Case Study
Tata Tea - Transforming into a leading branded tea products market leader
Challenge
TATA Tea, despite a long history in the tea business was perceived as an old world tea plantations company, intent on transforming itself as a branded products market leader.
Approach
- The PR program focused on corporate aspects that saw TATA’s acquire Tetley, Glacaeu and other leading international brands, that helped the company start emerging as a leading branded products player.
- Apart from the program leveraging the CEO, Percy Siganporia to communicate about the company’s corporate strategy the program focused at a national and at a geographic and state specific strategy to enhance the preference for the company’s mass market brands such as Tata Agni and the Tata Tea, and Tetley brands at a national level, through a sustained program leveraging press conferences, media interviews, product launch announcements and visibility around state level marketing initiatives.
Result
The multi-year communications focus, helped transform the company into a leading international branded tea products company, a significant transition to being a profitable avatar as a branded tea products vs. its earlier position as a commodity tea plantations company, that wasn’t as commercially promising.
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Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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