Mumbai: ILEM Japan has appointed Sara Tendulkar as the Brand Ambassador for its Japanese Tea category in India, strengthening the brand’s positioning around mindful living, conscious wellness, and authentic Japanese tea rituals.
Through the association, ILEM Japan aims to further expand its vision of bringing Japanese wellness experiences and centuries-old tea traditions to modern consumers across India and global markets.
The partnership aligns with the brand’s philosophy of “Improve Longevity, Enhance Mindfulness,” with Sara Tendulkar representing a new generation of consumers who prioritise intentional living, wellness-focused lifestyles, and everyday self-care rituals.
Inspired by traditional Japanese tea ceremonies, ILEM Japan’s tea collection is designed to encourage moments of mindfulness and balance in everyday life. The range focuses on creating calming wellness rituals that support overall well-being and longevity.
Commenting on the collaboration, Ishvani Patel said, “Sara genuinely lives the values we built this brand around. She represents a generation that is becoming far more conscious about wellness, balance, and creating intentional rituals in everyday life, which is exactly what our Japanese Tea category stands for. There is a sense of trust and authenticity people associate with her, and that makes this collaboration very meaningful for us. As we continue to expand the Japanese Tea category in India, we believe Sara will help us connect with a wider audience and introduce more consumers to authentic Japanese tea rituals in a relatable and modern way.”
Sharing her thoughts on the partnership, Sara Tendulkar said, “I’ve always believed that wellness is about creating small, mindful rituals that make you feel balanced from within. What I love about ILEM Japan is how authentically they bring Japanese tea traditions to modern consumers.”
ILEM Japan’s tea range is fully manufactured in Japan using first-harvest leaves sourced from Kagoshima Prefecture, one of Japan’s renowned tea-growing regions. The collection includes Ceremonial Matcha, Sencha, Hojicha, Hojicha Powder, Genmaicha, and Matcha variants.
The brand’s bestselling Ceremonial Matcha is shade-grown under 95% sunlight blockage for 20 days before being precision-ground into a smooth powder. According to the company, the teas are free from additives and preservatives while retaining their nutritional value and authentic flavour profile.
In line with its sustainability focus, the tea range is packaged in biodegradable Soilon tea bags made from plant-based materials.
Founded in Tokyo in 2022 by Ishvani Patel, ILEM Japan develops Japanese wellness products in collaboration with local manufacturers, combining heritage ingredients with modern wellness formulations. The company’s portfolio is positioned around plant-based, cruelty-free, and Japan-made products.
The campaign featuring Sara Tendulkar will be rolled out across digital platforms, retail touchpoints, and brand communication channels over the coming months.
