Tata Tea was set up in 1964 through a joint venture with UK-based James Finlay and the Tata

Group for manufacturing tea and coffee. Currently Tata Tea and the UK-based Tetley group have the worlds second largest branded tea operations with a presence in 40 countries. The company has portfolio of five brands in the domestic market namely Tata Tea, Tetley, Kanan Devan, Chakra Gold and Gemini. It has distribution network of 38 C&F agents and 2500 stockists catering over 1.7 million retails outlets. It has three subsidiaries namely Tata Tea Inc, Tata Coffee & Tata Tea (GB). The company has its headquarters in Kolkata and owns 27 tea estates in states like Assam, West Bengal and Kerala. It has a 100% export unit for instant tea located in Munnar, Kerala. It 15,900 hectares of land under tea cultivation. Tata Tea produces 30 million kg of black tea annually. Tetley offers customized products to each country ranging from black, green, fruit and herbal teas, iced ready-to-drink teas and an extensive range of exotic speciality tea. It caters to Australian, Middle East, West Asia, North Africa, Poland, Russia and Kazakhstan markets. Tetley contributes to two-third of the total turnover of Tata tea. Tata Tea is also into strawberry preservation business. It offers vocational rehabilitation as well as an additional source of income to elder children. Milestones Tata Tea won the Mother Teresa Commendation Award for Corporate Citizenship. It received Golden Peacock Innovative Product & Service Award. It received National Safety Council, Kerala Chapter Award (2001) for outstanding performance in Industrial Safety as Runner Up by achieving the lowest frequency rate of accidents in Gr. III(B) Engineering Industries. Future plans: Tata Tea is going in for an image makeover to attract youth consumers through its 'jaago re' campaign , its retail initiative of 'Chai Unchai' and by launching newer products like readyto-drink beverages. Key executives S.No 1 3 2 4 Name R N Tata P T Siganporia V Madan F K Kavarana Designation Chairman Managing Director Company Secretary Director

5 6 7 8 9 10 11 12 13 14 15 16

U M Rao A R Gandhi M Srinivasan A Singh J S Bilimoria V Leeladhar Ranjana Kumar Ajay Shankar P D Unsworth R K Krishna Kumar V Madan S Talwar

Director Director Director Director Director Director Director Director Director Vice Chairman Vice President Whole Time Director

Brands of Tata tea

Chakra Gold

Chakra Gold Tea is a blend of high quality Assam CTC Dust teas. Chakra Gold is a strong No 2. Brand in the high quality & high priced Premium Dust tea Market of South India. The consumer communication of the Brand centered onthe Golden Moments in the Consumer's life has been well received, and the same theme of Golden touch and Golden

woman have inspired millions of Consumers across south India to be the loyal consumers of Chakra Gold , Golden Taste. Filter Coffee

Coorg Pure is the connoisseurs' choice. It is becoming as much a part of the purist's morning as the sound of temple bells, suprabatham and the morning newspaper. A rich shot of the traditional hand-grinder, lit by shafts of morning light is a key image - that triggers off memories of a time when coffee was ground at home. It is the only brand of pure coffee available in triple laminate polypack (seals in aroma and freshness) in the market. Gemini

The brand gemini, is a dust tea, sold in the states of andhra pradesh, madhya pradesh, chattisgarh, tamil nadu and karnartaka. However the focus of this brand is to be a strong regional player in the state of andhra pradesh. this brand has a high component of assam tea, which lends to its unique strength, taste and color. gemini is the market leader in its price segment and has been re-staged twice since 1996. The brand has been successfully positioned as "a strong tea for strong family relations".

Instant Tea

Instant Tea Division caters to customer specific product and are used for light density 100% Teas, Iced Tea Mixes and in the preparation of Ready to Drink (RTD) beverages. Instant Tea powder is packed in bulk packages of 20/25/35 kg each. Kanan Devan

The Kanan Devan Tea story begins in the late 19th century when the first European settlers came to the Kanan Devan Hills in the state of Travancore. Braving a inhospitable terrain the early planters started cultivating Tea bushes in the fertile forest land of the Western Ghats. The tea they produced was exported to Europe and other countries throughout the world Strawberry

the strawberry preserve making unit of dare offers vocational rehabilitation to the elder children of the project. as part of the rehabilitation programme, a strawberry preserve-making unit is maintained by the centre where the children are not only involved in the collection, cleaning and making of strawberry preserve but are also encouraged to grow strawberries, which are then bought by the centre. Tata Instant Coffee

