Tata Global Beverages has set out to be the global leader in good-for-you beverages and one lever we are pulling to achieve this is disruptive innovation.
We’re challenging and changing the way customers think about beverages and enjoy them. Tata Global Beverages’ culture and business strategy are driven by our directional themes, which are at the heart of our business. These add up to something unique and bring a sense of responsible irreverence to everything we do. You can read more about the themes here.
In particular, we are all passionate about being disruptively challenging. We are not like our competitors, we are different! We’ve decided to ditch the hum drum, forget the tried and tested and think of fresh ways to achieve great things.
We’re cementing our corporate brand positioning upon Re-imagination. We truly believe that change is a good thing and we are able to re-invent ourselves. We are unencumbered by our past, but incredibly proud of our heritage. For instance, in 2012, the Tetley brand celebrates its incredible 175th birthday, having started in 1837 when two brothers, Joseph and Edward Tetley started to sell tea and became such a success that they set up as tea merchants. And Tata Tea is 50 years old in 2012, as it was set up in 1962 as a joint venture between Tata Sons and the UK-based tea plantation company, James Finlay and Company.
- At a corporate level, we’ve transformed from a plantation-based business to 90% branded beverages business in 10 years (based on FY10-11 and half year FY11-12 results)
- We’ve re-defined our market and built a global footprint in a short space of time – 70% of revenues were generated outside of India in FY10-11, up from 65% in FY09-10
At a brand and product level we are using our imagination to change and inspire the way consumers enjoy tea and coffee around the world and are applying this passion and insight to the rest of the beverage category. We are constantly re-imagining our brands in light of the ever-changing consumer and market landscape: half of our brands were relaunched/reinvigorated last year.