Tata Tea

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Tata Tea
  • Tata Tea is the largest packaged tea brand in the country with one in three Indian households having consumed it over the course of last year
  • Successful across India with 4 national and 3 regional brands to cater to the diverse consumer preferences
  • The landmark 'Tata Tea Jaago Re'; campaign has transformed the way beverages are marketed in India by repositioning tea from a mere wake up drink to a medium of Social awakening
  • Jaago Re today is the ONLY Social Cause Brand in the top 50 FMCG brands on Facebook India.

Tata Tea began its journey more than 25 years ago, when the packaged tea market was dominated by one large player with over 70% market share. While most saw entering this market as an almost impossible task, Tata Tea saw an opportunity.

Tata Tea has been a promoter of social awakening and action – right from encouraging young people to vote, inviting consumers to pledge against bribery to making a ‘Badey Badlav Ki Choti Shuruaat’ by putting women first.

The latest Jaagore campaign unveiled as a part of the relaunch of ‘Tata Tea Gold’ is called “Power of 49” – Tata Tea gold has 15% long leaves in it that open up and release a superior aroma. Just like the leaves that open, the campaign, through the platform of Jaagore, seeks to open minds to the power that the women of India have to bring about the change they desire. Women constitute 49% of the voter base in India but often do not get their due as they are not yet seen as a determining factor in elections. The objective of this campaign is to awaken women to this ‘Power of 49’ and encourage women to exercise their right to vote at the next general elections.

Our portal www.jaagore.com is the brand's "Walk the Talk" platform which enables consumers to take concrete, positive action for social good.

With more than 6 lac registered users on Jaagore.com and more than 1.1 million followers on its facebook page the brand today enjoys not only the loyalty of its consumers but also a legendary status in their hearts.

Source of Market share: MAT June '13 AC Nielsen