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One in three households in India wakes up to a cup of Tata Tea. The brand has used its consumer affinity to drive social awakening through a wide range of impactful initiatives.
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Over 35 years ago, Tata Tea began its journey when the packaged tea market in India was dominated by a large player with over 70% of the market share. While most thought entering this market was a high-risk proposition, Tata Tea envisioned an opportunity.

Today, Tata Tea goes beyond being just a cup of tea - it is a fresh start to a new day for millions of Indians. With its extensive range of variants through national and regional brands, Tata Tea understands the regional preferences of its consumers like no other, delivering the perfect cup of tea in a country as diverse as India.

The brand speaks to its consumers in a distinct voice, ushering a wave of collective consciousness through its landmark ‘Jaago Re’ (wake up) campaign – first launched in 2007 on Facebook. It urges the people of India to question society’s apathy towards issues of national importance ranging from corruption to voting to gender sensitisation.