ILEM Japan has named Sara Tendulkar as the new brand ambassador for its Japanese Tea category in India. This move is part of the company’s plan to grow its wellness-focused presence in the country. The partnership highlights how more Indian consumers are embracing mindful living, self-care, and genuine wellness experiences.
Sara Tendulkar is known for promoting a balanced, wellness-focused lifestyle that aligns with the brand’s philosophy of “Improve Longevity, Enhance Mindfulness.” With this partnership, ILEM Japan hopes to introduce more people to traditional Japanese tea rituals in a way that feels modern and relatable.
Founded in Tokyo in 2022 by Ishvani Patel, the Japanese wellness brand blends traditional Japanese ingredients with modern wellness formulas. Its tea collection takes inspiration from centuries-old Japanese tea ceremonies that promote mindfulness, calm, and thoughtful daily habits.
Speaking about the collaboration, founder Ishvani Patel shared that Sara naturally represents the values the brand stands for. According to Patel, consumers today are becoming more conscious of wellness, balance, and the creation of meaningful habits in everyday life, making Sara an ideal fit for the campaign.
Sara Tendulkar shared her excitement about the partnership, saying she believes wellness starts with small daily rituals that help create inner balance. She also said she was drawn to ILEM Japan because of how genuinely the company brings traditional Japanese tea culture into modern life.
ILEM Japan’s teas are made in Japan using top-quality first-harvest tea leaves from Kagoshima Prefecture, a well-known tea-growing area. The range includes Ceremonial Matcha, Sencha, Hojicha, Hojicha Powder, Genmaicha, and other matcha options for people who care about wellness.
A highlight of the collection is the bestselling Ceremonial Matcha, which is grown in the shade, with most sunlight blocked, before being finely ground into a powder. The company says its teas have no additives or preservatives and keep their real flavor and nutrition.
To support its sustainability goals, the brand uses biodegradable Soilon tea bags made from plants. In the next few months, the campaign with Sara Tendulkar will appear on digital platforms, in stores, and through other brand channels as ILEM Japan grows in India’s wellness market.