MITTEA: a wordplay on ‘Mitti’, the Devnagri for ‘Earth’ or soil, is a London-based beverage brand that glocalises the nostalgic ritual of the Indian Kulhad (terracotta cups) for a modern, high-street context. By integrating the functional benefits of terracotta into an urban setting, MITTEA ensures that centuries-old Indian wellness practices remain relevant for a global audience.