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Tata Global Beverages

In: Business and Management

Submitted By hiabhilash
Words 3554
Pages 15
Evolution of Tata Global Beverages Limited - Background in a nutshell

TATA group made foray into the beverages segment by an alliance with James Finlay way back in 1964 followed by taking control of production and marketing in 1976. The brand name "Tata Tea" was announced on 1983, by 100% buyout of James Finlay.

A family of brands under Tata tea was introduced : Kannan Devan, Agni, Gemini and Chakra Gold.

Interestingly the same route taken to enter into the domestic market was followed for Tata Tea's entry to the global market as well. In 1993, Tata signs a joint venture with Allied-Lyons PLC to establish Tata Tetley and by 2000, Tata group acquired Tetley Group Limited, having a legacy of 163 years at the time of acquisition for USD 432 million. After the renowned acquisition, which was once the largest takeover of a foreign company by an Indian company, they acquired and added globally renowned brands to their kitty which includes, Good Earth (Tea brand in USA), Eight O' clock (Coffee brand in USA), Jemča (the leading tea brand in Czech Republic), Vitax (Polish tea brand), Himalayan Water (Mineral water), Grand (coffee brand in Russia), MAP Coffee ( Australia's famous coffee brand).

By 2010, Tata Tea integrated beverage brand and announced the Corporate Brand - Tata Global Beverages Limited. Recent developments are the JV with Starbucks and acquisition of MAP Coffee, the coffee brand from Australia.

The company operates in three segments: tea, which involves cultivation and manufacture of black tea and instant tea, tea buying/blending and sale in bulk or value-added form; coffee and other produce, involves in growing of coffee, pepper and other plantation crops and conversion of coffee into value-added products, such as roast and ground coffee and instant coffee, and others, engaged in the sale of natural mineral water, other minor crops, curing operations…...

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