Aravali Institute of Management

Major Research Project

at
Tata Tea
Submitted In partial fulfillment for the
award of the post graduate diploma in
management
2009-11

Faculty Head: Submitted By:

Dr. Jyotsna Haran Mr. Mahesh Phophalia
 Preface

It is well evident that practical experience is an essential part of every professional course
and practical learning in any organization is must for every individual who is undergoing
management course.

Visiting the company has made me to know how theoretical knowledge is put into
practice. No study can be termed complete if there is no practical experience. Practical
exposure no doubt has contributed a significant amount of knowledge to me along with
real life experience and was an ideal combination of academic knowledge and practical
experience.

I take this opportunity to present this report & sincerely hope that it would be of great use
to its readers.

Mahesh Phophalia
 Acknowledgement

I am grateful to Prof. Varun Arya (Director, Aravali Institute of Management) for

providing me an opportunity to visit the company Tata Tea.

I am greatly indebted to express my gratitude towards Mr. Ravindra Pillai (Business

Development Manager) for giving me an opportunity to visit the company and extending
his support, help & guidance in preparation of this project without which this project
could not be completed.

I am also thankful to Dr. Jyotsna Haran (Associate Professor, Aravali Institute of

Management) for her immense support & guidance.

Mahesh Phophalia
 TABLE OF CONTENTS

• Objective of the Study 1

• Executive Summary 2
• About Food & Beverage Industry 3
• Introduction to Tata Global Beverages 6
• Areas of Business 7
• Strategy Pillars 9
o Brand
o Distribution
o Process
o People
o Product & Innovation
o Sustainability
• Financial Highlights 17
• Research Methodology 19
• References 20