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Expansion: TATA Global Beverages

Bangalore, April 13

Tata Global Beverages (TGB) have revamped their administrative structure with a view to strengthen its brand presence across the world. With a global marketing team at the centre connected by regional teams much like a hub and spoke structure, the global giant is poised to push its powerful brands like Tetley, Good Earth and Eight ‘O’ Clock Coffee in a two-pronged strategy. TGB has 5 global and 15 regional brands in India, Canada, the U.S., the U.K, Poland, Czech Republic and Russia.

The company has moved ahead from being pre-dominantly a tea and tea product marketer to producing and marketing health and wellness products internationally. TGB are focusing on innovation and growing globally in five strongholds such as the U.K and Africa, Canada and South America, South Asia, Europe and West Asia and finally in the Asia-Pacific region. Turnover in tea is about 70 per cent (down from 100 per cent) and 65 per cent of the company’s revenue comes from outside India.

10 May, 2011

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