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Brand Strength

UNIQUE PORTFOLIO OF
HOUSEHOLD FAVOURITES

Tata Tea

#1 in the category by volume in India and #2 by value

#2 most trusted brand in hot beverages in India

1 in 3 Indian households consume a Tata Tea brand

30 years of warmth

Premium

  • Launched a restage with a state specific marketing mix for Delhi, Uttar Pradesh, Punjab and Haryana, while evoking regional pride for each state, through its hyperlocal packaging and communication
  • In a first-of-its-kind activation, the Delhi pack launch took place inside the Delhi Metro, which was wrapped with symbols of Delhi’s pride, while the Uttar Pradesh pack was launched at the iconic Gomti Ghats in Lucknow

Gold

  • Sponsored IIFA 2019 as Brand Partner
  • Relaunched Tata Tea Gold Mixture with a revamped marketing mix including new packaging, improved blend and with the proposition ‘Strong Taste, Rich Aroma’

Elaichi

  • Fastest-growing brand in the Tata Tea portfolio with significant share gain

Agni

  • Continues to drive double digit value growth

Chakra Gold

  • Rolled out restage campaign for Tamil Nadu with a region‑specific insight based on ‘Tamil Pride’ supported with on-ground activation En Vazhi Tamzi Vazhi (My way, the Tamil way)

Kanan Devan

  • Launched a ‘Pure & Natural’ campaign to highlight risks of adulteration in unbranded tea

Tata Salt

India's first packaged iodised salt

#1 most trusted food brand and undisputed market leader in India

161 million Indian households served

  • Robust growth on the back of Sawaal Kijiye Apne Namak Se (Question Your Salt) campaign, which consistently outperformed the market norms
  • 2 new facilities started in India for production of Tata Salt Lite

Tetley

45 million servings consumed every day in 40 countries

180 years of heritage

#1 in Canada and #3 in the UK

UK

  • Re-launched the Tetley brand in the UK with the tagline ‘Now We’re Talking’; the TV commercial achieved second position for the ‘Most Effective UK Ads of 2019’, judged by independent measurement firm, System1 – in partnership with ITV
  • Launched Cold Infusions summer campaign centred around a partnership with Women’s Health Magazine; also became the official sponsor of Women’s Health Live – their inaugural health and fitness event
  • Introduced Strawberry & Watermelon variant to Cold Infusions range

Rest of Europe

  • Launched two new Matcha variants in France (Pure & Blueberry), with weighted distribution reaching 51% in modern retail trade1
  • Introduced UK’s Cold Infusions range into Malta and Cyprus

Canada

  • Tetley Specialty tea is the #1 specialty tea in Canada by volume
  • Launched six new Tetley Super Teas as Canada’s first line of teas fortified with vitamins and minerals
  • Continues to be the #1 black tea in Canada with double the share of the closest branded competitor2

India

  • Launched naturally sweet ‘Reviving Mango’ green tea

USA

  • Launched Tetley Flavors of India, a premium black tea inspired by the famous regional flavors and styles of ancient India

Australia

  • Launched Tetley Cold Infusions Fruit & Herbal range with four different flavour combinations; a unique TV campaign featured a local comedian highlighting the importance of hydration in a fun way

Middle East

  • Launched Kanan Devan Strong variant across the Gulf Cooperation Council (GCC) markets

Poland

  • Tetley range packaging changed to new international range with snap-top cap and improved shelf presence

Eight O’Clock Coffee

#4 Roast & Ground coffee brand in USA

160 years of innovation

America’s original gourmet and whole bean coffee

  • E-commerce revenue grew >60% year over year (pre COVID-19), led by Amazon, Instacart and the corporate direct-to-consumer site
  • Won the Walmart and Wakefern private label coffee co- manufacturing business
  • Extended the Barista Blends line from ground bags into single serve K-Cups
  • Launched Early Riser in the US, a Robusta-Arabica blend to compete in the value segment
  • First year revenue for new products Barista Blends and Flavors of America achieved USD 3 million

teapigs

  • Maintained #1 super premium brand position in the UK with 67% market share3
  • Secured B-corp certification which confirms that the brand considers people, environment and profit equally when making business decisions.4

Sources:
1. Nielsen Scantrack – HM / SM – MAT P01 2020
2. 12 weeks AC Nielsen; all channels up-to 28th March 2020
3. Nielsen - % share of fuso bag market
4. Note: Certified B-corporations are a new kind of business that balances purpose and profit. They are legally required to consider the impact of their decisions on their workers, customers, suppliers, community and the environment. This is a community of leaders, driving a global movement of people using business as a force for good.

