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.
Content: Case Study
Authors: Amitava Chattopadhyay, Ulrike Wiehr
Source: INSEAD
Subjects: International, Marketing / Sales
Industry: Food Products/Service
Company: Tata Tea Limited
Authors: Amitava Chattopadhyay, Ulrike Wiehr
Source: INSEAD
Subjects: International, Marketing / Sales
Industry: Food Products/Service
Company: Tata Tea Limited
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