Tata Tea, the largest tea manufacturing company in India intends to revamp its identity and get a complete makeover in terms of a new enterprise. The Tata Tea is in the process of building an enterprise with a turnover of $10 billion,10 times the current figure, five years from now.
Tata Tea owns four global brands—Tata Tea, Tetley, Good Earth, and Himalayan. While Tetley is already a worldwide brand, Tata Tea and Himalayan are strong brands in the Indian market and Good Earth a strong player in the US. The company plans to focus on distribution to make the brands global.
Percy Siganporia, managing director, said the company would continue to expand in Russia, CIS, the Middle East, South America and South Africa. International consultants are currently working on the rebranding strategy, as well as the new name and logo of the company, which would be finalized over the next two-three weeks.
The company aims to have one cohesive company which would then monitor the operations across the globe.