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'Celebrating Tea Drinking Culture'

Wednesday, January 24, 2018

Karan Shah, Director, Society Tea

Karan Shah is a 33-year-old young and dynamic fourth generation Director of Society Tea. He actively looks at new product development & Marketing. Karan has done his Bachelor of Business Administration with international marketing as a major from Kent University. He is passionate about music and has done a course in Music Production from SAE, London and pro-production from True School of Music. In conversation with Dominic Rebello, Karan says, “Our core values revolve around providing consumers with the highest quality products and experiences.”

What is the ‘The Tea Society Called India’ campaign all about?
The Tea Society Called India campaign celebrates a unifying and proudly home-grown tea drinking culture across the length and breadth of our country. The campaign aptly depicts the brand thought - when one interchangeably cites ‘Society Tea’, it reads ‘Tea Society’- the ultimate societal truth that defines India and Indian-ness.

The right set of photographers and filmmakers were arduously handpicked for lyrical, ‘documentary’ style of photography and film. It features photography mavens- Palani Mohan, a Hong Kong based award-winning photographer with a wealth of experience and Rakesh Haridas, whose Instagram feed showcases a truly unique style of photography. These mavens covered the length and breadth of India, right from Kanyakumari to Kashmir and Meghalaya to Mumbai. Between endless cups of tea, all-nighters and travel secrets, this human interest campaign was spearheaded by Sachin Pillai, a young and dynamic director from the film production company, Epitome.

What are the thoughts and idea behind it?
The idea of this passionate campaign- The Tea Society Called India, emerged serendipitously from the brand name itself, Society Tea. The Intent with this campaign is to celebrate the tea drinking culture across India. Society Tea has always strived to maintain a consistent quality with infallible taste. Our travels whilst executing this campaign across several regions in India is testimony to our passion for quality. The campaign is a perfect amalgamation of people who are unique and diverse as it perfectly captures our brand footprint across incredible India

Tell us about the latest trends in the tea drinking habits of Indians?
Across categories, consumer preferences are leaning towards high quality products which offer a much larger aspect of convenience than what is currently on offer. Our product portfolio, be it our masala flavoured teas, or the One Minute premix teas cater to this. Our premixes are of the absolute highest qualities, and give the consumer a choice of four different flavours to pick from, and have seen tremendous appreciation and response from consumers.

We’re focused on the overall experience of the tea drinking experience – be it in preparation, or consumption, either by themselves or with loved ones. We’re confident of providing customers with a superior experience in every channel of consumption.

What is your vision for the company?
Our core values revolve around providing consumers with the highest quality products and experiences; we want to continue doing this, across different food and beverage categories in the country. That has been part of our DNA, and the reason for our being accepted into the consumers’ homes. We’re focused on catering to the fast pace we are moving towards, providing a best in class value, quality and experience.

Where do you see your brand 5 years from now?
Keeping the vision in mind, the organization is foraying into different segments, keeping the basic ethos of our DNA in mind. We’re market leaders in Maharashtra, and will extend and expand our presence across different markets.

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