala Chai Ultra Concentrate is now Momentum Masala Chai Concentrate. Like Resilience, the name captures the promise a daily ritual offers. Anjali's Chai Masala with Extra Ginger is now Warming Spice Blend, with "chai masala" kept as its subtitle.

"Chai masalas actually predate chai in India. People stirred these Ayurvedic warming spices into milk before they drank black tea," said Bhargava. "Many Americans don't know the difference between chai, chai masala, masala chai, and 'chai tea,' which just means tea tea. Calling it Warming Spice Blend isn't selling out. It’s Ayurvedically accurate and more accessible. It opens the door, so more people can be inspired to use it not just in tea, but in myriad other applications and expand their own culinary and cultural perspectives.”

Momentum is a 1:7 ultra-concentrate, so just one ounce makes a drink, compared with four ounces of a typical concentrate. That means less shipping volume and less packaging, making it easier on the planet. The glass bottle, rather than plastic, is meaningful too. Health-conscious consumers are increasingly looking for plastic-free options. 

It’s a favorite at Joe Coffee Company and Café Grumpy, where baristas have been using its espresso strength for lattes for over two years. Joe Coffee is also launching an app-exclusive effervescent masala chai drink made with Momentum later this month, opening the door for chai beyond the latte.

The new retail lineup:

• Resilience® Turmeric Elixir ($16, 12-serving pouch): an instant turmeric drink with ginger and lemon, lightly sweetened with maple. No whisking or brewing. 10 calories and 2 g sugar per serving; every ingredient certified organic.

• Momentum Masala Chai Concentrate ($16, 8 oz bottle): tea-forward and authentically spiced, at 4x strength (1:7 for baristas). 30 calories, 8 g sugar, and 47 mg caffeine per serving.

• Warming Spice Blend ($16, 2 oz pouch): ginger, cardamom, turmeric, cinnamon verum, cloves, fennel, and black peppercorns. Unsweetened and caffeine-free.

• Gift Box ($49): all three in one box, ready for Diwali and holiday gifting. 

Availability: The new line is available now at anjaliscup.com and wholesale via Faire. Anjali's Cup is also sold at Whole Foods Market in the Northeast and at specialty grocers and coffee shops nationwide.  

Great for: Diwali gifts | Gifts under $50 | Hostess gifts | Thoughtful gifts for tea and spice lovers | Wellness gifts | Plastic-free gifts | Woman-owned brands | WOC-owned brands | AAPI or Indian-owned brands

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About Anjali's Cup Anjali's Cup® makes functional chai and turmeric blends with organically grown, single-origin spices and tea. The products honor ancestral wisdom while pleasing modern palates and fitting easily into busy lives. Founded in 2014 by Anjali Bhargava, the New York-based brand is rooted in Ayurveda and third-culture innovation. Visit anjaliscup.com to learn more. 

Honoring the past. Savoring the present. Nourishing the future.

Media contact: Anjali Bhargava, Founder & CEO

347-921-6397

High-res images, video, and press coverage available here.

Samples and custom recipes available on request.