Tata Tea कैसे बना No.1 Brand ? | Tata Case Study
What is the second most consumed drink after water? Aren't you wine? Not coffee at all? Not even this. The most commonly consumed drink is tea. My brother Tea India has a 90% population that drinks minimum tea once a day and many of them drink tea multiple times. If the market is so big, there is so much demand, then think how many companies will be in the market and if a company interacts between so many companies and becomes the number one in the market, then what will they call the company, Tata will call that company. So today I will tell you the story of Tata Tea. How did she come into such a large crowded market and the entire company of India's largest highest selling brand Mani and Tata Tea is also the world's highest selling brand. Because the world's highest selling brand Tetley also belongs to the Tata Group. So today's case study will teach us how to launch a new brand in such a broken market, in a competitive market, how to market it, and how to congratulate your sales. When it is said that there have been so many sales every day, now how will it increase, its solution will be found in it, what is the importance of the brand?
Why the brand is launched, you will get to learn all these things today. We will teach you their story from those businessmen and those patriots. You will get to learn how Tata did India's biggest takeover at a time when not a single Indian company had bought a foreign company. When Tata Tea itself was selling around 10 crores, then how did they buy a company that sold teabags worth ₹ 2000 crores at that time? If you will get to see an interesting detail study on this, then see the blog till the end.
The Story of TATA TEA
Tata Tea Business was started in 1963. He joined James Finland's company. The film company was doing whatever work the major had done and Tata Tea was just sitting quietly in the money investor the side. Now what happened in 1984, the Finnish company said brother, we are leaving India. Whatever the reason, he left. Now we have to handle this business, so the entry of Tata into the tea business is forceful. In 1984, when Tata Will went there, he had 53 gardens and a total length of 26000 hectares and Tata was not only India's largest tea growing company at that time, but the world's largest tea growing company. Apart from this, the instant tea that is made was also India's largest plant making instant tea and the biggest exporter was Rahul ji Tata ji sitting and got the whole empire, there is no tension, sir, from here the test starts in the story.
They are talking about their production, they are talking about production, even if they are not talking about selling tea, at this time it is not that there was a bumper margin in this business in this profit, where was the margin? The customer came in the middle, he would have produced tea, he would have produced tea, after doing the production, brother, he would have put it in the option, the agent used to buy it in the auction then If you blend and then sell in your brand, then where was the real earnings, in order to sell it to the customer, they used to sell it to the agent in which they did not have major profits, then he set the time court, which was the MD of Tata Chemical, he has said that you have tea and you do not have a brand and just having tea will not bring margins, margins will come. Being a brand . So you should also focus more on the brand than tea. Look, there will be no money in the garden, it will be like this, the work that India is doing in polythene, then you should do this, then Tata has not given time to himself towards a brand and mode producer.
Now if you are a businessman, then consider a business lesson that I always went to my market class again and again, brother, look at the marketing customer, and marketing is God, think that even after being such a big state, they say that there is no margin because the margin is in the brand brother, so if you say that Rahul ji is not margin, there is competition, go for brandy, then the brand will be made. How is it? Learn this story too, well before that, learn it now, if you are new to this channel, you are watching for the first time, you are requested with folded hands, you have come to the channel for the first time, if you are our guest, then give feedback in the comment box once that you saw the first video of my channel, how did you feel and if you enjoy watching the video, then definitely watch the rest of the video, tata's series. And if everyone likes to read that man sir guy has some strength, then subscribe to the channel once so that I know that people are liking it.
Brother, if you want to launch your own brand, then to launch the brand, first you have to understand the market, how is the market, then at that time there was nothing Indian in the Indian team market because all the brands that gave 30% of the deals were immediately given and the rest of the sector was organized that Ram made his packet and sent his packet to Bedi Sham, then it was either unorganized. And the organization was in the whole foreign songs. So Tata said that if you have to go to the brand, then understand the process of the market for the second time, then see how the process of tea is made, maybe it will be made in the gardens, even if it will be plus, then after that we keep it for the option, after the option, the agents like it, after that they hack together by taking the goods of four-five options, they blend it after blending. Packing is done back then after packing, the wholesale retailer distributor. This whole process takes eight months, so if you are fond of the old 40 years 50 years before the arrival of Tata, then whatever you wanted to take in the cup, it was broken 8 months ago.
