Tata Tea looks to separate itself from the crowd and reclaim its positioning as a socially responsible label with a new version of its Jaago Re campaign.
Better prices and smaller packet sizes help Tata Tea concoct a winning brew.
Madhu Jayanti's Rs 55-crore packet tea business so far is only in Maharashtra and Karnataka. After Eveready's tea business buyout, MJIL's tea production in India will increase from 2.4 million kg to 6.2 mkg and its income from branded tea sales will rise 53 per cent to Rs 198 crore this fiscal year itself. It will also be available in 14 states.
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