The Hindu Business Line : Lintas Personal to promote Indian tea overseas

Lintas Personal, the Direct Marketing and customer relationship management (CRM) division of Lintas IMAG, has bagged the Tea Board of India account. The agency will help the Tea Board in its efforts to promote Indian tea in the priority markets of the UK, Germany, France and the US.

In a multi-agency pitch, Lintas Personal benefited from its extensive experience in promoting Indian coffee in the competitive international markets. Mr Suprio Guha Thakurta, President of Lintas Personal, said, "We understand the dynamics of the global markets and the needs of individual countries.

"Our strategy is to have a differentiated offering for each of the target markets, as the ground realities are different in each of them."

The Tea Board also wants to explore emerging markets such as Canada and Pakistan.

In recent years, Indian tea has lost market share in the key markets due to competition from countries such as Kenya and Sri Lanka.

The immediate task, therefore, is to develop a brand identity and positioning for Indian tea, so as to establish India as the premium tea producing country in the world.

Lintas Personal will also assist the Board in its efforts to establishdirect one-to-one contact with large importers and consumers, trade fairs and event promotions, as well as building long-term relationships with international tea experts through its CRM solutions.