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Tea History

The history of tea is long, rich and diverse. However, the Chinese deserve the credit for its
discovery. Legend has it, in 2737 BC, the Chinese emperor Shen Nung was sitting beneath a
tree while his servant boiled drinking water. When some leaves from the tree blew into the
water, an unknown mixture was created. Shen Nung, a renowned herbalist, fell in love with
the mixture that was created by accident, and started working towards recreating it. When he
succeeded, the result was a drink that we now call tea.
The Chinese were also the first people to realize the true potential of this almost-magical
substance. The Han Dynasty used it as a medicine. The classical Chinese philosopher Laozi,
quite poetically, described tea as "the froth of the liquid jade" and thought it to be an
essential ingredient in the elixir of life.
After winning hearts in China, it was time for tea to turn to Europe, where it quickly attained
cult status and spread from Holland to other parts of continental and western Europe. Due
to its high price, however, tea remained an indulgence for the rich.
These were still the times when tea was yet to be the rage that it is today in the UK. Although
it is likely that the sailors of the British East India Company had tasted tea and possibly also
brought it back home as a gift, the first dated reference to tea in the UK was in a newspaper
advert in 1658.
The turning point for tea in the UK was however the marriage of Charles II to Catherine of
Braganza, who was a Portuguese princess and a tea addict. It was her love for the drink that
established tea as a fashionable beverage first at court, and then among the wealthy classes
as a whole. With the increasing fascination for the drink among the people, the British East
India Company, sensing a business opportunity, began importing tea to their country since
1664.
The British welcomed tea with great excitement. It quickly became a range among those who
had drunk it and an extremely popular beverage in coffee houses. At this point, however, tea
was well outside the reach of the working class. Mainly because of the huge tax on it, the
prices of tea were so high that only the upper class and the upper-middle class could afford
it. This eventually led to an unforeseen consequence as the curiosity and the excitement
about tea grew in the UK. Those who could not afford tea, legally, would find distributors
who would initially smuggle small amounts and sell them to personal contacts. This tea was
neither quality controlled, nor taxed, and was something almost anyone could afford. What

started as a small smuggling racket eventually transformed into a massive organized crime
by the end of the eighteenth century, selling about 7 million lbs as opposed to 5 million lbs
that were sold legally.
Another issue of increasing concern for the British government was the adulteration of the
drink and the complete absence of quality control on the illegal import of it. Some of the tea
smuggled was from leaves of other plants, and to get the desired colour, anything from
sheeps dung to the poisonous copper carbonate was mixed with it. By 1784, the government
realized that the heavy tax on tea was creating more worries than it was worth and reduced
the drastically tax from 119 per cent to 12.5 per cent. Quite dramatically, once this happened,
the smuggling stopped almost overnight.
The history of tea saw a major twist with the end of the East India Companys monopoly on
trade with China in 1834, which forced the company to look for other locations for growing
tea. India had always been the center of the companys operations, and they began the
cultivation of tea in the country, starting with Assam.
Another great impetus to tea drinking resulted from the end of the East India Company's
monopoly on trade with China, in 1834. Before that date, China was the country of origin of
the vast majority of the tea imported to Britain, but the end of its monopoly stimulated the
East India Company to consider growing tea in China. India had always been the center of
the Company's operations, where it also played a leading role in the government. This led to
the increased cultivation of tea in India, beginning in Assam. In 1858, when the British
government took complete control of the operations in India, they were equally enthusiastic
about the cultivation of tea and began producing huge amounts in Assam. In 1888, for the
first time, British tea imports from India were greater than those from China.
By the early 20th century, tea had become an integral part of the English lifestyle, and by
1950s tea attained unmatched popularity in British colonies such as India and Pakistan. The
cultivation of tea in places other than Assam such as Darjeeling began growing rapidly with
the popularity of the drink, which always remained on the incline in India.
In 1966, Taj Mahal, Indias premium brand of tea, was established.

