If there’s one thing that Indians can’t live without, then it’s undoubtedly tea. In a country famous for its warm hospitality, tea is the first thing we offer to guests who come over to our homes. Amongst all the brands that Indians have loved over the years, Tata Tea holds a special place in people’s hearts. It is the biggest-selling tea brand in the country that accounts for the highest tea consumption globally. After the acquisition of the Tetley Group (based in United Kingdom) in 2000, Tata Tea has become the world’s second largest branded tea company.
When Tata Tea Gold was launched in 2003 with the category mainly targeting the homemakers, what drew us to it was the presence of granules with long leaves which no packaged brand had till then. Several years ago when few relatives visited our home and we served them tea, they were delighted with the perfect blend of strength, irresistible aroma and rich taste which Tata Tea Gold offered. They were so impressed by the quality that they became loyal followers of the brand too. Tata Tea Gold’s differentiating proposition helped Tata Tea acquire a larger share of the premium tea segment and in June 2007, Tata Tea became the world’s largest tea vendor by volume.
Earlier I wasn’t much of a tea or coffee drinker, but when I was in college, I tried Tetley Green Tea on a friend’s insistence. I was pleased to find that it tasted refreshing and comforting rather than bitter (which I was afraid of). In 2007, Tata Tea launched Tetley green tea in leaf pack format with the aim to cater to a wider tea drinking segment which seeks a healthier alternative and prefers a leaf format as against a tea bag. It also offered an economic option for regular green tea consumers as compared to a tea bag.
By keeping up with their deep understanding of consumers, Tata Tea has always been aligned with the people and their aspirations. The ‘Jaago Re’ campaign is the perfect example of how a brand can address deep rooted mindsets and bring social awakening. Recently in wake of the COVID-19 situation, Tata Tea has encouraged us to support the most vulnerable section of society right now – senior citizens – through the #BadonKeLiye #JaagoRe campaign.