Dear Fellow Traveller,

I don’t know where this note finds you—maybe in between back-to-back meetings, or while your tea cools beside a glowing screen. Maybe it’s during one of those midnight scrolls when the world just feels too loud.

Either way, I’m glad you ended up here. Truly.

If your mind feels stretched thin across a dozen half-finished thoughts, pause with me for a second. You don’t have to do anything right now. Just take a breath.Let it land.

I’m Yayati Boruah, and for most of my adult life, I moved at the same pace you probably are right now.

Somewhere between building startups and chasing whatever “success” is supposed to mean, I found myself going back to one small ritual again and again: five quiet minutes with a cup of Assam tea. Not the usual stuff from a supermarket shelf. I mean the kind I grew up with—tea from my hometown in Assam, where my great-grandfather planted our first bushes back in 1902. That tea? For generations, it was packed and shipped to other countries. It was never sold in India—only exported abroad. And I used to wonder, why? Why should the most honest harvest never reach the people it belonged to?

That kind of presence—real, slow, intentional—has become rare. Not just in tea. In life. And I started to wonder:  What if there was a way to bring that presence back?
Not with big promises or productivity hacks. Just… a cup. One quiet, honest cup.

That’s why I started Samov.

Not to sell tea. But to offer little rituals of renewal—moments that don’t push you to do more, but invite you to come back to yourself.

At Samov, we believe in the power of conversations—especially the quiet ones we have with ourselves. The ones that remind us what really matters. The ones that only start once the noise dies down. If our tea helps you find even five minutes of clarity in your day, then it’s doing what it was meant to do.

We make that possible by staying true to the soil we come from—offering only single-estate Assam leaves, unblended and harvested in small, traceable lots. For decades, this level of tea was kept for export. Now, for the first time, we’re bringing that same care and craft home.

Everything we do—from the way we pluck, to the way we pack—is designed not to impress, but to preserve that feeling. So that when you take that first sip, the quiet you’ve been looking for is already there, waiting.

And if something ever feels off—if your experience doesn’t match the care we’ve promised—I want to know. Email me directly at yaya@samovtea.com. No forms. No bots. Just a real reply from me.

I’ll get things wrong sometimes—typos, delayed emails, maybe even a label that’s not quite straight on your box. But I promise I’ll keep showing up. Kettle on. Heart open. Learning out loud.

And if one day you find yourself mid-sip, and for a moment—just a moment—you feel a little lighter…That’s what success looks like to me.

So stay a while. Tell me what you’re tasting. What you’re afraid of. What you’re growing toward. Let’s share the silence, and whatever stories follow.

Wherever this finds you, I hope it meets you like a warm hand on your shoulder— not to push you forward, but to gently remind you:

You can unplug. You can reset. You can rise.

With warmth (and the faint scent of Assam rain on my desk),