Why Was Tata Consumer’s Tea Business Degrowing?FMCG Marketing Case Stu
Tata Consumer was growing strongly across several parts of its FMCG portfolio. So why was its tea business facing pressure? This Tata Consumer FMCG case study examines what happened to the tea business when rising tea prices collided with a highly price-sensitive consumer market. We look at pricing, consumer downtrading, market share, distribution, retailer margins […]