Drive digital and innovation
We are driving digital transformation across the value chain and defining a clear roadmap to simplify and synergise processes.
We have undertaken end-to-end digitalisation of our
channel partners and field force and bolstered
our capabilities in
e-commerce.
We implemented Integrated Business Planning to drive efficiencies in our supply chain. Data driven insights and analytics are other areas of focus for us, going forward.
Solid inroads into e-commerce
INDIA
We identified e-commerce as a strategic focus in India and in the past year, worked to enhance people capabilities, process enrichment and system capabilities to drive analytics-based decisionmaking. We established clear goals with key partners and conducted regular reviews as part of joint business planning process, which achieved 100% growth last year across key accounts.
Performance highlights FY 20-21
E-commerce contribution to overall sales increased from 2.5% in FY 19-20 to 5.2% in FY 20-21
- E-commerce contribution to overall sales increased from 2.5% in FY 19-20 to 5.2% in FY 20-21
- Introduced products on e-commerce like Tata Tea Tulsi, Gold Care, Quick Chai, Sonnets from Tata Coffee, Tata Sampann Mixes, Thin Poha, Thick Poha, Pulses Combi packs. New products launched cumulatively contributed 4% of overall e-commerce sales
- Launch of premium coffee and luxury tea range through D2C model
Tata Sampann and Tata Soulfull on e-commerce
- Tata Sampann pulses and besan growth has been led by e-commerce in the last 5 years
- It is currently the top category in our portfolio in e-commerce channels.
- E-commerce-specific combo packs and cross-category promotions executed in FY 20-21
- Tata Soulfull has a very strong e-commerce reach and is growing rapidly
Strengthening D2C with Nutrikorner
- Consolidated portfolio now on Tata Nutrikorner to enable content to commerce
- Revamped the website with advanced UI/UX and industry-best plugins to enable convenient customer shopping experience and facilitate loyalty programmes, WhatsApp Messenger notifications, among others
- Defined digital acquisition funnel with precision targeting and highly relevant communication
- Integrated plans with top partners like Google to bring in more innovation
Solid inroads into e-commerce
UK
There has been marked growth in the online channel in UK. For the top 4 grocery e-tailers, ~18% of sales is through online as opposed to only ~10% during pre-COVID times.
Performance highlights FY 20-21
- Tetley is winning online, with 18.6% of all sales happening via online channel compared to overall tea category sales remaining at 17.8%
- Registered 500%+ growth on Amazon.
- Across the top 5 online retailers (including Ocado) we have grown 80% (vs category growth of 70%)
Key launches and activations
- E-commerce-led launch of Good Earth on our D2C consumer website supported by Instagram during the pandemic. This was followed by the launch on Ocado, Sainsburys.com and Amazon
- Launched all new products of Tetley on our e-commerce channels with increased split of online investments.
- Significantly improved our digital shelf presence with SEO optimised content, mobile optimised images and ratings and review campaigns
- Activated ‘Search’ campaigns, media callouts
on ‘Favourites’, ‘Offers’ page and targeted
e-coupons