Himalayan

#1 natural mineral water brand in India

Captive aquifer at the foothills of the Himalayas

  • Glass variant performed strongly

Good Earth

USA

  • In line with health and wellness, launched Good Earth Ayurveda to create a new sub-segment of Ayurveda in the growing herbal space

Australia

  • Launched a larger 750 ml bottle format and released a new Lime & Mint flavour, while gaining ranging in Australia’s largest retailer.

Tata Sampann

Only national brand in pulses

Blended spices specially crafted by celebrated chef Sanjeev Kapoor

Trusted for staples and packaged foods

  • Pulses and spices became the top brands in most e-commerce players in their respective categories
  • Launch of high-fibre white and red poha (beaten rice)
  • Largest share of voice on food content reaching 90 million views through association with top YouTube content creators
  • Tata NutriKorner emerged as a pioneering content-to-commerce platform reaching 1.3 million+ consumers with 2.6 million+ page views

Laager

  • Continues to grow in South Africa, where the overall category is under pressure

Tata Gluco Plus

  • Continued expansion with new plants set up in Odisha, West Bengal and Delhi NCR; a new Lychee flavor was also launched

Tata Water Plus

  • PET bottles saw strong improvement in profitability

Tata Nx

  • Tata Nx Zero Sugar expanded distribution to select modern trade channels in South India
  • Tata Nx Zero Sugar collaborated with Amazon in a unique campaign that witnessed 0.62 million consumers participating and sales doubling in that month

Tata Cha

  • Celebrated its 2nd anniversary with a successful ‘The Big Cha Week’ campaign encouraging in-house Cha Sommeliers to conduct tea tasting sessions with consumers; the week-long event culminated with a Master Tea Tasting Ceremony by two of the Company’s top tea blenders

Awards

BEVERAGES

  • Tata Tea Premium awarded the most promising brand by Economic Times
  • Tata Tea Premium featured #10 as Most Trusted Brand in the Hot Beverages category by Brand Equity
  • Big Bang Awards – Gold for Branded Content – Tata Tea Premium and Bronze for Integrated Campaign – Tata Tea Chakra Gold
  • ABP Brand Excellence (FMCG Category) – Tata Tea Gold, #DilKiSuno campaign
  • Digital Awards & Summit DOD 2019 Gold award for Best Digital Campaign for a Food and Beverages Enterprise – Tata Tea Kanan Devan for Smart Shelf shopper activation
  • ET Now, Stars of the Industry Award for ‘Brand Revitalization’ category – Tata Tea Chakra Gold (Women’s Day, Mother’s Day campaigns) and ‘Marketing campaign of the year’ – Tata Tea Gold #DilKiSuno campaign
  • Early Riser’s ‘All Hail the Early Risers’ campaign was selected to feature in the prestigious 2020 Hermes Creative Awards Spotlight
  • 2020 American Package Design Award by Graphic Design USA for Early Riser Coffee packaging and Good Earth Ayurveda packaging
  • Tetley Canada voted Brandspark International Most Trusted Tea Brand after a survey of over 18,000 Canadians
  • Tetley Canada won the Readers Digest most trusted tea brand based on a survey of 4,000 Canadians, for the 6th year in a row
  • Tetley Super Teas in Canada received a 2019 Family Rated Reviewers Award
  • Tata Cha won the prestigious ‘Tea Café of the Year’ organised by the 4th Annual Restaurant India Awards – South India Edition 2019
  • teapigs secured 18 more Great Taste Awards this year, bringing the total number of these awards to 114
  • Six blends in Tetley UK picked up Great Taste Awards
  • Tetley retained its ‘Consumers Choice’ Award in Portugal in both the Hot Tea and RTD Tea categories for the 5th consecutive year
  • Joekels was awarded Best Own Brand Supplier 2019 by one of South Africa’s top retailers, Pick‑n‑Pay

FOODS

  • Received first bronze EFFIE for the effectiveness of the the Sawaal Kijiye Apne Namak Se (Question Your Salt) campaign
  • Won four EMVIES, of which three were for the ‘Missing I’ campaign and one for the Pandharpur activation
  • Won three ABBYs
  • Won the ‘Blue Elephant Award’ for the ‘Salt Art’ video campaign – our tribute to the nation
  • Tata Nx Zero Sugar was awarded Best of Ayush and Natural Product in the Sweetener category
  • Won a Silver for the ‘Missing I’ campaign at the Maddies
  • ‘Missing I’ also picked up a Gold in the ‘Cross Media’ category and a Bronze in the ‘Cross Mobile Integration’ category at the Smarties awards
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