Top Story

e4m_logo.png

Home >> Marketing >> Article

Godrej plans to launch two tea brands by January

09-December-2002
Font Size   16
Share
Godrej plans to launch two tea brands by January

The Rs 4,000 crore Godrej group is launching two tea brands, Godrej Noble House and Godrej Chai House, by January 2003 as part of its foray into beverages.

The group, which intends to be a niche player in tea, set up Godrej Tea, a subsidiary of Godrej Industries early this year.

The group currently holds 60 per cent stake in Godrej Tea, the remaining is held by Barua, the managing director of Godrej Tea and two non-resident Indians. The company is setting up a full fledged top management team under Pranab Barua.

According to company sources, the Godrej Noble House, consisting of Assam tea blended with Darjeeling tea is positioned as a super premium brand and Godrej Chai House with different blends is marketed as premium brand.

The company has roped in Ambience as its advertising agency to formulate a strategy to get its product across the masses.

Godrej Noble House is priced at Rs 210 per kg to compete with Taj Mahal and Tetley, while Godrej Chai House, tagged at Rs 160 per kg is positioned against Double Diamond, Red Label and Tata Tea. Godrej Tea blends and packs its two brands at Coimbatore, Nagpur and Kolkata.

Hindustan Lever is the market leader in tea, with a share of around 30 per cent, followed by Tata Tea at around 20 per cent.

The Godrej group is expanding its food business at a time when Godrej Foods, a division of Godrej Industries has been downplaying its current portfolio —Jumpin, Xs fruit juices, Cooklite sunflower oil, Godrej refined vegetable oil and Godrej Vanaspati. It recently forayed into biscuits.

The other players in the hot beverages include Tata Tea, Duncan’s, Nestle among others. Non-alcoholic beverages giant Coca Cola India recently launched its Georgia brand of tea and coffee.

Tags

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

With Shikhar Dhawan as their brand ambassador, a partnership with NBA and FIFA and a Rs.10 crore marketing budget, this sporty start-up is moving strength to strength.

In an interaction with exchange4media, Sinha, the Country Head at Epsilon shared insights on the growth of Epsilon, integration of Artificial Intelligence and the future of other conventional mediums of marketing

The new brand philosophy to go live on 15th October 2017 during the telecast of Zee Rishtey Awards

The rateOOHmeter platform is based on field data of the OOH campaign universe with information on more than 400 brands, 1600 cities, over 3,000 campaigns and around 85,000 OOH inventory across formats...

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited