Tea is a drink which is not just about connecting socially, but also mostly about people coming together to bond on conversations, ideas and experiences.
Founded in 1915 by Amarshi Bhurabhai Shah, Society Tea has been a key player in India’s tea industry for over a century. Amarshi's commitment to quality and customer satisfaction helped his shop, Hiralal Pranjivandas, thrive in Masjid Bunder. Recognising the need for consistent tea blends, he worked closely with vendors to cater to their preferences. In 1933, Hasmukhrai & Co. was established, and today, the fourth generation of the Shah family upholds this legacy. Transitioning from loose tea to a packaged brand, Society Tea launched in 1990, maintaining its reputation for excellence.
Society Tea continues to thrive, holding a significant share of Maharashtra's packaged tea market. The brand runs 70 outlets across Mumbai. As India's tea consumption habits evolve, Society Tea adapts, expanding its product range, including the Instant Tea category, offering the same great taste with added convenience. Always in tune with market trends, the brand identifies opportunities while recognising the diverse regional and personal preferences for tea and is available across general trade, modern trade and digital platforms.
Committed to delivering the finest tea experiences, Society Tea remains a cherished part of Indian life and beyond – and is present across international markets such as the US (available across modern, general trade and digital) and UAE (across modern trade and digital).
Karan Shah, Director, Society Tea, a fourth-generation leader, is spearheading new product development and marketing and is focusing on adapting to shifting consumer preferences. He envisions Society Tea to be a national brand, in line with India's status as the second-largest tea producer globally, after China.
Talking exclusively to Everything Experiential (EE), Shah outlines the evolution of Society Tea as a brand, its experiential marketing efforts, specific on-ground activations, taking part in sports events, the Indian and global concepts of tea marketing, getting influencers on board, and more.
Edited excerpts:
How has Society Tea evolved in its journey as a brand with regard to its marketing – from the early days of using word of mouth, traditional advertising (in the form of TV and print ads) to using digital forms of marketing (DVCs, social media etc) and most importantly, experiential marketing as ‘chai’ (tea) in India is not just about a product but essentially an experience?
Society Tea has evolved from word-of-mouth to traditional TV/print advertising and now focuses on digital platforms and experiential marketing. Initially, tea naturally became a topic of conversation and recommendations. As Society Tea grew, traditional campaigns expanded its reach. With the rise of digital platforms, Society Tea engages younger audiences through social media, influencer partnerships, and two-way conversations. The brand also emphasises tea as an experience, integrating it into cultural events and personal engagements, like sampling at festivals and unique installations.
How is Society Tea integrating experiential marketing into its strategy to enhance customer engagement and brand experience?
Society Tea prioritises creating lasting experiences with its consumers. One of the best examples of this is the activity that we undertook during the Lalbaugcha Raja festivities, where we created a unique Tea Fountain installation. The blue kettle suspended in mid-air, with tea flowing into a cup, set against the backdrop of the holy Kailasa, symbolised the spiritual essence of tea in Indian culture.
We’ve also integrated experiential marketing through our collaborations with events like ‘Sakal Shravan Sari’ and ‘Lokmat Shravan Sohla’. Even sponsoring TV programmes like ‘Big Boss Marathi’ allows us to bring Society Tea into people’s lives in a more intimate setting – whether it’s contestants drinking tea from personalised cups on national television or participants at cultural events sharing their tea experiences. In addition, our wet sampling activities in rural areas are an example of how we bring the experience of Society Tea directly to the consumer.
Brands are building on associations/sponsorships with big-ticket events such as sports events, food fests, etc. How does Society Tea look at such associations/sponsorships with events in terms of aligning with its brand values and experiential marketing goals?
Society Tea strategically partners with events that resonate with its brand values of warmth, togetherness, and authenticity. Sponsorships in sports and food festivals allow the brand to engage with communities, while immersive experiences, such as live tea stations at festivals, integrate tea into the broader culinary landscape. The goal is to align tea with meaningful consumer moments.
With Society Tea’s tea terminals located at metro stations in Mumbai – how do you think that consumer’s expectations of tea experiences have evolved over a period of time from ‘tapris’ (street tea stalls) to tea terminals set up by brands such as Society Tea and many more?
Tea experiences in India have evolved from street stalls (‘tapris’) to more curated, hygienic, and premium settings, like Society Tea Terminals at metro stations. These terminals offer variety and convenience while meeting the growing demand for quality. The balance between traditional tea warmth and modern convenience is reflected in these terminals, where cleanliness and a broader product range appeal to the fast-paced urban commuter.
On-ground activations are an essential part of helping a brand reach out to consumers and get them involved directly with the brand. How does Society Tea leverage on-ground activations to connect with new customers and create memorable brand experiences?
On-ground activations are crucial for creating direct connections with consumers. These include sampling activities at cultural festivals and sports events. Society Tea uses these interactions to introduce new products, gather feedback, and create lasting memories. Such as Pandharpur Yatra or Shravan festival events—these on-ground activations allow us to connect with thousands of women who share their memories of Society Tea in a poetic and emotional way.
Sports events are another avenue where we use on-ground activations to engage new audiences. We’ve collaborated with local football clubs and leagues, providing product sampling and creating touchpoints where fans can experience Society Tea. By combining on-ground activations with digital follow-ups, the brand fosters long-term relationships.
Society Tea’s new range of iced teas – there are already various leading national and international brands which have been running successfully in this space. How do you plan to work on your experiential marketing strategy by bringing influencers on board, as well as other techniques?
For the new iced tea range, Society Tea plans to collaborate with influencers to create relatable content and engage audiences.
In previous campaigns, we’ve teamed up with prominent figures from the Marathi entertainment industry to promote our Masala Tea and One Minute Tea. Notably, Urmila Kanetkar Kothare, a celebrated actress with numerous Marathi film hits, has been a key part of our campaign, bringing her immense popularity to the forefront. Additionally, we have partnered with Aditi Dravid and Rucha Gaikwad, both well-known and beloved actresses in the Marathi television industry.
In a broader reach, we have also collaborated with Urmila Asher, affectionately known as ‘Baa’ from ‘Gujju ben na nasta’ and a beloved contestant from MasterChef India Season 7. These collaborations have allowed us to connect with diverse audiences, enriching the experience and story behind our products.
The campaigns – ‘The Tea Society Called India’ campaign celebrating India's tea culture to ‘Sounds of Society’ documenting contemporary music, and the ‘Masala Nahi Toh Mazaa Nahi’ TVC, and the recent TVC ‘Taazgi Bhari Pyaali Society Waali’ campaign - how are you looking at extending these campaigns into relevant consumer experiences through on-ground activations, etc?
Campaigns like ‘The Tea Society Called India’ and ‘Sounds of Society’ are extended through live tea-tasting events and music performances. Pop-up stalls and sampling opportunities bring the ‘Masala Nahi Toh Mazaa Nahi’ and ‘Taazgi Bhari Pyaali Society Waali’ campaigns to life.
With regard to the efficacy of the Society Tea x Amazon on-box advertising partnership, how has it helped you garner more customers as well as build on brand recall?
The Amazon on Package advertising was a great success. Apart from reaching over 3 lakh homes across two key geographies for us – Maharashtra & Karnataka, we also received over 5000 QR code scans directly redirecting customers to our product page on Amazon.
How do you look at enhancing in-store experiences for the consumers?
In-store experiences are enhanced through interactive displays, tea-tasting counters, and personalised service, making shopping more engaging and informative.
When you compare the Indian and global tea markets, how are they similar to and different from each other when it comes to various factors – tea consumption habits, various overall marketing techniques being utilised to reach out to consumers, experiential marketing and consumer experiences designed to enhance consumer engagement?
While both markets appreciate tea culturally, Indian consumers prefer traditional blends and multiple servings daily, whereas global consumers lean toward speciality teas and wellness-focused products. Marketing in India emphasises heritage, while global strategies focus more on wellness and sustainability.
What are the trends and innovations that are expected to disrupt the Indian and global tea markets from the overall marketing and experiential marketing perspective?
The tea market, both in India and globally, is experiencing a significant transformation, driven by a blend of consumer preferences, digital advancements, and the push for authentic experiences. One of the key trends is the shift towards wellness-oriented teas. Consumers are increasingly seeking blends that offer functional benefits like stress relief, immunity boosts, and detoxification, and this is where both Indian and international markets are converging. Tea is no longer just about flavour; it’s about how it aligns with a lifestyle centred on health and well-being.
On the marketing front, experiential marketing is becoming more immersive and digitally integrated. For example, leveraging augmented reality (AR) to allow consumers to visualise the tea-making process or understand the origin of the tea leaves can create a richer, more engaging experience. We are also seeing a rise in pop-up tea bars and tea-tasting events in unconventional spaces—whether it’s at fitness centres or during cultural festivals, where we aim to foster personal connections with our consumers. Another exciting disruption is happening in the e-commerce space. Personalisation through AI is allowing brands to tailor tea recommendations based on individual preferences, which is making the online shopping experience far more engaging.
