How Tata Tea Became The Most Popular Hot Drink of India #shorts #food

How Tata Tea Became The Most Popular Hot Drink of India

We Indians love chitchat over tea. And this is one of the reasons why Tata tea captured the largest share of the Indian tea Market.
This is Day 2 of Powerful Business Ideas of India.
Tata tea was originally launched in 1962 as Tata Finlay. This was a joint venture between Tata group and British company, Finlay. Visionary founder of Tata group, Jamshedji Tata got over his competitors in the tea sector of India through high quality of products and premium product offerings. And within no time Tata over took Finlay and was renamed as 'Tata Tea Limited'. Rising high, eventually Tata overthrew another British and one of the world's largest tea brands Tetley, investing more than 400 million pounds. This made Tata tea an international brand in global markets like the US, Canada and many more.
But the real turning point came in 2007 when Tata tea launched its 'Jaago Re' campaign. This campaign proved to be a significant landmark in the brand building of Tata tea and in the Indian advertising industry as well. Tata tea with its Jaago re meaning Wake Up call camping attracted urban youth with a powerful message of social consciousness and personal empowerment. Targeting social issues like voting, corruption and responsibility towards the society through this advertising campaign Tata tea left its competitors far behind.
This genius marketing strategy of Tata tea knitting commercial success with a socially meaningful purpose paved the success path of Tata tea in India. And still Tata tea dominates the Indian tea market with this socially purposeful narrative.

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