Tata Tea is changing the emphasis of its promotion strategy so that it focuses on packet tea rather than loose tea, according to company chairman Ratan Tata.
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The company, which aims to have achieved a 15% increase in exports by the end of this financial year, is also interested in establishing new brands and hopes to promote two or three new brands each year.
Tata Tea hopes to start getting returns on its Tetley brand soon, despite the general decline in the Indian tea market. Tata Tea has not suffered from the decline as greatly as some of its rivals have, and share prices are starting to recover, according to managing director HR Khusrokhan.
Around 12% of Tata Tea’s 3,500 non-plantation workers are likely to be offered voluntary retirement, despite the company’s recent increase in the production of orthodox tea to 3 million kg.
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