Mumbai: Step into the aromatic world of Society Tea, where the rich legacy of a stowaway turned tea pioneer weaves a captivating tale that spans over a century. In the bustling streets of Bombay, amidst the chaos and clamour of Masjid Bunder, a man named Amarshi Bhurabhai Shah embarked on a journey that would leave an indelible mark on India’s tea industry. Born from humble beginnings and fuelled by an unwavering dedication to quality and customer satisfaction, Society Tea emerged as a cornerstone of India’s tea culture, defying the test of time and evolving with the ever-changing preferences of a nation deeply in love with tea.
But it wasn’t just about selling tea; it was about crafting an unparalleled tea experience. Amarshi understood the nuances of Mumbai’s tea shops, where variations in taste, liquor, and colour often left customers dissatisfied. With a personal touch, he engaged with vendors, tailoring tea blends to suit their customers’ unique preferences, and in doing so, laid the foundation for Society Tea’s reputation for uncompromising quality.
As the years rolled on, Society Tea transitioned from a loose tea trading business to a packaged tea brand in 1989, with its official launch in 1990. Innovation has always been its driving force, pioneering the use of triple laminated foil base packing material and introducing the Pet Jar. Today, the fourth generation of Shahs proudly carries forward the family’s rich tradition, ensuring that the brand remains at the forefront of India’s packaged tea market.
But Society Tea’s journey doesn’t end there. In a nation where tea holds a special place in the hearts of millions, the brand continues to adapt and thrive. Its diverse product portfolio reflects the evolving tastes and habits of tea enthusiasts, including a foray into the Instant Tea category, delivering the same great taste with the convenience of time.
Karan Shah, the torchbearer of this century-old legacy, is a visionary leader who envisions Society Tea as a national brand, in harmony with India’s status as the world’s second-largest tea producer. Under his guidance, the brand has expanded its horizons, venturing into the dairy category, offering skimmed milk powder, dairy whitener, and desi ghee. With a commitment to both heritage and the future, Society Tea remains an epitome of innovation and excellence in the world of tea, embracing change while staying true to its roots.
Indiantelevision.com in an email interaction with Society Tea director Karan Shah spoke about the growth of the company, their foray into the south market and now venturing into other product categories like skimmed milk, instant tea and pickles and much more…..
Edited Excerpts:
On the journey since the launch of Society tea in 1933, and its current status as one of India’s largest tea brands
The Journey of Society Tea is a remarkable tale. It started in 1933 as “Hasmukhrai & Co.” and has now become one of India’s largest tea brands. It all began with Amarshi Bhurabhai Shah’s journey from stowaway to successful business owner. In 1915, he founded “Hiralal Pranjivandas,” focusing on tea exports in Mumbai’s Masjid Bunder market, becoming a symbol of enduring heritage. A significant moment came in 1989 when the family recognized the potential of packaged tea, leading to the launch of Society Tea in 1990. The brand’s innovation in packaging, using Triple Laminated Foil and Pet Jar solutions, set it apart. What sets Society Tea apart is its unwavering commitment to quality and consistency, values instilled by its founder.
On being a well-established brand in Maharashtra, breaking into the predominantly coffee-drinking state of Southand the challenges you faced
Breaking into the South Indian market as a predominantly tea brand while contending with the entrenched coffee culture presented notable challenges. Despite the brand’s foothold in Maharashtra, the shift to the South demanded strategic considerations. Half of Chennai’s population prefers tea as their beverage of choice. The cultural preference for coffee posed a hurdle, necessitating the repositioning of tea as a compelling alternative.
Adapting products to suit local tastes and habits was paramount, requiring meticulous market research to identify nuances. Marketing and branding had to resonate with South Indian consumers, emphasizing tea’s unique attributes. Overcoming deeply ingrained coffee traditions required time and trust-building. Effective distribution, quality assurance, and persistent efforts were key to carving a niche. Ultimately, successful entry hinged on understanding and addressing regional preferences while promoting the value proposition of tea in a coffee-centric market.
On strategising new launches
Strategising product launches involves meticulous planning. We start with comprehensive market research to understand customer needs. A detailed launch roadmap is crucial, along with resource allocation and scenario simulations. Developing a captivating marketing page and diverse promotional content is vital.
We ensure top product quality, resolving issues before launch. Post-launch, user feedback drives iterative improvements. Measuring success through KPIs informs future strategies. Successful launches result from planning, adaptability, and customer-centricity.
On launching the new category ‘Skimmed Milk’ and the markets that this will be marketed in
Entering the ‘Skimmed Milk’ category was a direct response to the increasing demand from health-conscious consumers like me who are looking for lower-fat options. Our decision was bolstered by positive findings from market research, as well as observing the success of similar products in the industry. The driving force behind this move was to offer a more health-conscious alternative and address the specific needs of this market segment.
We intend to market the ‘Skimmed Milk’ variant across a variety of segments such as bakery, confectionery, dairy, and prepared mix. We have established distribution channels that encompass supermarkets, hypermarkets, convenience stores, online platforms, and wholesalers, ensuring that we can effectively reach a diverse range of consumers who are actively seeking healthier alternatives.
On launching pickles and chutneys, as a Tea brand and the interest in this category
As a tea brand entering the realm of pickles and chutneys, our interest in this category is multifaceted. Firstly, we see the opportunity to explore untapped markets and extend our brand’s established reputation and trust into a new culinary domain. Secondly, we’re responding to our customers’ desire for food companions that enhance their tea moments, thereby meeting their preferences.
This expansion also enables us to diversify our offerings, in line with our mission of fostering wellness and culinary exploration. By introducing these products, we’re able to evoke the nostalgia of traditional recipes, resonating with the comforting memories of homemade flavours. This move not only caters to the affinity for zesty tastes that many consumers share but also enriches our product range, making our brand more appealing to a broader audience.
On the new brand campaign’s brilliancy and its consistent ability to strike an emotional chord with consumers, and strategizing these campaigns before executing them
We’re glad you’ve noticed the emotional resonance that our campaigns tend to achieve among consumers. It’s important to note that each campaign’s strategy is the result of careful collaboration between our creative team and market researchers to uncover the sentiments and aspirations that drive our audience.
On whether the marketing plan is skewed towards digital and the amount spent on traditional media
When it comes to crafting our brand campaigns, our foremost goal is to connect with our consumers on a deep emotional level. Every campaign we create is designed to resonate with their hearts and minds, leaving a lasting impression that goes beyond just a transactional relationship.
