Wagh Bakri to double spend on ad campaign to boost sales

Company aims to expand presence in North India to boost sales, after exports slacken on downturn in Russia, CIS

Gujarat Tea Processors and Packers Limited, the maker of Wagh Bakri Tea, plans to double its spend on advertising campaigns by roping in youth to boost overall sales of its products, a top company official said here.

"We spent Rs 5 crore on advertising campaigns last year and we plan to double the expenditure on advertising campaigns to boost overall sales of our products and strengthen company's image," said Parag Desai, executive director, Wagh Bakri Tea Group.

The group was recently conferred with five Abby awards at GoaFest last week.

With exports, which comprise three per cent of the overall products, being slack because of economic downturn in Russia and countries in Commonwealth of Independent States (CIS) block, the company aims to enhance its presence in North India for furthering sales.

"Shipments to large parts of Europe, Russia, CIS countries and the United States are slack because of economic downturn in these countries. We are, therefore, focusing on enhancing presence in Haryana, Punjab, parts of Uttar Pradesh to further sales of our products," said Desai.

He said that Wagh Bakri Tea Group, which is the country's third largest packaged tea company, already enjoys the numero uno status in Gujarat, Rajasthan and Madhya Pradesh. Desai informed that there won't be any increase in the price of tea as of now but further revision in rates would be known only by end of May or early June, when the new tea season commences.

He further said that the group is awaiting passage of the Goods and Services Tax (GST) bill by the Parliament for further expansion.

"We already have six tea lounges and plan to open more once the GST bill is passed by the Parliament. We are looking for expansion in Tier-I and Tier-II cities in the coming three to four years," said Desai.  

Wagh Bakri Tea Group is a premium tea company, with presence in tea business since 1892.  It reported a turnover of over Rs 950 crore and over 30 million kilogrammes of tea distribution across the country and over the world.