Tea lovers would concur that Arthur Gray couldn’t have put it any rightly than this that, “The spirit of the tea beverage is one of peace, comfort, and refinement.”
Tea Culture of The World (TCW), established in 2010, has blossomed from a simple appreciation of tea's medicinal roots into a masterful art of tea excellence. The brand stands as a symbol of premium tea quality, offering an extraordinary selection of 120 exquisite flavours which are meticulously crafted from hand-plucked leaves sourced from prestigious tea regions in Japan, China, Vietnam, South Africa, and India, promising an unparalleled tea experience.
A subsidiary of Society Tea (Amar Tea), TCW aspires to be more than just a tea company - it aims to be an experiential brand that stimulates the mind and benefits health, creating memorable tea experiences that resonate globally. TCW claims 34 stores across India, including locations in Mumbai, Delhi, Gurugram, Bangalore, Pune, and Hyderabad, that bring the artistry of global tea culture to enthusiasts nationwide, and serve as havens for tea connoisseurs.
Dr. Rupali Ambegaonkar, Business Head, Tea Culture of the World (TCW) at Society Tea (Amar Tea Private Limited), forayed into the tea industry in 2011 – she recognised an untapped niche in India's tea market and founded TCW, introducing a diverse range of herbal and flavoured teas that defied convention and captivated consumers' palates. Under Dr. Ambegaonkar's leadership, TCW rapidly expanded its footprint, securing partnerships with brands like Jet Airways and various hotel chains. She also extended the brand to corporate gifting solutions, celebrity weddings, and even the Indian defence network, making TCW the youngest company to achieve such recognition.
Talking to Everything Experiential in an exclusive chat, Dr. Ambegaonkar sheds light on TCW integrating experiential marketing as part of its strategy, its collaboration with Lakmē Fashion Week X FDCI in March this year, consumer experiences in the luxury tea market – India and globally, trends expected to shape the industry and more.
Edited excerpts:
How is TCW integrating experiential marketing into its strategy to enhance customer engagement and brand experience?
TCW has always embraced experiential marketing as a core element of our brand strategy, placing significant emphasis on customer engagement. We host tea tasting and appreciation events in collaboration with various partners and participate in a wide range of intellectual properties (IPs) across India. These initiatives allow us to craft immersive experiences that resonate deeply with our audience.
Brands are building on associations/sponsorships with big-ticket events such as sports events, food fests, etc. TCW, too, has participated in the LFW and you also hold various types of individual events for the brand. What were the purpose of these event collaborations that TCW had considered previously and what will you keep in mind for the ones that are brewing currently and for the future, too? And how does TCW look at such associations/sponsorships with events in terms of aligning with its brand values and experiential marketing goals?
In the past, TCW has associated with events like Lakmē Fashion Week and Bombay Times Fashion Week and sponsored numerous trade shows. Moving forward, we're exploring avenues such as product placements in films, sponsorships of sports events and marathons, and collaborations with design and architectural showcases. Our focus remains on aligning with lifestyle, wellness, and fashion segments where our brand's essence of flavour can truly shine. These collaborations are meticulously chosen to ensure they resonate with our target audience and uphold our brand values.
On-ground activations are an essential part of helping a brand reach out to consumers and get them involved directly with the brand. With an introduction to traditional tea brewing methods and the art of tea tasting, how does TCW leverage and explore various types of on-ground activations to connect with new customers and create memorable brand experiences?
TCW's on-ground activations are deeply rooted in direct audience engagement. We've participated in Bombay Times Fashion Week and Lakmē Fashion Week for two consecutive years, and we've hosted events at venues like Soho House, Mumbai. Our collaborations extend to partnerships with renowned figures like Jamie Oliver. We've curated tea pairing sessions, tea blending master classes, and workshops on appreciating Chinese and Japanese teas, among others. These activations not only foster a direct connection with our audience but also create lasting memories that embody the essence of TCW.
How do you understand the similarities and differences in the Indian and global markets, with regard to the consumer experiences offered in the luxury tea market?
The Indian and global markets are distinct in their approach to tea. Globally, consumers are more evolved in their tea-drinking habits, with a greater appreciation for diverse teas. In India, while chai holds a special place, there is a growing interest in exploring different tea varieties for their health benefits and lifestyle enhancement. However, there is still a need for education, which we address through small group events and informative content, helping to elevate the market's understanding of tea.
Tech innovation is becoming a big thing in the space of experiential marketing. How does TCW use technology such as AR, VR, and AI to create immersive experiences for customers either online or during on-ground activations?
While AR, VR, and AI are not yet fully integrated into the tea space, TCW leverages AI on our online platforms to monitor consumer habits and preferences, allowing us to tailor our product offerings. However, tea preparation remains a traditional, hands-on experience, which we believe is its unique charm. The personal touch in brewing tea at home is something that technology cannot replicate, making each cup special.
Sustainability has become a hygiene component across brands in their experiential marketing initiatives. How does TCW walk the talk when it comes to sustainability in its experiential marketing strategies?
Sustainability is indeed a critical focus for TCW. We have taken significant strides towards becoming a more sustainable brand, including achieving Fair Trade certification last year, introducing biodegradable tea bags, and reducing plastic usage in our products. While the shift towards sustainable options presents challenges, particularly in cost. We are committed to raising awareness and providing eco-friendly alternatives to our customers, one step at a time.
What role do live demonstrations or pop-up experiences play in TCW’s experiential marketing strategy - and how do you look at doing this in a distinctive and unique manner?
Live demonstrations and pop-up experiences are now essential to TCW's experiential marketing. We've made our presence felt at trade shows, fashion events, and lifestyle exhibitions, where we design our booths to be visually captivating, encouraging visitors to engage with our products. Our tea blenders and tasters conduct mini-workshops, offering samples of various teas, including new products, and gathering valuable feedback. These immersive experiences not only enhance customer engagement but also create a sense of belonging to the TCW tea journey.
How does TCW look at enhancing in-store experiences for consumers?
Currently, our presence is within Reliance and Nature’s Basket stores, where space constraints exist. Despite this, we strive to offer a diverse range of teas, coupled with tasting sessions and educational insights. As we plan to open our flagship store, we aim to elevate these experiences to an entirely new level, providing a more comprehensive and immersive journey for our customers.
According to you, what are the trends and innovations in the experiential marketing industry that are expected to disrupt the Indian and global luxury tea markets?
One of the emerging trends in the luxury tea market is the fusion of traditional tea experiences with modern technology. Innovations like interactive AR and VR experiences, which allow customers to virtually explore tea plantations or participate in tea ceremonies, are set to redefine consumer engagement. Additionally, the integration of AI-driven personalisation in product offerings and marketing strategies is expected to significantly enhance the consumer experience. Sustainability will also continue to be a driving force, with brands increasingly adopting eco-friendly practices in their packaging, sourcing, and overall operations. In both the Indian and global markets, these innovations are likely to set new benchmarks for how luxury tea brands connect with their audiences.
BW Reporters
She is the Senior Editorial Lead at Businessworld and majorly covers pieces on advertising, marketing, branding and experiential marketing. She writes closely for BW Marketing World and Everything Experiential.
