Business Daily from THE HINDU group of publications
Tuesday, Oct 02, 2007
ePaper
Business Daily from THE HINDU group of publications Tuesday, Oct 02, 2007 ePaper |
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Marketing
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Brands Corporate - Announcements Agri-Biz & Commodities - Tea Tata Tea goes for single umbrella brand Our Bureau Mumbai, Oct 1 Having bagged the largest volume share in the tea market, Tata Tea has decided to unify all its tea brands under the name of Tata Tea. The four Tata Tea brands – Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea Life, will now be brought under an umbrella brand after being positioned and advertised under separate brands in the past. Lowe Lintas is the advertising agency which is creating the new ‘Jaago Re’ campaign with a special focus on social awakening for Tata Tea. At a press conference, Mr Percy Siganporia, Managing Director, Tata Tea, said, “We are charting a course to be India’s foremost tea-based beverage company. Year after year we have been having double-digit growth and have been marketing tea brands with our mind and body.” While Hindustan Unilever continues to be a leader with a 4 per cent higher share in value in the tea segment compared to Tata Tea, the latter has overtaken the FMCG giant in terms of volume share in the past three months. With intentions of emerging as a dominant share in value terms, Mr Siganporia added, “We are relatively weak at the top and economy segments. There are gaps in the market that we need to address but we would also rejuvenate the segments we are already strong in.” More Stories on : Brands | Announcements | Tea
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