Top Story

e4m_logo.png

Home >> International >> Article

Tata Tea phase out four brands in revamp

06-July-2001
Font Size   16
Tata Tea phase out four brands in revamp

Tata Tea has phased out support for four brands--Brahmaputra, Lucky Cup, Leo and Chola - as part of its brand rationalisation. P Siganporia, deputy-managing director, said that these brands had shrunk in terms of potential for growth as well as profitability.

While Leo catered to the economy segment of Maharashtra, Karnataka and Andhra Pradesh, Brahmaputra, a strong 100 per cent Assam tea, was marketed in Gujarat and Madhya Pradesh, while Chola was sold in Tamil Nadu.

The focus of the company will shift towards some existing brands, namely, Tata Tea, Kanan Devan and Agni. Kanan Devan also happened to be Tata Tea's first brand to be packed in polypacks followed by Tata Tea Premium.

Tata Tea enjoys a market share of 8 per cent, Agni of 4 per cent, Kanan Devan of 4 per cent and other brands from its stable 4-5 per cent. In the branded packet tea market, Tata Tea has a market share of 17-18 per cent.

The company is planning to launch a premium brand in the leaf category, which would be pitted directly against Taj Mahal from the Hindustan Lever Ltd (HLL) stable. Tata Tea is also toying with the idea of launching Tetley brands in India. Tata Tea already has a joint venture with Tetley, Tata Tetley, in south India, which is an export oriented unit.

Tags

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...