TATA TEA
Tata Tea Limited, also known as Tata-Tetley, is the world's second largest manufacturer and
distributor of tea.Owned by India's Tata Group, the Tata Tea Limited markets tea under the
major brands Tata Tea, Tetley, Good Earth Teas and JEMČA. While Tata Tea is the largest tea
brand in India, Tetley is the largest tea company in the United Kingdom and Canada and the
second largest in the United States by volume and JEMČA is Czech Republic's leading tea
company.
Tata's tea plantations in Munnar, India
The company was rechristened as Tata Global Beverages to include the range of health and
nutritional beverages it wants to enter into. Via subsidiary companies, Tata Tea manufactures 70
million kilograms of tea in India, controls 54 tea estates, ten tea blending and packaging factories
and employs around 59,000 people. The company owns 51 tea estates in India and Sri Lanka,
especially in Assam, West Bengal in eastern India and Kerala in the south. The company is the
largest manufacturer of Assam tea and Darjeeling tea and the second-largest manufacturer
of Ceylon tea.
Set up in 1964 as a joint venture with UK based James Finlay and Company to develop value-
added tea, the Tata Tea Group has now product and brand presence in 50 countries. It is one of
India's first multinational companies. The operations of Tata Tea and its subsidiaries focus on
branded product offerings in tea, but with a significant presence in plantation activity in India
and Sri Lanka.
The consolidated worldwide branded tea business of the Tata Tea Group contributes to around
86 per cent of its consolidated turnover with the remaining 14 per cent coming from bulk
tea, coffee and investment income. The company is headquartered in Bangalore. With an area of
approx 159 km² under tea cultivation, Tata Tea produces around 30 million kg ofblack
tea annually.Instant tea is used for light density 100% teas, iced tea mixes and in the preparation
of ready-to-drink (RTD) beverages.
Tata Tea owns five brands in India: Tata Tea, Tetley, Kanan Devan, Chakra Gold, and Gemini.
The company has a 100% export-oriented unit (KOSHER and HACCP certified)
manufacturing instant tea in Munnar, Kerala, which is the largest such facility outside the United
States. Tata Tea has subsidiaries in Australia, Great Britain, United States, Czech
Republic and India.
About Tata Global Beverages
Launched in 1985, Tata Tea was responsible for starting the polypack revolution in tea. The
brand was built on the support of the garden fresh story, with the platform of 'Asli Taazgi'. From
a single variant, this brand today has 4 variants – Tata Tea Premium, Tata Tea Gold, Tata Tea
Agni and Tata Tea Life.
Tata Tea Premium, the portfolio's flagship brand, is currently the largest packet tea brand in the
country with an All India value share of 10.1%.
Tata Tea Gold, the portfolio's premium brand, was launched in 2003. The brand continues to
record rapid double digit growth and is already 20% the size of the flagship brand.
Tata Tea Agni, the portfolio's economy brand, has very rapidly established its foothold in this
market segment, enabling gains from local and regional brands.
Tata Tea Life is the latest introduction to the portfolio, launched on the health and wellness
platform.
Tata Tea has been rated as the No.1 beverage brand in the country and has been listed in
Superbrands (Top 100 Brands in the country). The brands has also won numerous consumer
awards viz, AMGF Mera Brand award and the Reader's digest platinum award to name a few.
The four Tata Tea brands are under a unified marketing platform, aimed at communicating to the
consumer a single, unified message in terms of emotional connect.
The communication attempts to migrate tea from being a physical and emotional revitaliser to
becoming a catalyst for 'social awakening' with the message 'Har Subah Sirf Utho Mat,
Jaago Re'. This establishes thought leadership for the brand to go along with its market
leadership
About Jaago Re!
Every morning, all of us wake up, and go on about our daily routine. Never pausing to look at the
garbage strewn about the streets. Ignoring the beggars who lurk in every nook and corner.
Denying the existence of the potholes that we drive over. Never thinking twice about bribing
bureaucrats to get our work done. And never making the effort to vote, even if it just happens
once every few years.
The problem we face is our blatant apathy towards all these issues. We just refuse to make the
effort to bring about a positive change.
Tata Tea, the market leader within the tea category, believes that it has a social responsibility to
create awareness about the problems that our country faces, and to initiate positive action to help
society break free from apathy. And thus, the Jaago Re campaign was born, which communicates
the message that merely waking up is not enough; we need to awaken to all the problems facing
us, and to help bring about a positive change. Har subah sirf utho mat. Jaago Re!
For 16 children, it was the chance to realize their greatest dream. Tata Tea Soccer Stars, a
nationwide school football tournament initiated by Tata Tea, identified the best young talent
from across the country, and sent them to train with the legendary youth coaches of one of
football’s biggest clubs, London’s Arsenal FC, for a period of two weeks. The sixteen finalists
then proceeded to create history at the Royal Hallway Stadium in London by winning the Plate
Cup at the 18th Arsenal International Soccer Festival, and became the first ever Indian team to
win the cup. And thus, a sport that had been neglected in the country for years took big strides
towards awakening.
