Buoyed by the successful launch of Brooke Bond Red Label Natural Care in North India, Brooke Bond 3 Roses Natural Care has been introduced in the Andhra Pradesh and Tamil Nadu markets. The brand will soon be extended to the Kerala market, and will co-exist with the Brooke Bond 3 Roses brand in all three markets.
While Red Label accounted for 9.4 per cent of the total packaged tea market in India (2005 figures), 3 Roses, a predominantly South Indian brand, accounted for 6.5 per cent, said a company spokesperson. HLL's leadership share of 30.6 per cent – Red Label, 3 Roses, Taaza (8 per cent) and Taj Mahal (5.5 per cent) – is followed by Tata Tea, whose brands cumulatively enjoy a 20.5 per cent share.
"It's a large market, but also extremely fragmented. There are around 1,000 brands, but very few of them are available nationally. And loose tea has a share of close to 40 per cent of the total consumption," said Anand Ramachandran, Marketing Manager, Brooke Bond, launching the new variant of 3 Roses in Tamil Nadu.
The launch of the Natural Care variants of the leading brands from HLL in the North and South regions stems from insights, that wellness was becoming a big trend. The official explained that while people were not entirely happy with a lot of changes being brought into their food, and were increasingly connecting with their roots, a lot of experimentation was also being done.
Therefore, as the patented five-paneled carton proudly proclaims, the Natural Care ranges with the flavours of ginger, Ashwaghandha, licorice, cardamom, and tulsi was born. The target for the beverage will be families that seek wellness in their lives. A campaign that has been running successfully up North for Red Label Natural Care has been adapted for the Andhra Pradesh and Tamil Nadu markets.
The markets in which Red Label Natural Care has been introduced include Delhi, Uttar Pradesh, Madhya Pradesh, Bihar and Punjab, and the launch has been successful, Ramachandran said.
"In the first complete quarter since its launch – October-December 2005 – Red Label Natural Care notched up a market share of 1 per cent nationally, while the original Red Label has also grown in the same period," informed Ramachandran, responding to the possibility of cannibalisation.
The brand will be hoping for a repeat in Andhra, Tamil Nadu and Kerala (where it will be launched in a few months) with 3 Roses Natural Care, and Red Label Natural Care in Karnataka.
The communication for the launch will be through extensive television, print, radio and outdoor advertising, and on ground wet sampling exercises. The official promises that in two months of its launch, it would become the most salient brand in Tamil Nadu, backed by a spend of close to Rs 2 crore. The 'mother's cup of love' is now also available as a 'healthy cup of love' in trial and 250 gm packs priced at Rs 25 and Rs 57, respectively.