Tata Tea is set to overhaul its brand management strategy, as part of the operational integration with Tetley.

Two years after Tata Tea decided to give the largest leverage buyout of its time, the Tetley acquisition, a shape by integrating the two companies operationally, the company was now readying to implement the result of the rigorous studies undertaken during the period.

Percy Siganporia, deputy managing director of Tata Tea told Business Standard, that Tata Tea will the integrate next fiscal.

The company would inculcate the Tetley brand management process, which implied a dramatic change in brand proposition, agency brief and product formulation.

There would be changes on multiple fronts—benchmark process, cutomisation and customer interaction.

"All these would be unified under the composite operation", Siganporia said. Product formulation, for instance, would be more consumer insight driven.