The Hindu Business Line : Godrej to re-launch tea biz under single brand

As part of its phase-wise marketing strategy, Godrej Tea, part of the Rs 5,500-crore Godrej Group, will first enter into northern markets, such as UP and Uttaranchal, followed by the rest of the Indian markets.

Godrej Tea is offering a strong innovative blend of tea with Kadak Booster Leaves — with its unique quality `Kadva Nahin Kadak Tea'.

Godrej Tea will be supported by the marketing and distribution tie-up with Jyothy Laboratories to ensure that the product reaches consumers through over one million outlets across the country in the shortest time with retailers being regularly serviced with fresh tea.

Mr A. Mahendran, Director, Godrej Tea Ltd, said, "We are looking at gradually growing our presence with the launch of a single brand — Godrej Tea. We plan to take this launch across the country in phases. This may take some time but I believe that we have a product which consumers will like — a strong blend tea that is invigorating and yet not bitter on the palate. This is also in sync with our brand positioning Kadva Nahin Kadak Tea."

Available in a new attractive red colour packaging, Godrej Tea is offering an innovative introductory offer for the first time in the tea industry — two free Ujala Supreme 30 ml bottles on the purchase of 250 gms of Godrej Tea pack. Godrej Tea will be available in 250 grams poly (MRP Rs 44) and carton packs (MRP Rs 47).

It will also be available in low unit outlay packs of Rs 5 and Rs 10 to service consumers in smaller towns and rural areas to experience its unique blend of tea, through its tie-up with Jyothy Laboratories.

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