Tata said man, you can separate yourself in this, you have your own plant, you do not have to auction, you do not want to read in other things, then your process will be done very quickly, this whole process will be done very quickly, this whole process is done till you lose your packet by plugging it. Tata Tiag went to Tata Tiag in 16 days, when the rest of the workers have a tea of 8 months old, our first product is 16 days old. I have been innovating, now come on, the thin grains of tea on the other side are not bitter, even though there is a bitter bond, and the thick grains of tea do not smell, now what else would the rest of the people do, if they did not have their own gardens, then take different types from four places and mix them and make them the same, then that was not the case in tea.
Tata said, "We will do one thing, we will not do blending, whatever is small, whatever leaf is there, let it go together, then what is the benefit of that brother, you will also get bitter and you will also get taste, so this was a product that was non-blending, like this, man, packed like this, this second thing is the indigenous concern that makes Tata Tiago different." Innovation earlier, how to get tea, got it in a normal paper bag, put it in a cartoon and put it in a normal bag, they said no man, will break the flexible poly pack here on the introduced plant, will pack it here so that it remains today, what is the color of the polypack, think hey, it came straight and fresh from the form of green, so this packaging was innovation. The most important is pricing innovation, tell me what happened sir, he said, look, the rest of the brands have their own gardens, otherwise they buy from somewhere else, then they will give commission to the agent, then they will put money on the packaging, the distributor retailer will put money on the packaging, so it was necessary for the branded to keep their expensive prices and what would the local people do to give cheap, take the useless quality man. You give it cheaper because it comes.
So they said, look what is my product, do this process, but if you do not sell it so expensive, then a little cheaper than the rest of the branded and a little more expensive than opening, now if I tell you that the open tea people will come in the morning and the people of any other company branded will come for 180 and the people of Tata are of 120, all the features of the bond are a little more than this. Not only people have taken trust in Tata and people have increased market fat, it is called brand building, I keep saying in the branding class that all of you are choosing students in the branding class, when many people in the branding class are choosing my students, in the branding class, I say that the brand will be formed when it is different from the world.
Now what is the rate of Tata and what should be different in it, the brand has become different, think of something different, become a brand, now what is your next class after branding, marketing and sales have also happened in Tata, Tata had said in the beginning, if there is no marketing in our product, then it will work, the product had strength, now if you have to do marketing, then Amjad in the middle. Khan ji's ad came that brother, add tata tea's old if you guys are tata tea Amjad Khan in which the entire remake of Chumma Chumma was made, gradually it was made popular in the month, then I say one more thing in class and you understand that the easy target group is always different, you can't give the same stool to everyone.
Tata tip premium celebrated and showed everything, hey brother, poor man can't take a different thinking, now the man has a different thinking, now the man is a different thinking, now he wants a different thing in Maharashtra, a different thing is needed in Bihar, what to do, give different brands to everyone to remove a little, then it is good that those who have low income take tata fire brand and good quality tata for higher income. Tea gold then said good in Bihar, they say fat grain, say no one in Bihar, fat grain people danapur leaf then said good Maharashtra Orissa people say that everything is thin, need dust and now say don't take tension, Tata Tea Premium is best, different brands according to different states, different brands according to different income levels and whenever you have to enter different categories, start with one brand. And create brands of different categories, everything that happens
Now someone will see that according to this range, whether income Vijay or original Vijay comes out that brand, how many brands of soap have come out of India's exaggeration, tell me in the comment box how many brands have come out in the soap case and what has happened, now a question must be coming in your mind Rahul ji, you have given this to the big Tata big company, big CEOs in this company. People take the decision, where will we small traders take the decision from, do not take tension to tell traders like you that what is marketing sir, what is the mistake in marketing, what was the mistake in marketing and what are the steps of marketing, what is a business, how to build a business, how to manage the employee, how to make sales, how to see finance, what should be your routine? For all these things, I do a live class of four hours every Sunday, whose name is Trader to CEO, all the mistakes should be told and how can he be reduced, he told me that he has the liver to become a fairy or think like a person and know his own mistakes, then the link below is given please registered income 10 to 2 hours. I will meet you on Sunday Live
Now turn on the second part of the video in which I said that you will get to hear the story of how an Indian company bought a foreign company which was many times bigger than that, then why does that story start that as soon as there is a period around 91, the market opened 91, so the market was closed, the company is not able to work in school. After 91, the market opened and Hindustan Unilever etc. these people entered the bhaiya market, these are big brands, they have the brand of Taj Mahal Lipton, they have a big brand in the market, 40% market share then small brands like goat and so on 15 brands and small regional brands and so Tata said look, you have done a lot here and do a lot. But once bhai sahab is needed and to spread outside India, he started acquiring outside India as well.
