Top Story


Home >> Advertising >> Article

Tata Tea draws up new global, local plans for branded business

Font Size   16
Tata Tea draws up new global, local plans for branded business

Tata Tea Ltd would focus more on the branded segment of the domestic and international tea markets to enhance its market share. The company is also planning to enter new markets to spur its topline and bottomline growth in the current fiscal.

Top company officials told an analysts meet recently that Tata Tea has decided to focus on its branded tea business since it gives more margins. Currently, 83% of its total business is coming from the branded business while the share of bulk business in total turnover has come down to just 8%.

Tata Tea has firmed up a strategy to promote its branded tea business which includes strengthening its share in existing market and expanding to new markets. The company has already started selling its products in Europe, Russia and Pakistan. Recently, it has forayed into the South African market.

The company would also working on product innovation in high margin categories to slowly bring down its dependence on black tea. This is because the former is growing at a rapid pace, while the market for the latter has been stagnating for some time.

The new product offering would be in the categories of fruit tea and herbal tea, which accounts for 50% of the global tea market. Flavoured tea and ice tea are the other two categories which the company would be focussing in the coming days.

This is because both the segments are reportedly growing at a much faster pace than the growth in the market for aerated drinks.

The company would also enter the out-of-home tea segment in a big way. This segment is considered to be one of the booming and largest segments for tea products.

Tata Tea, the flagship brand of the company, has a market share of 10.4% in fiscal 2004 up from 7.6% during the previous fiscal.

The new brand strategy is expected to go a long way in enhancing its market share further in the current fiscal.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...