BrewHouse Tea Brewing Co is a Delhi based startup, launched in May 2017. The company positions itself as an entity with many firsts to its credit-- India’s first real-brewed bottled tea, first all-natural bottled iced tea with no preservatives and no artificial ingredients and the first low sugar bottled iced tea in the country. After receiving the Organic certification from USDA and India Organic in 2019, BrewHouse became India’s First Organic Ice Tea and also the First fully Organic Beverage Brand in India.
What kind of market and shopper study preceded the launch of this product in India? Any data or insights you can share?
I studied the ice tea beverage category extensively, of course and felt like the whole beverage model was broken. Bottled iced teas, I realised, are actually a very large beverage category globally, amounting to US$65bn! It was also clear that no one was making natural iced tea; it was an untapped market full of potential, and absolutely on-trend with vegan, organic, and even the keto diet movements. Plus, there was a vast opportunity to develop a new beverage category here, and the opportunity to bring tea in a whole new form (cold, bottled and ready-to-drink) to the people.
How has BrewHouse fared so far in the market?
The response since we launched in November 2017 has been fantastic and very encouraging. We are present in over 6000 points-of-sales and surging towards the 10,000 mark. We have been able to get into airports in key cities, marquee QSRs such as Burger Singh, movies theatres like Inox and Carnival and many other hotels, restaurants and cafes. Also, our repeat purchases from some of our online partners over 50%. So, there’s a lot to look forward to.
この記事は Point of Purchase の March 2020 版に掲載されています。
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この記事は Point of Purchase の March 2020 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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Renowned retail expert, Dr. Dwarika Prasad Uniyal, who is also Professor & DEAN - FLAME University, and the bestselling author of ‘Managing Retailing’, shares with Point Of Purchase, his insights on consumer behavior trends post Covid-19 and what brands and retail solution providers can do to address the new challenges and win back consumer confidence. Presented below are excerpts from the interview.
NILKAMAL STEPS UP WITH COVID-19 RELATED PRODUCTS
The COVID-19 crisis has seen many manufacturers in the retail fixtures, materials, display, merchandising, and other retail solutions segments rising to the occasion by getting into the manufacture of medical gears, beds, and face shields, all critical needs today. Established industry player Nilkamal for example has rolled out a wide range of exclusive products like Quick COVID Beds, TravelGUARD & VirusGUARD, taking the battle against COVID-19 to a new level. The company has successfully supplied over 15000 hospital beds to emergency centers which were set up in a record time of 2 weeks. Mihir Parekh, Executive Director at Nilkamal Limited – BubbleGUARD, in an exclusive chat with Point of Purchase, shares more details about these innovative solutions.
