As the market for organic, herbal beverages grows, Typhoo, a well-known tea brand, is tapping into this consumer segment with a range of teas that are focused on the wellness quotient. Arzoo Dina In conversation with Subrata Mukerji, business head, Typhoo India, talks about business insights and the brand’s growth in India.
How did Typhoo come to India?
Typhoo, a much-loved tea brand in the UK with an over 100-year-old heritage, was acquired by the Kolkata-based Apeejay Surrendra Group in 2005. Since 2008, it has gone about building its presence in the Indian market, first with its range of premium black and green teas and now, a newly launched range of organic, herbal teas with a unique blend of ingredients that offer several health benefits
Tell us about the growth of Typhoo in India?
Typhoo has a strong legacy in the UK and when we acquired the brand and started retailing in India, we were very focused on how we would market the product. We already have a strong portfolio of premium green and black teas, with flavours like jasmine, lemongrass, masala, ginger, and Moroccan mint. We also offer a range of caffeine-free fruit infusions. As consumers became more health-conscious, we realized that healthy beverages are really the way to go. As part of our brand strategy, we’ve recently developed an entire range of organic and herbal teas, under the benefits range. Currently, we have a five-product basket in this range and we will add 3-4 more in the future.
What are the benefits of herbal teas and how is the brand capitalizing on that?
Overall, the definition of drinking tea has changed. It’s not just your cup of black tea with milk and sugar, but anything that can be brewed, think- tisanes or floral infusions. People today, more than ever, want to look and feel good about themselves. They don’t mind investing in healthier alternatives. That’s exactly what we are offering our consumers: our tagline for consumers reads – ‘for the good of me’. We’ve put in a lot of thought into each product we’ve created in this category – teas that offer digestive benefits; promote good sleep, and detoxing. We’ve started with flavours like ginger, turmeric & ginseng, chamomile & spearmint, peppermint, fennel etc. We’re looking at mixtures of different herbs and unique preparations that promote wellness.
How are you promoting the brand and gaining consumer mindshare?
Our marketing strategy is simple – new products, new markets, immense penetration, and increasing consumption. We are constantly looking at consumers’ attitude and purchasing habits. We’re focused on a cluster approach – talking to consumers, who are knowledgeable about wellness. Social media is extremely important for us, as are on-ground events. For instance, we always educate consumers on various food pairings with our teas, sampling etc. We also look at brand advocacy through nutritionists and bloggers in the digital space.
Who is your target audience?
Our target audience is typically the well-informed, evolved consumer – most often women, who are concerned for the wellness of their family. A lot of people are changing their tea-drinking habits, both young and old. We want to be a part of this change.
Talk about the varieties and availability of the brand across India?
We have about 30 variants of tea currently, across green and black teas, fruit infusions, flavored teas, and our benefit range. We’re available in major modern retail outlets such as Godrej’s Nature’s Basket, Foodhall, Big Bazaar, across cities like Delhi/NCR, Mumbai, Kolkata, Pune, Bangalore, Hyderabad. Also, we have a strong online market presence, keeping the young buyers in mind. We’re now targeting mini metros and tier-II cities like Jaipur, Bhopal, and Indore. We’re available in 600+ premium hotels around the country and cater to full-service airlines like Jet Airways and Air India. Corporates are another important component for us, where we are available in over 2000 offices around the country.
What are your future plans for the brand?
Going forward, we want to be present in the conventional mode of beverages, and offer teas for every taste and occasion. We’re aggressive about our growth. The market for premium teas is worth around Rs 150 crore currently. As a key player in this segment, we will keep innovating as the market demands.
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