RURAL MARKETING

Name : Sanika Vijay Shinde

Roll No : 44 TYBAMMC Sem 6

Kirti .M. Doongursee College

Topic : Gaon Chalo Abhiyaan by Tata Tea

 ABOUT THE COMPANY

Tata Tea Ltd. is one of India's leading tea companies and is the seco nd largest supplier of branded tea
in the world.

Vertically integrated, Tata Tea produces 40 million kilograms on 18,000 hectares on about three dozen
plantations in India and Sri Lanka.

Branded tea accounts for 86 percent of sales, with the remainder coming from bulk tea, co ffee, and
investments. The subsidiary Tata Coffee has 8,000 hectares under production, producing more than
9,000 metric tons a year.

Tata accommodates every budget with its brands sold in India, which include Tetley, Kanan Devan,
Chakra Gold, Gemini, and Tata Tea (one of the country's top sellers).
 ABOUT THE CAMPAIGN
Tata Tea, though among the smaller Tata companies, has been the most active , internationally. The
world sat up and took notice when it acquired Tetley, a company then nearly twice its size, in an
audacious leveraged buyout in 2000.

Tata Tea may be relatively small, but it’s always been at the vanguard of the Tata globalisation saga.
Even today , the most globalised company in the Tata portfolio is not Tata Steel or Tata Motors or even
TCS, it’s Tata Tea.

Today, 18% of Tata Motors’ revenues and 20% of Indian Hotel’s revenues comes from international
operations, for Tata Tea, it’s 70%. And of course, far more people around the world drink Tata Tea
products than TCS products. Tata Tea is now the second largest player in the branded tea segment
globally and has a presence in 40 countries.
PRODUCT AND PLACE