Thinking Like Starbucks

12Apr07

The Tea Board of India, along with the Indian Tea Association is planning to open a café in downtown Cairo to promote Indian tea. According to an ITA spokesman, “…for the first time, consumers will be able to sample and buy tea on the spot.”

“We have found a very suitable location in downtown Cairo. The Indian Tea Centre would have a café that will serve Indian tea and snacks. The environment would be that of a café-cum-business centre where consumers would be able to buy tea and place orders in bulk too,” said Azam Monem, chairman of export promotion and marketing sub committee, ITA.

For the first time? How did consumers get their tea before? Not “on the spot” I assume.

Well I guess that’s one way to promote Indian tea. It remains to be seen if the Indian Tea Associaion is able to market effectively to Egyptian consumers. They’d better be — they have set themselves a lofty goal of increasing tea exports to Egypt ten fold.

The proposal for such a centre was first mooted in September 2005 keeping in mind the enormous potential of the Egyptian tea market where the Tea Board expects to increase exports by 10 times to 10 million kg in the next five years.

Meanwhile, the Tea Board is still struggling to figure out why people aren’t drinking tea in India.

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One Response to “Thinking Like Starbucks”

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