Tata Cafe, a 100% Pure Instant Coffee, was launched in 1996, offer a "Bush to Cup" experience in a cup of pure Instant coffee for a very competitive price. The product was endorsed by Popular film artistes like Sridevi and Renuka Sahane and ace cricketer Saurav Ganguly. Lot of innovative marketing activities have given this brand larger than life image. Tata Kaapi

Tata Kaapi, an Instant Coffee - Chicory mixture is the third player in the Instant coffee-chicory segment. This brand attempts to strike a balance between Tradition and Modernity. A blend of tradition and lifestyle imagery has been used to project this brand. Innovative marketing has been the hallmark of this brand, with everything larger than life and beyond ordinary. This brand has triumphantly entered the Guiness Book of World Records with the world's largest Coffee mug. Consumers are positively responding and it is heartening to note the acceptance gained in the most discerning coffee state of them all Tamil Nadu. Tata Tea Agni

Amigration of agni under the tata tea umbrella is an ambitious brand consolidation initiative, whereby tata tea agni, became its new offering for the economy segment. . by bringing the popular economy brand agni under the stable tata tea, the flagship brand, the company intends to further consolidate its presence in the large and promising economy segment by leveraging the tremendous equity of the flagship brand and allowing consumers access to the popular tata tea brand. Tata tea agni has been developed through painstaking consumer insight mining and satisfies the economy consumers' need for a differentiated product at an affordable price. Tata Tea Gold

September has heralded the launch of Tata Tea GOLD, a tea that has aroma coupled with a refreshing taste. The product, introduced as an upgrader variant of Tata Tea brand, has a blend of 85% CTC and 15% long leaf tea. This is a blend of tea which is visually unique and a superior taste. - a n innovation in the tea market. Tata Tea Premium

tata tea, the flagship brand of our company, was launched in 1987. The brand promises a cup of tea that gives 'asli taazgi' (real freshness) to the consumer. Tata tea used tea leaves picked from our own gardens, packed then and there at the gardens, thus sealing in the real freshness of the gardens. The 'bagano ki taazgi' (garden freshness) proposition appealed greatly to our consumers and made our brand a huge success. tata tea still maintains and delivers on its promise of bringing a refreshing cup of tea to the consumer, from the choicest tea leaves. Tata'S Coorg Double Roast

tata's coorg double roast has become india's 2nd largest filter coffee-chicory brand. The brand has captured the hopes and aspirations of the archetypal daughter-in-law. Confident, seeking to express herself and gain respect. For eg: in the ad-film the daughterin-law gains the approval of her husband and her mother-in-law too, who both exclaim "fantastic malathi". A host of new packs like internationally accepted valve packs and the 'chinna thambi' (kid brother in tamil) rs. 1. 50 pack have opened up new markets for the brand. Temptation

Tata Tea, is now offering consumers great value with the launch of Tata Tea Temptation a premium, orthodox leaf tea. Temptation will offer tea connoisseurs a Rare Flavour of Assam Leaf that delivers a unique taste and aroma. Tata Tea Temptation is the first among many new products to come from Tata Tea Limited and can be attributed to the companys sharply focussed philosophy - "the customer is

sovereign". The companys philosophy is best summed up by Mr. P. Siganporia, Dy. M. D. Tata Tea Ltd., The customer defines what they want, we refine it. Keeping in line with this commitment towards consumers, Tata Tea has always strived to give its consumers the tea they desire. Tetley

The tetley brand was restaged in the indian market in december 2004. The highlight of the restage was the launch of flavoured tea bags in four exciting flavours masala, ginger, lemon and earl grey. flavoured tea bags are available in packs of 12 tea bags, at an attractive put down price of rs. 20 per carton. the tetley flavoured tea bag range has been developed in-house, keeping indian consumer habits in mind. Tetley is the first brand to launch masala and ginger tea bags two very popular indian flavours. Keeping in mind that most indians like milk in their tea, tetley tea bags were customized to allow this, yet ensure that the consumer got a strong cup of tea