Brand Story of Brooke Bond Taj Mahal Tea

My brand for today is Brooke Bond Taj Mahal tea, one of the country’s most loved indigenous brands. The tea brand popularized by the ‘Wah Taj‘ campaign was established in a tea taster’s chamber in Kolkata, in 1966, as a premium tea brand made from tea leaves of Upper Assam.

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The first tea plantations in India were laid out on the misty banks of the Brahmaputra in the 1830s. With the rapid rise in popularity of the drink, the cultivation of tea started in places other than Assam such as Darjeeling, and soon tea became an integral part of Indian lifestyle. 

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Brooke Bond Taj Mahal Logo

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Fine tea for fine tastes

 

Tea time‘ moments are the ‘Me-time’ moments when you break away from routine chores to rejuvenate yourself. To make these moments special, the brand works on the philosophy of 

‘Fostering excellence to savour the best’.

Icons of excellence in the field of classical music and dance have been the brand ambassadors for Taj tea, personifying the brand’s values – of excellence, honed with rigour. The memorable advertisement of the 1980s, with Ustaad Zakir Hussain, then a young man with tousled hair saying ‘Arre huzoor, wah taj boliye!’ may still ring a bell for some of you. 

 

Taj Mahal tea

 

As life became more hectic from the 1980s to 1990s, keeping pace with the changes in lifestyle, the brand introduced Brooke Bond Taj Mahal Tea Bags in 1987 for the first time in India. That was the time when they also introduced the vacuum-sealed packs that locked the packed tea and allowed it to stay fresh many months after it left the factory till the time it was brewed.

 

New Tea for a New Century

 

In the 21st century, going with the winds of globalisation, Brooke Bond Taj Mahal Tea brought in a wide range of new flavoured green and black tea bags, from British classics like English Breakfast and Earl Grey, to Indian masala tea spiced with Cardamom or Ginger.

 

Wah Taj

Innovation in technology has been used to improve the strength of the tea while maintaining its exquisite flavour. This new jugalbandi is represented by the current brand ambassador, Madhuri Dixit-Nene, an icon of excellence in the field of dance and cinema.

 

When you sit to sip your next cup of tea, relax, reflect and savour your tea with the thought

Tea quote

   “Life is like a cup of tea. It’s all in how you make it”  [Tweet this]

 

Image source : tajmahaltea.com

If you believe that any image used on this site infringes your copyright, please inform and it will be removed.

 

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    By: Somali K Chakrabarti

    Hi there ! I am a management and leadership coach and a ‘çlinical blogger’. Well, that’s what my family & friends call me now ! Here, I tell stories of different brands, how people relate to the brands and the values, beliefs and emotions that they associate with the brands. Hope you enjoy reading my posts.

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About the author

Somali K Chakrabarti

Hi there ! I am a management and leadership coach and a 'çlinical blogger'. Well, that's what my family & friends call me now ! Here, I tell stories of different brands, how people relate to the brands and the values, beliefs and emotions that they associate with the brands. Hope you enjoy reading my posts.

Readers Comments (14)

  1. bhudeb chakrabarti May 11, 2015 @ 4:57 am

    An interesting story on one of the most popular Indian Tea Brands. Tea has indeed become an integral part of our existence touching the lives of all .

    Reply
  2. Pranab chakraborti May 11, 2015 @ 5:34 am

    Being a Bengali i’m very fond of tea. Brook bond is a quality brand and liked by many for long long time. Your post on Ah Taj is very refreshing and I liked it.

    Reply
  3. Our favourite brand of tea! Just bought a pack today too 🙂 Thanks for sharing the information 🙂

    Reply
  4. I was never fond of this tea…I prefer flavour and a typical Darjeeling one with long dried leaves, which we are using since the last 5 years. But I do like the ads…they are quite nice… 🙂

    Reply
  5. Very strong brand ………Wah Taj is something which people identify with an experience rather than a cuppa of tea.

    Reply
  6. Tea is almost synonymous with Taj? But what Taj has to do with tea;)

    Reply
  7. I started taking Taj Tea Bags since it allows less washing of utensils & found the flavor to be suiting my liking, Few days back I bought a packet of 100 tea bags but could not consume even one as a peculiar & different detesting flavor was there. I tried by offering these to my friends & they too could not take more than a sip. With this experience I think, I bid a good bye to Taj Tea.

    Reply

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