Tetley Tea Case Study

1765 Words 8 Pages
Brooke Bond has consistently led the Indian tea market because of its unmatched insight into tea and the needs of the Indian consumer. Today, this tea insight is being harnessed through an aggressive innovation programmed led by a team from the innovation centre at the Hindustan Lever Research Center (HLRC), based in Bangalore. This insight led Brooke Bond to pioneer most innovations in the Indian tea market like CTC tea, soft packs, the CEKA carton, Paisa packets, Tea bags and pet jars.

Goodricke Tea The Goodricke Group is the leading producer of Darjeeling tea and the third largest tea producer in the country. The company owns 17 gardens spread over 9500 hectares. Goodricke has built up a strong equity in the tea business with its
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Tetley tea is most known for its teabags, which include the popular drawstring teabag, first unveiled in 1997. The Tetley Tea Bag has now become one of Tetley's largest sources of income, and Tetley Tea has continued to design new tea bags. Aside from the drawstring tea bag, where the tea bag has two strings for easy wringing, Tetley has also recently designed the round tea bag for easier and more consistent brewing.
After Tetley was purchased by the Tata Group in 2000, most of its business in Asia has been integrated with Tata Tea and the company plans to completely integrate its worldwide business with Tata Tea by 2006. The new merged Tetley, a fully-owned subsidiary of Tata Tea Limited, is the world's second largest manufacturer and distributor of tea. Owned by India's Tata Group, Tetley's manufacturing and distribution business is spread across 40 countries and sells over 60 branded tea bags. It is the largest tea company in the United Kingdom group, Tata Tea Group, is the second largest tea brand in the world after
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Tetley Tea expanded into the blending and packing of tea. By 1888, Tetley Tea expanded into the United States, and began to distribute tea in the country.
Joseph Tetley Junior took over the business in 1889, after the death of his father. Tetley Tea continued to expand in America, and by 1913 Tetley Tea had established plants in New York City.

Tetley and the Tetley tea bag
Tea bags were accidentally invented in 1908 when Thomas Sullivan began to send sample tea in silk bags, rather than the more expensive tins. Recipients of these silk bags thought the tea was intended to be brewed in such a way, and placed the bags into their cups.
Though sales of tea in tea bags only accounted for 5% of Tetley's sales by the 1930s, the company accurately pegged them as the future of tea commerce. War interrupted immediate production plans, but the foundation was laid for the launch of the Tetley Tea Bag in Britain, which formally took place in 1953. Just one year later, the Stock Exchange Gazette reported, "Joseph Tetley & Co. carries on the business of tea blenders and merchants. It is particularly well known for the introduction of tea packed in small bags for immediate use in the

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