In our endeavour to drive sales efficiency and market penetration, we fortified our sales approach in Ten Lac Plus Population (TLP) towns. By implementing split routes for our salesmen, we significantly improved our operational bandwidth. This approach not only enhanced our processes but also led to a discernible improvement in execution in these markets.
We sharpened our focus on ‘Rurban’ markets as we continued to deepen our distribution reach. We remained focused on driving depth in existing geographies and widening our distribution in lower population strata towns and rurban areas. By strategically upgrading and appointing over 1,000 new distributors, we achieved direct distribution coverage in all towns with populations over 50,000. This expansion enabled better brand visibility and greater control over the distribution network, while also improving our direct reach and distributor engagement.
The institutional channel’s contribution to our India business rose to 4%, with a remarkable 26% growth over the last year. The channel also helped considerably to drive our premiumisation agenda, with the contribution of premium products in the institutional channel to our overall India business at 8% for Beverages and 10% for Salt. Moreover, this strategy propelled our Ready Foods business as we continued to innovate and venture into newer market segments.
Our shopper marketing plans leveraged deep data insights to enable better execution and uncover opportunities. Our focus on premiumisation, combined with shopper insights, resulted in our premium brands recording their highest ever revenue contribution to our packaged beverages portfolio in FY 2023-24. In the salt category, our premium offering—Rock Salt—recorded significant gains. Our dynamic approach to market trends and customer preferences led to the successful launch of Tata Soulfull Ragi Bites Choco Sticks which garnered positive consumer response.
With 35% year-on-year growth, E-commerce remained a cornerstone of our growth strategy. E-commerce channels further equipped us to deliver a wider assortment and selection for customers via marketplace platforms.
Tata Salt not only witnessed robust volume growth and enhanced brand equity but also successfully transitioned from a singular brand focus to a diversified, multi-brand, multi-product portfolio. We launched new variants in different SKUs to cater to changing consumer needs.
We continued to launch new variants in Salt, focused on the growing Health & Wellness space.
Tata Tea Gold Vita Care, a vitamin- enriched tea with wellness benefits and a delicious taste, was launched to cater to health-conscious consumers.
Tata Salt highlighted the crucial role of iodine in children’s cognitive development, emphasising health in the campaign’s narrative of ‘Tez Baccho Se Hi Toh Tez Desh Banta Hain’.
We strengthened our salt wellness portfolio— Immuno, Iron Health, Vitamin Shakti, Tata Salt Lite and Super Lite—while also introducing them to more consumers during the year.
Tetley expanded its range with Immuno Chai Black Tea, addressing the growing consumer interest in functional beverages that support overall well-being.
The Jaago Re campaign by Tata Tea on environmental advocacy encouraged people to embrace eco- consciousness and take action against climate change. This campaign aimed at inspiring people, reinforcing the brand's long-standing commitment to addressing societal concerns.
Tetley Green Tea Immune released a compelling sequel to last year’s successful campaign #everyBODYcan with a new campaign this year: I am more than my nickname. The campaign aimed at reinforcing the thought that ‘you are more than your body type’ and urged people to not be constrained by their nickname, which has been given to them based on their physical appearance, as a name does not define their abilities and fitness levels.
Kanan Devan focused on its unique provenance story, captivating audiences with the serene beauty of Munnar tea estates. The campaign not only showcased the brand’s commitment to offering products that are as pure and untouched as their natural origins, but also appealed to consumers’ growing preference for authenticity and sustainability.
Tata Salt launched a unique campaign that breathed new life into its iconic jingle, ‘Namak ho Tata ka, Tata Namak’. The multi-asset campaign celebrated the brand’s ubiquity as ‘Desh Ka Namak’, resonating with the youth and also capturing the pulse of India. It offered a new outlook with a fresh spin to the jingle while retaining its timeless signature tune.
We engaged with diverse regional audiences, blending product relevance with local culture and preferences to enhance brand affinity. Tata Tea Premium’s #DeshKaGarv initiative continued to honour India’s rich art, culture and heritage on Independence Day. Following last year’s focus on key milestones in India’s post-Independence journey, this year’s Desh Ke Dhaage campaign took the nation on a vibrant joyride, spotlighting India’s diverse handloom legacy. It paid homage to this unique artform through a limited-edition pack collection inspired by handlooms across the country. Each pack served as a canvas, showcasing the artistry of Indian craftsmen, from the grandeur of Banarasi Silk to the intricate Kanjeevaram and more.
We strengthened our tea and coffee business while creating new vectors of growth, building stronger consumer connect and driving profitable growth in our key international markets— the UK, USA and Canada.
We gained a sizeable share of the black tea market in our key international geographies of the UK, USA and Canada and have seen value sales increase across all geographies. To revitalise the black tea market and foster stronger consumer connections, we bolstered our performance with innovation and impactful marketing. The Tetley brand in the UK underwent a significant transformation with a superior blend, plant-based tea bags, a 100% green energy factory and recyclable packaging.
Our marketing initiatives across geographies, such as the ‘Spill The Tea’ campaign in Australia and the ‘Live Teas’ experiences in Canada, alongside a radio promotion featuring ex-English footballer, Gill Scott, modified tea’s image and enhanced its appeal. In the UK, extensive sampling efforts introduced our teas to over a million new consumers, significantly increasing brand visibility.
In the UK, we became the
branded tea company* in
terms of market share.
We strengthened our offerings in the non-black tea category to cater to growing consumer preferences for Fruit and Herbal teas. Our strategic emphasis on a three-brand framework, featuring Tetley, Teapigs and Good Earth, ensured robust representation across these categories. This strategy has been instrumental in widening our distribution channels, directly influencing sales.
Our coffee business in the USA witnessed steady growth, especially within the fastest-growing K-cup segment, alongside broadening distribution channels. The flagship Eight O’Clock coffee brand underwent a rebranding, accompanied by a contemporary, playful advertising campaign designed to cut through a competitive market, further amplified by widespread sampling initiatives.
