Not Your Average Cup Of Tea

Kochi based startup myte is redefining our tea drinking habits.

- Rochelle D'Souza

Tea is one of the most popular beverages in Kerala so it made complete sense to Jainendran. G, Shanavas and Calvin​ Rodrigues to choose tea as their muse of choice when they decided to create a range of cool beverages for the regional palate. The trio head the Kerala-based beverage start-up, Eten Craft which has recently introduced into the market an array of products for the nascent iced tea segment in the country.

The three management graduates with experience in the food industry, are hoping to make a mark in growing iced tea sector in the country by adopting innovative methods. Jainendran. G, a native of Kollam, Shanavas and Calvin Rodrigues, natives of Ernakulam are the crafters of Myte. Jainendran, a Mechanical Engineer and IIM-K alumnus, has 25 years of experience working in the field of food and agriculture across the world. Shanavas, an engineer and MBA graduate in International Business, has 23 years of experience in the field of Food Innovations and R&D across multiple geographies and cultures. He had undertaken numerous product developments and conducted various studies in this field. Calvin Rodrigues, another IIM-K alumnus, had worked in the Marketing, Sales and Distribution field for various consumer brands for 13 years. The trio decided to put together their experience and ideas to create Eten Craft.