Anubhav Jain looked up at the sky from the window in his Digambar Industries, Surya Gold

office in Jabalpur, in the state of Madhya Pradesh, India. It was a dark cloudy day in July
2012,

Surya Gold, had been doing reasonably well for many years, but the time had come for the
brand to become more focused so that it could take on national leading brands such as
Brook Bond Red Label, Lipton, Society, Tata Tea, Agni, Wagh Bakri, Taj Mahal and Dilmah

After doing fairly well for almost six years and garnering a market share of 20 per cent in
Jabalpur and nearby regions, the brand was now slated to go national.

Retailers played a critical role in the decision process of consumers and were big
influencers, and thus, were given a high margin to push the brand to consumers.

According to Euromonitor International, March 2010, India was the world’s largest
consumer, second largest producer and fourth largest exporter of tea after China and
accounted for nearly 30 per cent of global output. Nearly 25 per cent of tea produced
worldwide was being consumed in India.
With 20 per cent compounded annual growth rate, the branded tea market contributed
nearly 55 per cent of the market size, with around 980 million kg of India’s overall output.
An Assocham study in 2011 forecasted India’s tea market to touch Rs 33,000 crore by 2015
from the current level of Rs 19,500. The total branded tea segment in India was valued at
the time at Rs 6,000 crore, and the unbranded tea market contributed 45 per cent of the
market size and was growing at 10 per cent annually. The Indian market was highly
fragmented with over 300 brands, in addition to loose unbranded tea. HUL dominated the
market with over 30 per cent market share and Tata Tea at around 22.5 per cent

Atul-- lipton
Atul was a 50-year-old teacher, settled in Western India with his wife and daughters

Manju – brook bond red lable

Manju was a 52-year-old married working professional settled with her husband and two teenage sons

Madhav -- 24 Karat or Razia Begum (tea brands).

“Tea reminded me of Mercedes Benz – the German automobile engineered to perfection.
Like the perfect car, a perfect cup of tea for me had to be done with all detailing.

Usha – lipton Connoisseur -- Lopchu and ipton Green Label

Usha was in her early 60s and had a doctoral degree

For instance, South India had a strong preference for strong and dark tea,
whereas North India was inclined toward taste and aroma rather than color. As a result,
South India mainly sold the dust tea, whereas North preferred leaf tea. The Western market
of Gujarat and Maharashtra preferred good-quality packet tea. The flavored tea market was
also growing in India due to increasing health consciousness and also rising disposable
incomes among the younger generation.

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