Taj Story

For while India has romanced tea ever since the first tea plantations were laid out on
the misty banks of the Brahmaputra in the 1830s, that was the year when the story
took on a new shade.
For in that year, in a tea taster's chamber in Kolkata, Brooke Bond Taj Mahal Tea was
born. India's first premium brand, it emerged onto the market with a promise never
made before - fostering excellence to savour the best. As palates filled with the
exquisite flavour of the best tea leaves from the choicest gardens of Upper Assam, it
dawned on India that the culture of tea-drinking had reached another plane.
In the years that followed, Brooke Bond Taj Mahal entered Indian hearts as one of
the country's most loved indigenous brands. The most remembered phase in the
brand's history came in the 1980s - with the signing on as brand ambassador of a
young man with tousled hair, seraphic smile and exceptional skill honed by hours of
practice. Zakir Hussain, the rising star of Indian Classical Music, he personified the
brand's values. And just as he foreswore all appreciation by saying 'Arre huzoor, wah
taj boliye!', Taj Mahal too could rest on its laurels - of having delivered to India a
'hazaaron mein ek' experience.
Relive some of that era's TV advertisements here.
Fine tea for fine tastes
As the old saying goes, times change and we are changed with them. As Brooke Bond
Taj Mahal entered the tumultuous decades of the 1980s and 1990s, we kept with the
times. Lives got more hectic and customers began to demand that things be delivered
to them ever faster - even their daily cup of tea.
It was a challenge we took on with delight - delivering tea that could be brewed
faster, and yet tasted exactly how customers have always expected their cup of Taj
Mahal to taste. Applying our long-standing principles, we created a new blend that
would go on to become another of India's iconic brands - Brooke Bond Taj Mahal Tea
Bags. Launched in 1987, they were a first in India. Since then, we've never looked
back. The time to rest on laurels was over.
We went on to introduce another game-changer: vacuum-sealed packs. A technology
that locked the packed tea in a time-warp, letting it stay fresh right to the time it was
brewed - which could be many months after it left the factory. This meant that your
enjoyment of the tea never diminished, from the first cup to the last.

New times demanded a new face - which represented both modernity and tradition.
Saif Ali Khan, the accomplished actor and symbol of modernizing India was the
perfect fit.
A New Tea for a New Century
A new century - nay, a millennium - brings in its wake a new way of thinking. As the
winds of globalisation brought new tastes to India (and took Indian tastes to the
world), Brooke Bond Taj Mahal Tea has kept pace with the times. Indian tea drinkers
found new buzzwords to excite them - Green teas, spiced teas, Earl Grey, English
Breakfast. And one brand they trusted most to deliver on their new expectations Brooke Bond Taj Mahal.
Taj Mahal's response was a wide range of flavoured green and black tea bags, from
British classics like English Breakfast and Earl Grey, to Indian loves such as
Cardamom or Ginger tea.
Innovation has also been pressed into service to improve our core product. Our
patented TESS technology revolutionises the way tea is made - improving the
strength of the tea while maintaining its exquisite flavour. This new jugalbandi is
represented by our current brand ambassador, Madhuri Dixit-Nene. An icon of
excellence in the field of dance and cinema, and heartthrob of millions.
Looking forward
In the years to come, Brooke Bond Taj Mahal assures you that we will continue our
journey of excellence. You can look forward to the introduction of 'select teas', singleorigin teas from Darjeeling, the Nilgiris and Assam, created for the ever-demanding
palate of our customers.

Taj Story

Our brand ambassadors through the decades have symbolised this commitment, a
joint celebration of achievement in many fields.
The sound of Darjeeling - Niladri Kumar

Taj Mahal tea re-establishes its association with Indian


Classical Music, as Niladri Kumar becomes its new face. From the age of four, under
the guidance of Pt. Kartick Kumar, a disciple of Pt. Ravi Shankar, Niladri has been
mastering the sitar. Today, he is hailed as one of the energetic new voices in Indian
classical music, with a profound understanding of different styles and mastery of
technical skill.
A player for the 21st century, he is the inventor of the zitar - the electronic sitar. Be it
his highly acclaimed Indian Classical Music recitals or his rave-reviewed World
Music concerts, Niladri has something captivating for both the orthodox and the
progressive music lover. We are proud to make him our new face, and begin a new
journey with him to a new height of excellence. He is the creator of Raag Darjeeling a classical masterpiece specially crafted for Taj Mahal.
Confidence, Clarity and Consistency - Ayaan Ali Khan

Ayaan Ali Khan represents the seventh generation of a musical


lineage known as the Senia Bangash School. The younger son and disciple of the
sarod titan Ustad Amjad Ali Khan, Ayaan stepped into the world of music with the
Sarod, at a very early age, with confidence, clarity, consistency and technical mastery

that he learnt at his father's knee. Ayaan has been performing concerts in India and
around the world, since his solo debut at the age of eight.
Over the years, Ayaan has carved out a special niche for himself in the world of
music. His approach, vision and versatility make him an icon for the youth in the
music industry. His contribution in making the Sarod a cross-over instrument in a
variety of genres has projected him as an artist of high repute.
Taking Indian Music to Modern Times - Rahul Sharma

