DIGITAL TRANSFORMATION AGENDA

  • Data Lake built on leading technology enabling 'single version of truth'
  • Faster and more effective decisions through data democratisation across the organisation
  • Launched augmented analytics platform ‘Clearview
  • Insights from the platform help sharpen sales and marketing initiatives
  • Enable on-time delivery to consumers
  • Digitisation of distributor order booking for reduced cycle time
  • End-to-end visibility to distributor from request to invoice
  • SAP S4 go live for Tata Consumer Products and NourishCo
  • Onboarding of Tata Soulfull and Tata Q on our S&D platform
  • Enables blending with precision for our tea brands
  • Drives smart purchases by optimising sourcing decisions

MINING INSIGHTS. STAYING AGILE.

We have made considerable investments in cutting‑edge technology and machine learning systems to gain valuable insights from the value chain.

  • Our revenue growth management team has taken a digital and analytics-first approach to generating optimum decisions in pricing, trade management, and assortment
  • We have launched multiple D2C platforms and strengthened our play in e-commerce to enable an omnichannel presence, witnessing growth across Tata Tea 1868, Sonnets and Tata Soulfull
  • We are bolstering Nutrikorner, a one-stop, D2C channel for Tata Consumer Products in Delhi and Mumbai, with phased expansion plans. Through this channel, we aim to introduce consumers to the entire range of products being offered by Tata Consumer Products, educate them on the product range in a highly engaging manner and help consumers on their wellness and nutrition journey

STRENGTHENING OUR DIGITAL CAPABILITIES

We are investing in building capability in our digital team. In addition, we initiated a focused effort to enhance digital acumen and adoption across the organisation. We are helping our employees make better and faster decisions through data democratisation. We have a single ERP system being used globally to simplify reporting. Automation of simple tasks enabled our employees to devote more time to value-added work. We also strengthened digital security measures across our platforms.

DRIVING EFFICIENCIES FOR BUSINESS PARTNERS

For our distributors, we launched a digital order management platform with next-generation selling engine, which helps accelerate the entire ordering and fulfilment process. The platform is currently operational across 500+ distributors and we are scaling it further. We are also optimising our supply chain ecosystem with the use of digital tools across sourcing, manufacturing, packing, warehousing and distribution. This will enable end-to-end visibility across the value chain and result in efficiencies with the help of data.

500+

Distributors actively using the order management platform

Strengthening online channel in international business

We launched Tetley.shop in the UK, as a home for all Tetley products while also selling some of the more unusual blends such as a combination of black tea and green tea, a top seller on the Tetley website. The range is being optimised as we drive new consumers to the website, gain insights and discover their distinct needs.

TETLEY.SHOP

Teapigs.co.uk has continued to record strong growth, it being our largest online tea shop, catering to specialty tea drinkers. During the year, we added a new range of products such as Kombucha drinks on the website, which saw very good response. Select offerings such as a taster box of different flavours for some of our products helped generate new consumer traffic.

TEAPIGS.CO.UK

ACCELERATING INNOVATION IN
OUR COFFEE PORTFOLIO IN INDIA

We stepped up focus on our coffee portfolio with differentiated products catering to a variety of consumer segments and consumption occasions. In terms of innovation, this has been one of the best years for coffee. We launched four new products leveraging consumer trends on convenience and premiumisation.

45%

Increase in volume growth (Coffee)

Tata Coffee Quick Filter

Quick filter allows consumers to experience the taste of filter coffee while making it more convenient and hassle-free. Quick filter aims to provide an authentic coffee experience without the effort of brewing it.

We launched Tata Coffee Quick Filter– a first-ofits- kind instant coffee that tastes like filter coffee, in select markets and across Modern Trade. We strengthened our premium coffee portfolio with Tata Coffee Gold in the freeze-dried coffee category. We also launched new variants of Tata Coffee Sonnets. Given their niche target customer group, Tata Coffee Sonnets are only sold through direct-to-consumer.

Sonnets by Tata Coffee

Sonnets is a range of Reserve Single Origin Limited Edition Coffee produced from high quality Arabica coffee beans. Produced in small, limited batches, each coffee is processed in a unique way to bring out the best flavours. The D2C website allows consumers to customise their roast and grind levels for a great cup of coffee. Sonnets has expanded its offering with the Whole Bean range. Roasted beans from 8 estates were launched as part of this new range.

TATA COFFEE SONNETS.COM

DRIVING INNOVATION
ACROSS BRANDS

ACCELERATING INNOVATION ACROSS BRANDS

During the year, we accelerated our innovation agenda and launched several new products.

  • New categories: TGP Jelly and Tata Sampann Dry Fruits, RTDs in International markets – Good Earth Kombucha & Good Energy
  • Health and wellness platform: Tata Tea Gold Care, Chakra Gold Care, Tata Salt Super Lite with 30% lower sodium, Tetley Supers, Tata Soulfull Muesli – Zero Added Sugar, Tata Soulfull No Maida Choco
  • Driving convenience: Tata Coffee Quick Filter, Tata Tea Agni Adrak
  • Building premiumisation: Care range, new SKUs in Tata Coffee Sonnets, Tata Tea 1868, Good Earth Sensorial Blends, among others.

~2X

Innovation to sales contribution (FY 21-22 vs FY 20-21)

Tata Sampann

The Tata Sampann brand plays in the pantry staples space. Its portfolio includes pulses, spices, besan, poha, nutrimixes and dry fruits. There is a significant growth runway for Sampann since there is a large addressable market in the categories the brand operates in – for instance, India is the largest producer and consumer of pulses in the world and the market size is estimated at INR 150,000 crore – of which only 1-2% is branded. The conversion from unbranded to branded is expected to gain momentum led by increased awareness, focus on health and wellness, and increasing disposable incomes.

The pandemic resulted in consumers showing a preference for trusted brands. The ‘Tata’ brand has a track record of successfully driving unbranded to branded conversion in categories like tea and salt. All these factors position Tata Sampann to grow in the Foods category.

28%

Volume growth in FY 21-22

One of the key differentiators for the Tata Sampann brand is our focus on quality and a sharp understanding of consumer preferences. For example, our pulses are unpolished, which offer better health benefits. For our spices portfolio, we take great care in sourcing authentic and quality spices. Their full-bodied flavour and nutrition are boosted by their natural oils that we ensure to keep intact. Poha is a category where the brand has launched offerings to cater to regional preferences. The nutrimixes range combines convenience and nutrition to offer quick, healthy and ready-to-cook Indian meals and snacks.

RED RICE POHA RELAUNCH

In Kerala and parts of Tamil Nadu, there is a marked consumer preference for red rice poha. We relaunched our red rice poha offering with revised pricing supported by Pongal activation. This resulted in good market response and higher growth for the product.

ENTERING DRY FRUITS CATEGORY

Tata Sampann recently entered the dry fruits category, which will help premiumise the portfolio and expand its addressable market further

  • First national brand to launch Dry Fruits category under Tata Sampann in October 2021. Products include: Tata Sampann California Almonds, Tata Sampann Premium Cashews, Tata Sampann Premium Raisins, Tata Sampann Premium Pistachios
  • Quality nuts, hygienically packed in a three-layer packaging for a fulfilling consumer experience
  • Positive customer response with 4+ ratings across all e-commerce channels

NUTRIMIXES- RE-ENERGISING THE PROPOSITION

To become a brand that is synonymous with ‘nutritious and tasty’, we are relooking at consumer fundamentals and renewing brand packaging to bring the nutrition ethos alive while enhancing taste. We sharpened our consumer centricity with customised marketing.

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