In 1996, he bought Batala Tea State in Sri Lanka, which at that time produced 1100 crore kg of tea and by buying these, the capacity of his bungalows almost doubled and the real story that you are waiting for is Aata Li that time was the second largest brand in the world. Pay Lipton was the second number and the brand was sold by Tetley, its annual city was 2000 crores, now tell me ₹ 2000 crores tea banks have not become much, look, the population of 100 crores will come in the morning and evening, then 20 days will also go in 10 days, but at that time, apart from India, Tetley was selling this big thing. This was the annual production of the 2000 crore garden. 56% of the sales were not in England, the remaining 24% were sold in that etc. and the rest were sold in the Commonwealth country, India or all other countries. Now they had a shortage, did they not have tea, now tell Rahul ji that there was no tea, it means they do not have a garden, what do they do? It was a very complicated process to mix variety of tea and re-made from 40-10 thousand gardens of the poor.
Now here I tell you the lesson to learn, they did not have tea and only the brand's butt is such a big company and we had nothing to do even after being so great. Date is the importance of the brand. I want to buy someone else, i have to buy someone else, one such opportunity also came to Tata that brother, now i should buy it, what is the benefit of buying Italy, Tata's management said, look sir, they have one brand, they will get the opening is popular, secondly, they have the mark of the whole market of England, that area market where they have not been made, we will get the whole market. They have made such a big brand, their marketing is much better than themselves, they will get to learn themselves, their buying processor will get to learn themselves.
Tetley people said what is the benefit to us and said that you will get so many gardens I have made, you will get the cost ring right, plus you will enter India, which is going to be a big market, so Tata Tetley both had the benefit of buying each other, but at that time Tata also saw the proposal, in 1994, but for some reason there was a proposal for a loan of 1500 crores something. Some buyers refused that we would not say in this way that the deal of Tetley slipped out of tata's hands in 94, then i made so much suspense, I said Italy has a debt, sometimes it keeps changing about it, came back in 1999, sir, those who had bought it after returning, they said that they do not understand how to sell back. In February 2000, Fit at Leak was bought for Rs 1900,2000 crore in 1900.
Third, he bought a company older than himself, fourth, he bought the company of England, which was his slave, who had enslaved him, he would not do the same, since then whenever Tata has grown to a different level globally, the respect of Tata Tea has also increased and the Indian company has the opportunity to acquire that the Indian company can also do something like this. This deal was a landmark deal not only for tea from today or for the whole country from today for Tata, even after this deal, there is a lot of challenge, the biggest challenge is that brother, the attitude of a small company was not going away.
Then the second tension went from Indian to even more, man, we ruled, now I will tell you what Tata did or did not do to tickle those things, I will also tell you in the next video because in the next video I am bringing you the total of Tata Group ₹ 935000 after Indian Railways and Indian C. Who will train them, how will they be hired, how will they be fired, how will they be managed, why are these employees so angry with Tata? Why are you so loyal? What does data do? The answer to all these questions is how Tata handles himself, how does he do diamonds, you are going to get it, in the next video, the next video can be two three. Came after the video because there is still one video left on Tata Steel, Tata Motor has its own video left, so brother, the channel is not subscribed yet, so do it, this is the precious pearl from which you will miss it like Ramayana was Mahabharata, this is Tata's India, this is the story of Tata, which should be missed in any different way to my channel. Don't subscribe, don't like the video and watch the video, as an Indian, you will definitely say goodbye, thank you Jai Hind and will definitely come with you with the next video and new people please brother say something thank you
- Sir Rahul Malodia
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