ILEM JAPAN appoints Sara Tendulkar as Brand Ambassador

By: Women Entrepreneurs Review Team | Monday, 25 May 2026

Wellness and skincare brand ILEM Japan has hired Sara Tendulkar as the Brand Ambassador for the Japanese Tea category for India to make the brand move closer to the positioning of mindful living, conscious wellness and true Japanese tea ceremony.

ILEM Japan has further expanded its vision of spreading Japanese wellness experiences and centuries-old tea traditions to today's consumers in India and the world through the association.

In line with the brand's philosophy of “Improve Longevity, Enhance Mindfulness”, the partnership finds a perfect match in Sara Tendulkar, a new generation of consumers who are conscious of living with purpose and mindfulness in their life and practicing self-care every day.

The tea collection from ILEM Japan was inspired by the traditional Japanese tea ceremony to inspire moments to be mindful and balanced in daily life. The range is dedicated to developing relaxing wellness routines to ensure a person's overall wellbeing 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 completely produced in Japan using a tea strain from the first harvest, cultivated in Kagoshima, one of the tea-producing regions in Japan. This collection features Ceremonial Matcha, Sencha, Hojicha, Hojicha Powder, Genmaicha and Matcha variants.

Key Highlights:

• ILEM JAPAN appoints Sara Tendulkar as brand ambassador for its Japanese Tea category in India
• Partnership promotes mindful living, wellness, and authentic Japanese tea rituals
• The tea range is Japan-made using first-harvest leaves and will be promoted across digital and retail channels

The most popular Ceremonial Matcha is shade grown for 20 days with 95% shading and then precision ground into a smooth powder. The company claims the teas have no additives, preservatives and retain nutrients and true taste.

The tea range is packaged in ‘Soilon tea bags' which is a biodegradable packaging material using plant materials consistent with the company's sustainability goals.

ILEM Japan was established in Tokyo in 2022 by its founder Ishvani Patel, which focuses on creating wellness products using Japanese heritage ingredients with contemporary formulations. The company's portfolio is built up on plant-based, cruelty-free and Japanese made products.

This campaign with ‘Sara Tendulkar’ will be deployed on digital, in-store and brand communication channels over the next few months.