There’s something brewing in Mumbai’s Chai Gali that’s been simmering for nearly a century. Society Tea, a brand born in 1933 by Hiravan Pranjivandas, has turned a simple promise—“tea as it should be”—into a formula that’s outlasted trends, rival brands, and even the rise of coffee. Now, under the guidance of third-generation leader Dhaval Shah, the brand is redefining itself without losing its soul. With a 28% market share in Maharashtra and a growing presence in a digital-first India, Society Tea’s playbook is less about flashy slogans and more about quiet mastery.
At its core, Society Tea thrives on consistency. Every cup must taste the same, every morning, a ritual that anchors the day. This isn’t just about quality—it’s about control. The brand’s signature blue packaging, a bold choice when competitors clung to red and yellow, now symbolizes its defiance of convention. Behind the scenes, the magic lies in blending tea dust, coarse grind, and whole leaves from across India’s plantations. It’s a multi-source strategy that mirrors the complexity of a typical day for Shah: tasting sessions, auctions, and a deep respect for the Tea Act of 1953, which mandates public bidding for premium batches. The result? A flavor profile that’s as diverse as the country itself.
The brand’s evolution isn’t just about tea. It’s about audiences. Once a staple in kitchens, Society Tea now navigates the shift of nuclear families and shared responsibilities. Its digital pivot—Instagram ads targeting men over 35, minimalist outdoor campaigns like “Fill in the Blank”—shows a brand that’s both rooted and restless. For younger consumers, Tea Culture of the World offers a bridge between tradition and novelty, with iced teas and fruit blends that speak to a generation trading instant gratification for curated experiences.
Key Points: Society Tea’s legacy is built on consistency, not hype. Its blue packaging and multi-source blending are deliberate choices that outlast trends. Digital marketing now rivals print, proving that even a century-old brand can adapt without losing its identity.
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Questions & Answers
How did Society Tea use legacy in its marketing?
Society Tea leveraged its heritage to build trust, emphasizing tradition while modernizing its brand to appeal to younger audiences through digital channels.
What’s Society Tea’s digital pivot strategy?
Society Tea focused on social media, influencer partnerships, and e-commerce to reach a wider audience and drive direct sales online.
Information sourced from industry reports and news outlets.
