Tea-n-age

  Sargam , given the current challenges at Duncans and the competitive tea market in India, requires a multi-pronged approach targeting supply stability, brand positioning, distribution, and consumer engagement. Here’s a detailed, actionable roadmap: 1. Stabilize Supply and Quality Secure upstream supply: If Duncans’ plantations are under stress, explore: Contract farming with reliable small growers to ensure consistent CTC leaves. Partnership with other plantations to augment supply without taking full capital burden. Quality assurance: Introduce strict quality-control protocols to avoid variation in taste and aroma. Cost efficiency: Optimize processing, packaging, and logistics to ensure competitive pricing without sacrificing margins. 2. Revamp Branding & Product Positioning Refine brand proposition: Decide whether Sargam will focus on: Value-for-money CTC tea (mass-market, daily consumption) Premium/heritage brand (distinct taste, arom...

  Wagh Bakri Tea is one of India’s most successful regional-to-national FMCG brands. From being a Gujarat-based family business, it’s now India’s 3rd-largest packaged tea company after Tata Tea and HUL’s Brooke Bond . Here’s a structured analysis of why Wagh Bakri succeeded 👇 1. Strong Brand Positioning Name & Symbolism: The name “Wagh Bakri” (Tiger & Goat) symbolizes unity across social classes — appealing to both premium and mass consumers. Emotional connect: Their long-running tagline — “Hamesha Rishte Banaye” (“Always building relationships”) — highlights warmth, family, and trust. This helped the brand become aspirational yet familiar . 2. Deep Understanding of Indian Tea Taste The brand carefully customized blends to suit regional taste preferences — stronger and brisker in Gujarat and Rajasthan, smoother in South India. Instead of one national blend, it used regional palates as its strength. Continuous tea-taster-driven quality ...