After establishing the concept of Jaago Re last year, it's time to take it to the next level this year.
And the biggest event for the next twelve months in the country is the general assembly election.
We have a country of more than a billion pe ople and majority of them are youth. This segment
is educated, tech-savvy and modern in outlook. And yet, it is indifferent and cynical towards
elections, and uneducated about voting.
So this year's campaign, Jaago Re!, aims to awaken the entire country, including the youth. With
plans to create awareness in colleges and organizations in 35 cities across the nation, Jaago Re!
will create a platform to help the people vote. The take away message of their on-ground and
online campaign being, "If on Election day you're not voting then you're sleeping".
The challenge today is our blatant apathy and indifference towards all the problems facing our
nation. We choose to turn a blind eye and make the right excuses for everything going wrong.
It’s time to awaken, and be the change you want to see.
For two years now, Tata Tea’s iconic war cry, “Har subah sirf utho mat. Jaago Re!” has
awakened millions of Indians to the issues plaguing our country.
“Any tea can wake you up; but only Tata Tea can awaken you.”
Armed with that powerful idea, Jaago Re first awakened people to what they should expect
from their leaders; and then awakened them to the need to go out and vote.
Tata Tea and Janaagraha joined hands:
Tata Tea partnered with Janaagraha to launch ‘Jaago Re One Billion Votes’, a campaign to
mobilize citizens of India to register and cast their votes in the assembly elections. It was a drive
against apathy and cynicism towards political system. Against a belief that one vote in a billion
does not matter. The impact is visible - above 6.5 lakh Indians have used the Jaago Re platform
till date to register as voters.
While trying to identify the next campaign idea, they came across the following information.
The World Bank has recently identified the single biggest obstacle facing India today. It isn’t
population. It isn’t illiteracy, either. It’s a disease that affects over half a billion Indians, a disease
so deep-rooted that it’s considered part and parcel of everyday life.
Jaago re! Against Corruption:
And we at Tata Tea decided to awaken the entire nation to this omnipresent problem.
The current Jaago Re campaign urges the citizens of the country to awaken and fight against
corruption. The campaign aims at not only creating awareness about corruption but also inspiring
people ‘To be the change you seek’. The message of the campaign is to stop pointing fingers at
the others and take start doing their bit. It urges people to take a pledge that they will not pay
bribes. The campaign seeks to highlight the key message that there would be no bribes taken if
no one was to offer it.
So in our lingo, it is “Aaj se Khilana Bandh … Pilana Shuru”!
Jaaogo re not just against corruption, also wants to encourage Aspiring sports stars:
In another manifestation of the Jaago Re message, Tata Tea has been giving talented children a
chance to realize their greatest sports dream. Two years ago, Tata Tea Soccer Stars, a nationwide
school football tournament initiated by Tata Tea, identified 16 young sportsmen from across
the country, and sent them to train with the legendary youth coaches of one of football’s
biggest clubs, London’s Arsenal FC, for a period of two weeks. The sixteen finalists then
proceeded to create history at the Royal Hallway Stadium in London by winning the Plate Cup at
the 18th Arsenal International Soccer Festival, and became the first ever Indian team to win
the cup. And thus, Tata Tea helped awaken people to the young sports talent within our country
in a neglected sport like football.
About Jaago Re! Voting Campaign
Jaago Re! is a non-partisan national campaign launched by Tata Global Beverages, to awaken
and enable the citizens of India, especially the youth, to register for voting. Its core mission was
to register everyone in India to vote in the next 5 years, for better governance. In the launch year
(2008-09), the campaign targeted the top 35 cities of India, and aimed to register millions of
youth before the 2009 general elections.
This initiative sounds a wakeup call for the billion people of this country to unite and bring about
change. A change in the quality of governance that can happen only with active participation
through voting, and electing quality leaders. A change by strengthening the roots of Indian
democracy.
Online voting Registration: www. Jaagore.com:
The uniqueness of this campaign is the way technology has been innovatively leveraged to
address the fundamental challenges in voter registration process. There are many hurdles which
citizens face in the current voter registration process, enough to test the patience of even the most
determined citizen! The issues range from getting accurate answers on how the process exactly
works, knowing your Assembly Constituency, where to drop your registration form, whether you
have made it to the voter list or not etc. etc. The website www.jaagore.com, aims to provide a
one-stop-shop solution to all your voting needs.
One of the key innovations is the launch of India’s first online voter registration engine, which
allows you to fill out your voter registration form online within 5 mins! The engine has an added
feature (in the 35 target cities) to locate your house address on your city map through a GIS
application, in order to determine your Assembly Constituency. Click here to know about the
other innovations and benefits of registering at www.jaagore.com
The campaign focuses on empowering the youth of India to lead the change themselves. The
youth of India have the passion and potential to make a difference, what is missing is an enabling
platform. This is what Jaago Re! aims to provide. The campaign provides opportunities and tools
to the youth to run their own voter registration drive – amongst their friends, community or at
their campuses – and even track the number of people they have registered at www.jaagore.com.
Till date, more than 6 Lakh registered users have used the portal to register to Vote. So
Jaago Re! It's about time
