The Hindu Business Line : Functional teas, a key strategy for Brooke Bond

Mumbai, May 21 With tea as a category growing at 4 per cent, Hindustan Unilever Ltd (HUL) has been taking the ‘functionality’ route for marketing its Brooke Bond franchise.

Mr George Koshy, Marketing Manager, HUL, said, “Having functional teas is one of the legs of our strategy.” So its 3 Roses brand, with ayurvedic ingredients, is positioned on the ‘mind sharp’ category, as is its Red Label brand, with its ‘Natural Care’ offering, while the Taaza brand harps on its ‘Thanda’ concept with its cooling herbs.

“Consumers feel there is a need for functional teas. Since 2005, we have had ayurvedic ingredients in our teas and this has formed one of our strategies for this category,” said Mr Koshy. On the occasion of completing 130 years and having 100 crore consumers, Brooke Bond has announced a special promotion to reward its loyal consumers by giving away 60 cups of 22 karat gold with assured prizes of Rs 15 crore.

Meanwhile, HUL has been trying to control its tea prices in times of inflation. “There is also inflation in the tea category and three months ago, we did raise prices between 3-4 per cent for the Brooke Bond franchise,” Mr Koshy said.

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