Home >> Marketing >> Article

Godrej plans to launch two tea brands by January

09-December-2002
Font Size   16
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 e4m

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye