Tata Tea is one of the largest tea companies in the world. Sheltered from competition by a protectionist Indian government for most of its history, the company in 1999 faced several new challenges: upcoming deregulation and changing consumer tastes. How should the company react? Research Associate Ulrike Wiehr and Professor Amitava Chattopadhyay review potential strategies.
Authors: Amitava Chattopadhyay, Ulrike Wiehr
Subjects: International, Marketing / Sales
Industry: Food Products/Service
Company: Tata Tea Limited