A versatile musician, Rahul Sharma loves to take the tougher


path. To begin with, he chose Santoor, an instrument with hundred strings. Then he
chose the ancient and extremely demanding idiom of Indian classical music to
harness and express his creativity. After diving deep within this time-tested ocean, he
has taken the un-treaded path and tried the never-before. Over time, he has created a
vast body of work, where various modern genres co-exist comfortably with his first
love Indian Classical music.
Rahul has gone a long way in fulfilling the dream of his father, Pt Shivkumar sharma
in making the Santoor an indispensable in the world of music across the globe. He is
"India-in-the-Twenty first Century" personified.
The jugalbandi of strength and flavour - Madhuri Dixit

Our brand ambassador both departs from, and continues, our


rich traditions. Brooke Bond Taj Mahal brings you a perfect combination of strength
and exquisite flavour. This jugalbandi is represented by our brand ambassador,
Madhuri Dixit-Nene. An icon of excellence in the field of dance and cinema, and
heartthrob of millions.
She too is a perfect combination - of inner strength and determination as she
negotiates the roles of mother and star, and of the flavour and variety that she
brought into the many roles she essayed on screen. To know more about how the
relationship between Madhuri and Taj is creating a new idiom, visit our blog, or join
us on Facebook.
Mingling modernity and tradition - Saif Ali

The dawn of a new millennium brought tremendous change to


India. As Indians discovered new tastes from across the world, and yet celebrated
their own culture more vigorously, a new idiom came into being. Taj Mahal evolved
with the time - introducing both new technologies and a new look.
New times demanded a new face - which represented both modernity and tradition.
Saif Ali Khan, the accomplished actor and symbol of modernizing India was the
perfect fit. Effortlessly elegant, he straddled both old and new. At once the young
Nawab of Bhopal and Pataudi, and also the portrayer of such diverse roles as
LangdaTyagi (Omkara) and Cyrus Mistry (Being Cyrus). Just as Taj Mahal
represented the continuity of the best traditions of tea-making, while embracing the
modernity of technology to deliver the best quality.
Hazaaron mein ek - Zakir Hussain

Think Taj Mahal, and you will find yourself drawn to thinking
about Ustad Zakir Hussain. And why not, for his relationship with Taj Mahal has
itself become iconic - the longest relationship between a brand and a brand
ambassador, ever.
Who might have guessed this when we signed on a young man with tousled hair and
seraphic smile, in the 1980s? Yet he personified the brand's values - of excellence,
honed with rigour. Just as Zakir Hussain became the rising star of Indian Classical
Music through long hours of practice, Taj Mahal was crafted by thousands of trials to
choose only the best blend. And just as he foreswore all appreciation by saying 'Arre
huzoor, wah taj boliye!', so too could Taj Mahal too rest on its laurels - of having
delivered to India a 'hazaaron mein ek' experience.

Where there is tea, theres hope.


- Arthur Wing Pinero
Tea is one of the mainstays of civilization in this country.
- George Orwell
There is something in the nature of tea that leads us into a world of
quiet contemplation of life.
- Lin Yutang
Tea is the religion of the art of life.
- Anonymous
Tea is a divine herb.
- Xu Guangqi
A cup of tea is a cup of peace.
- Soshitsu Sen XV
Truth lies in a bowl of tea.
- Nambo Sokei
Each cup of tea represents an imaginary voyage.
- Catherine Douzel
Tea is drunk to forget the din of the world.
- T'ien Yi-heng
You can't get a cup of tea large enough or a book long enough to suit
me.
- C. S. Lewis

Taj Mahal Tea


Parent Company

HUL

Category

Beverage

Sector

Food Products

Tagline/ Slogan

Wah Taj; Sirf Chai nahi ye hai Taj

USP

Only tea brand in India to be sold in Vacuum sealed packs


STP

Segment

People looking to make tea instantly

Target Group

All people in the upper and middle class

Positioning

As elegant and wonderful as Taj


SWOT Analysis
1.Rich taste and flavor
2.Unique aroma
3.Good packaging
4.Good advertising/ brand visibility
5.Tea bag variations

Strength

6.Brand Ambassadors

Weakness

1. Affected by moisture/storage problem


1.Corporate tie-ups/ hotel tie-ups

Opportunity

2.Cheaper packets for rural areas

Threats

1.Competing tea brands 2.Preference for people having


coffee or other beverages
Competition
1.Society Tea

Competitors

2.Tetley Tea

Ranges of Taj Mahal Tea


The product range consists of the following seven flavours:
1. Lemon Black tea with a dash of lemon

2. Ginger Black tea with a tinge of Ginger

3. Cardamom Black tea with enriched with Elaichi

4. Masala Black tea with various spices like clove and cardamom

5. Darjeeling Darjeeling long leaf blend black tea

6. English Breakfast Full bodied black tea blend

7. Earl Grey Black tea with the extract of the bergamot orange fruit

8. Other ranges