Tata Tata Tea Kanan Devan

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Pure & Natural Tea Awareness Campaign

This case study highlights a successful campaign promoting TATA TEA KANAN DEVAN as a superior alternative to loose tea in rural India. By educating wholesalers and direct customers about the adulteration common in loose tea, the campaign effectively motivated wholesalers to stock Kanan Devan, resulting in increased sales and brand awareness.

Objectives

Educate Wholesalers: Raise awareness about loose tea adulteration and the benefits of Kanan Devan.
Motivate Wholesalers: Encourage them to stock and sell Kanan Devan.
Engage Direct Customers: Inform them about tea purity to drive purchases.
Increase Sales: Boost sales of TATA TEA KANAN DEVAN.

Target Audience

Wholesalers
Direct customers

Conceptualization

Wholesaler Education: Focused on educating wholesalers about loose tea adulteration and highlighting Kanan Devan’s superior quality and profit potential. Incentives were offered to motivate them.
Direct Customer Engagement: Conducted live demonstrations to emphasize tea purity and the benefits of Kanan Devan. Distributed informational leaflets from the Tea Board of India.

EXECUTION

Targeted 22 markets across rural India over 17 days, engaging 431 outlets and successfully reaching 424 wholesalers.
Over 3,000 direct customers were engaged, with 1,398 participating in campaign activities. The efforts resulted in sales of 4,985 kilograms of Kanan Devan tea packs.

Results and Impact

Significant wholesaler orders indicated successful education and motivation.
Increased customer awareness about tea purity led to higher interest and purchases.
Sales of over 4,985 kilograms demonstrated strong market acceptance.
Elevated brand awareness of TATA TEA KANAN DEVAN as a reliable, high-quality tea option in rural India.

Conclusion

The campaign successfully addressed loose tea adulteration issues and highlighted Kanan Devan’s superior quality, effectively motivating wholesalers and engaging customers, resulting in significant sales growth and enhanced brand awareness.

New Customers

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Towns Covered

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No. of Retailers Connected

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Total Sales

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