India, June 7 -- In 2016, the century-old Wagh Bakri Tea Group, incorporated in 1919, couldn't ignore the power of the internet and decided to dip its toe into digital commerce. The plan was simple: a gradual layering of new-age channels atop a deeply entrenched offline distribution system.

The bearer of this torch was Priyam Parikh, the company's whole-time director and a fifth-generation member of the founding family. Essentially, he is the son of the eldest daughter of Piyush Desai who is his maternal grandfather.

After completing his MBA, he joined the family business as a management trainee in 2011.

"I have done all sorts of jobs. I was made to sit with everyone in the office, across every department," said Parikh, adding that the...