September 18, 2014: On Wednesday, Tata Tea re-launched the Kanan Devan brand in the state of Kerala. This re-launch of the tea brand is a move by the firm to achieve an increased market share of 30 percent from Kerala alone in the next couple of years. The product was launched by its brand ambassador, Mohanlal, Malayalam actor and he has commented that it is nostalgic and he is again the brand ambassador of this brand after a whole 13 years.
It is to be noted that the current market share of Tata Tea acrossIndiais 22 percent and the company is eyeing forward to increase this to 25 percent within a stipulated time frame of two years. In the state of Kerala, the firm has a market share of 25 percent and it is targeting to shoot the figure to 30 percent in two years through this re-branding move, claimed Vikram Grover, Vice-President and Marketing Head -IndiaandSouth Asia, Tata Tea Beverages.
The executive stated that the supreme and incomparable taste of the brand is due to the Kanan Devan hills located in Munnar. The hills has suitable elevation that makes the product distinct providing ideal tea growing conditions that contribute to the unique taste of the beverage This fact is claimed to have made the brand reign in the Kerala and top the competition. To make this clear, the company has come up with a new campaign claiming “As you go higher, the tea tastes better” for the tea brand.
The overall market share of tea inIndiastands between Rs 15,000 crore to Rs 20,000 crore with a per capita consumption of the beverage in the country being 0.8 kg that is pretty lower than the consumption per capita in other countries across the world. However, in Kerala, the consumption of tea per capita is 1.5 kg and this is likely to grow with a balanced demand and supply. This is the primary reason for the brand to focus on the state.
Talking of Tata Global Beverages, the brand has its presence in over 40 countries and it is the second largest tea company in the world.
