New Delhi: Tata Tea Ltd is brewing a Tetley tea party for Indian connoisseurs. The party promises heady blends: an aggressive three-series television campaign ‘A Time For Tetley’; a chain of Tetley T shops; a raft of product offerings; and an extensive distribution network.

Says Mr Vivek Mathur, VP, marketing, Tata Tea Ltd: ‘‘Our corporate objective is to accelerate growth of the premium leaf tea market and capture a good part of the growth. ‘A Time for Tetley’ campaign conveys the brand’s core proposition: Tetley is a special tea for all of those special moments.’’

Explains Mr Mathur: ‘‘All of those’’ implies ‘moments’ which are different, intimate and close to one’s heart. Thus, the idea is to associate a cup of Tetley with cherished moments of togetherness or even solitude.’’

The emotion-led TVC breaks in a week. This follows from the unveiling of two TVCs: one, focusing on the Tetley Heritage and the another on product attributes. Tetley has plans to launch creatives in Gujarati and Telugu also as it rolls out across markets — currently, the TVC versions are in Hindi, English, and Telugu.

Tata Tea’s mid-term objective is to make Tetley a Rs 100-crore brand. Tata Tea’s five other brands — economy-priced Agni and premium Tata Tea in the leaf tea segment; and mid-priced Kanan Devan, premium Chakra Gold and mid-priced Gemini in the dust segment — account for a turnover of around Rs 800 crore.

Tata Tea acquired UK-based Tetley’s Group for 271 million pound sterling in 2000. Tetley brand is said to have a global turnover of half a billion dollars.

Speaking on the product offerings, Mr Mathur says Tetley is looking at launching larger tea packs, including 1 kg packs, and more blends and flavours shortly. Tetley is also exploring opportunities in the ice-tea segment.

‘‘There are over 100 products under the Tetley brand. We’re looking at how consumers can be catered to through exciting concepts,’’ says 
Mr Mathur.

Currently, Tetley is available in pack sizes 250 gm, 500 gm, 100 gm, 50 gm, and tea-bags. After an extensive research, involving four blends, including Kenyan blend, Tetley chose a blend of Indian and Sri Lankan Tea for the current offering.

Discussing Tetley’s plans for branded ‘Tetley’s Tea Shops — a hang-out for tea connoisseurs — Mr Mathur says utmost care would be taken to ensure certain Tetley deliverables, in terms of blends and brand experience.

‘‘With a stake in Barista (a fast expanding chain of coffee shops in India), we already have access to the premium-end of market. We are looking at creating a distinct brand experience by combining our complementary strengths,’’ he adds.

Tetley has targeted to spread to around 70 cities by mid-March 2002 and cover 100 cities by the year-end. Tetley’s first phase of distribution is already under way with presence in 30 cities.

Tata Tea’s existing distributors and superstockists service over three lakh outlets — however, the company’s retail reach is said to be in excess of five lakh outlets across the country.

Says Mr Mathur: ‘‘The trade is excited as they see this as something we’ll invest in and also as an opportunity for them.’’

The premium leaf tea market is marked by fierce competition with brands like Taj, Yello Label, Green Label and Girnar.

In the premium-end of the 245 million kg packed-tea market, Tata Tea’s strategy is to tap the urban housewife with campaigns and programmes focussed on creating a premium image for the brand.