Brewing Success: The Art of Building Indian Tea as a Global Brand

Indian tea has long been synonymous with quality and flavour, captivating the taste buds of tea enthusiasts around the world. As a staple beverage in India, it holds a special place in the hearts of millions. However, in today's scenario with stiff competition from not just the very competent neighbouring producers but also earlier unknown origins, it is crucial for Indian tea to not only maintain and upgrade its reputation but also establish itself as a memorable brand as a whole, by combining all the goodwill it has generated with its various internationally reputed teas individually over the last 100+ years. Building a strong brand identity for Indian tea is of utmost importance to continue with its century old legacy.

Why is Building a Strong Brand Important for Indian Tea?

Though India is known for several of its iconic teas like Darjeeling and Assam, we have failed in

1. Creating a combined value proposition of all our well known and much loved teas to create a global awareness about Indian tea as a whole.

2. We have not yet able to build awareness of our teas that come from other tea growing regions like Sikkim, Arunachal Pradesh and even Nilgiris, or Kangra, even though they are being loved globally and even winning awards at prestigious global platforms. These teas are still not considered “Indian” tea in the minds of the global consumer because we failed to build that awareness.

3. Perhaps, the most unfortunate part is that, even after 200 years of being in business, we have failed to create a single global Indian brand that could truly represent India internationally. In other words, we have failed to create our very own Dilma.

4. We are failing our small tea growers who are continuously striving to create some of the best teas from the region, yet are struggling to put their product on the global maps. It is these small farmers across India who are actually brining in innovations in idea, product, technology, and packaging, yet most of them are struggling to survive. A unified Indian Tea brand will also help put the much desired limelight on these farmers.

5. Because India has always focused internally selling most of its tea produce within the country where there is a huge demand for the cheaper versions of the tea, India has failed to keep track of the global trends that are slowly but swiftly changing the way people are looking at this unique beverage. Tea is no more a drink you take in the mornings; it is now a lifestyle, luxury beverage that competes with the best wines in the world.

We have been so content exporting our Darjeeling and Assam at a cheaper prices to international wholesale buyers / auctioneers that we have very happily transferred our power of earning the true value of our crème de la crème brands as well to them.

It’s time we claim our power over our own tea back to us, present India as a country of opulent opportunities when it comes to variety and quality of teas, and be ready to compete in the global stage. It’s time we move away from seller’s attitude and start offering Value to the global tea connoisseurs who are waiting to be swept off their feet with good, fine teas from India.

As a Brand and Marketing strategist, let me share here some ideas on possible Key Marketing Initiatives for Building an Indian Tea Brand. However, please do keep in mind that this not the first step towards building a brand for Indian Tea, nor are they comprehensive. The first step would require top level strategy, planning and creating purposeful teams to work as per a combined vision and objectives. The marketing initiatives will follow the India Tea Brand strategy and vision.

Creating a Unique Brand Identity for Indian Tea

To build Indian tea as a recognizable brand, it is crucial to create a unique brand identity that sets it apart from other teas in the market. This can be achieved by focusing on the distinct flavour profiles and characteristics of Indian tea. Whether it's the robustness of Assam or the delicate aroma of Darjeeling, or the innovations of the small tea farmers, highlighting these unique qualities help consumers associate them with Indian tea. Additionally, incorporating elements of Indian culture, heritage and legacy into the brand identity shall create a sense of authenticity and allure.

Developing a Memorable Brand Story for Indian Tea

A compelling brand story is a powerful tool in building an emotional connection with consumers. For Indian tea, the brand story can revolve around its rich history, traditional cultivation methods, and the generations of tea growers who have dedicated their lives to perfecting the art of tea production. By sharing this story, the Indian Tea brand can evoke a sense of nostalgia, authenticity, and craftsmanship, making it more than just a beverage but an experience to be cherished.

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Leveraging Digital Marketing for Indian Tea Brand Promotion

In today's digital age, a strong online presence is crucial for brand building. The Indian Tea brand should leverage various digital marketing strategies to promote its brand and connect with the global audience, find niche markets, reach unknown territories.

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Incorporating Traditional Marketing Strategies for Indian Tea Brand

Beyond the usual print media and television, the Indian tea brand need to focus more on global trade shows and exhibitions and instead of just be there to display produce, the endeavour should on creating a more immersive and experiential offering.

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Building Brand Loyalty through Customer Engagement

Engaging with customers and building awareness would be the key to building a strong brand loyalty. The Indian tea brand should draw out detailed programs and events only for this purpose. This can include organizing tea tasting events, information sessions, and tea tourism for global tea drinkers, etc.  .

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Showcasing Indian Tea as a Premium and High-Quality Product

To establish Indian tea as a premium and high-quality product comparable to our biggest competition, it is important to highlight our unique production methods, stringent quality control measures, and the use of natural ingredients.  The world of tea drinkers is now obsessed with organic produce. And we need to meet that need. Obtaining quality certifications and displaying them prominently on packaging and marketing materials shall enhance the brand's credibility and desirability.

Collaborating with Celebrities and Influencers to Promote the Indian Tea Brand

Influencer marketing is a powerful tool in today's digital landscape. Why not have a global tea ambassador for the Indian tea brand? An Indian with international allure and impeccable reputation, perhaps?

Why not put Indian tea in mega movie projects (brand placement) and high rated international series, as Sri Lankan and Korean tea are doing for a while now? The quickest way to reach new age audience and be part of their lifestyle, habits and culture.

Conclusion: The Future of the Indian Tea Brand and Its Potential for Success

As the demand for specialty teas continues to rise, the future of the Indian tea brand holds immense potential for success. With its rich history, exceptional taste, and cultural significance, Indian tea has all the ingredients to brew success as a recognizable brand where all the regional produce are brought under one roof and offered to discerning global audience.

But the question is who is going the bell the cat? And do we really have any intention of creating value out of a product which is truly valuable, or do we stay our course in being a tea supplying nation.

It has to be a combined effort and if we want our Indian tea to earn its true value, everyone in this industry shall have to join hands in making it happen.

As a lover of Indian tea and an eternal optimist, I say let's raise our cups to a global Indian tea brand and let’s truly indulge ourselves to the art of building a strong, memorable, valuable and premium Indian brand and savour its journey towards success.

To Our Cuppa,

Susmita Das Gupta

Tea Artist & Tea Consultant

Marketing & Brand Strategist

itsourcuppatea@gmail.com

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