Aburaj is the tea brand of Hari Om and Aburaj Foods Pvt Ltd, based in Sheoganj in Sirohi district, Rajasthan, at the foot of the Aravallis near Mount Abu. It packs Assam and Darjeeling leaf into ten pouches with five flagship blends, and sells across Rajasthan as well as on Flipkart and Amazon.

What did Startup Savera build for Aburaj?

A 65 page bilingual website in Astro, deployed on Cloudflare Pages, with bespoke GSAP and Lenis scroll motion, content collections for the journal and recipes, and self hosted Fraunces, Inter and Tiro Devanagari fonts. Alongside it we run the annual social poster programme and produced the client and hosted delivery packs.

Why build a website when the brand already sells on Flipkart and Amazon?

A marketplace listing is rented ground. It sells the product but it builds nothing that belongs to the brand, it cannot carry provenance or the full range, and it puts you one click from a competitor. For a brand whose argument is where the leaf comes from, the owned site is the only place that argument can be made properly.

How do you handle a brand that sells in Hindi and lists in English?

You build both first class rather than translating one into the other after the fact. For Aburaj that meant proper Devanagari typesetting with a real Devanagari typeface, Tiro Devanagari, rather than transliteration, and Hindi pages that read as though they were written in Hindi. Aburaj is written आबुराज, and getting that right on every surface matters more to this brand's customers than any amount of English polish.

Aburaj: what we built · StartupSavera

Aburaj packs Assam and Darjeeling tea in Sheoganj, in Sirohi district at the foot of the Aravallis, and sells across Rajasthan and on Flipkart and Amazon. Startup Savera built aburajfoods.com, a 65 page bilingual site and the largest commercial build we have shipped, and runs the brand’s annual social programme alongside it.

The client

Aburaj is the tea brand of Hari Om and Aburaj Foods Pvt Ltd. It is a tea house, not a plantation: the leaf comes from Assam and Darjeeling, and the blending and packing happen in Sheoganj, in the shadow of Mount Abu. The collection runs to ten pouches with five flagship blends.

The brand name is written आबुराज in Hindi, and the market it grew up in reads Hindi first. That single fact shaped most of what the website had to be.

Industry and audience

Two audiences that behave nothing alike.

A household in Rajasthan buying a familiar daily tea, who reads the brand in Hindi and buys it from a shop they already visit. Trust here is inherited and local, and the brand is a known quantity.

And a marketplace buyer on Flipkart or Amazon who has never heard of Aburaj and is deciding between it and a national player in about eight seconds. Packaged tea is a category where trust arrives through the pack and the provenance, not through claims, and where the second audience will search the brand name before buying.

The problem

A brand that sells in Hindi and lists in English needs both to be genuinely first class, not one machine translated into the other. Most bilingual Indian sites are an English site with a language toggle bolted on, and it shows immediately to anyone who actually reads the second language.

Underneath that, the marketplace problem. Flipkart and Amazon sell the product, but they are rented ground. They build nothing that belongs to the brand, they cannot carry provenance or the full collection, and a shopper who searches the brand name after seeing a pack needs to land somewhere that belongs to Aburaj rather than on a competitor’s sponsored listing.

How we helped

A bilingual site, built bilingual. Not a toggle. The Hindi is set in Tiro Devanagari, a real Devanagari typeface, self hosted alongside Fraunces and Inter so the two scripts sit together properly rather than one being a fallback for the other. Devanagari is unforgiving: get the matra placement wrong and it is not a typo, it is a different word.

The collection published properly. Ten pouches and five flagship blends, each with its own page, plus journal and recipe sections built on content collections so the brand can keep publishing without a developer.

Provenance given real space. The tea house at the foot of Mount Abu, where the leaf actually grows, the ritual of the first cup. In tea, that is the argument, and it is the one thing a marketplace listing structurally cannot make.

Trademark status handled correctly. Marks at different stages of registration cannot be displayed the same way, and getting that wrong on a live consumer site is a legal problem rather than a design one.

Motion that suits the brand. Bespoke GSAP and Lenis scroll work, tuned to feel unhurried, because the brand is about a slow morning ritual and a site that snaps around undercuts that.

The annual social programme. A rolling poster set typeset in Devanagari rather than transliterated, built to the brand’s own constraints, including that it does not show faces. Delivered as both a client pack and a hosted pack, because a 20MB file does not open on a phone and the client reviews on a phone.

Evidence

The site is live at aburajfoods.com and publishes 65 pages in its sitemap, verified 26 July 2026, making it the largest of our commercial builds. The bilingual pages, the ten pouch pages, the journal and the provenance sections are all live and checkable. It is an Astro build deployed on Cloudflare Pages from GitHub, and the screenshot above is the current homepage.

Built and maintained by Startup Savera from Bodakdev, Ahmedabad.

How we worked together

Long and ongoing. Aburaj is a retainer rather than a one time build, so the site, the seasonal social work and the compliance items move together rather than being separate purchases.

The client corrects us on the tea and on the Hindi, and that correction loop is the reason the Devanagari on the site is set properly rather than approximately. It is also why the brand’s spelling is consistent here: आबुराज, not the variant that crept into earlier material. Small, and exactly the kind of thing a brand’s own customers notice first.

Aburaj