The Tatas will shortly put in place a coordination team headed by RK Krishna Kumar, vice-chairman of Tata Tea and a director of Tata Sons, to manage the burgeoning overseas beverage business of the company and its subsidiary, Tata Coffee. The decision was taken at a top-level meeting in New York last week. The meeting was attended by the top brass of Tetley UK, Good Earth Corporation and Eight O'Clock Coffee of the US and Jemca of the Czech Republic.
It was also attended by members of Glaceau, the US energy drink brand, where Tata Tea has picked up a 30 per cent stake last Wednesday. This was confirmed by Krishna Kumar himself. With the immediate pressure of the acquisition off, a perceptibly relaxed Krishna Kumar told ET on Friday: "With the present acquisition, our beverage portfolio has really grown big. We are trying to create a synergy among all our overseas brands.
That is why, we felt the need for a proper co-ordination team, which will not only help to bring in synergy among all the brands, but will also create a better monitoring system. The team will start functioning within the next three months." Elaborating further, Kumar said, "The team will meet on a regular basis and review the operations. If necessary, the team will take decisions to re-orient the marketing strategy based on the demand pattern. On our own, we are doing a lot of research and development. We are hopeful of coming up with newer products." The task of the co-ordination team will be to set up common distribution system across all the countries where the company's brands are present.