Tea is a part of your everyday life in India. You start your morning with it, enjoy it in the evening, and often take a tea break during a busy day. No matter where you come from or how much you earn, tea connects everyone. It is not just a drink for you. It is a habit, a comfort, and a moment of relaxation.
Around the world, tea is the second most consumed drink after water. In 2020 alone, people in India consumed nearly one billion kilograms of tea. You see tea everywhere, from heated TV debates to quiet romantic conversations and even as stress relief after a long day.
One tea brand that has been part of this journey for more than a century is Wagh Bakri Chai. This well known Indian brand has brought people together since before India gained independence.
Narandas Desai: The Man Behind Wagh Bakri Chai
The story of Wagh Bakri Chai begins in 1892 with Narandas Desai, an Indian entrepreneur. You might be surprised to know that his tea journey started in Durban, South Africa. He owned a 500 acre tea estate there.
At that time, South Africa was under colonial rule, just like India. Narandas Desai faced racial discrimination despite his success. As his business grew, the discrimination became worse. Political unrest forced him to leave the country.
Mahatma Gandhi deeply influenced Desai. You can see Gandhi’s impact in Desai’s personal values and business ethics. In 1915, due to Apartheid policies, Desai returned to India. Gandhi gave him a letter praising his honesty and skills in the tea business.
Wagh Bakri Chai History
After returning to India, Narandas Desai faced a fresh start. On February 12, 1915, Mahatma Gandhi gave him a certificate stating that Desai was a successful tea planter in South Africa. This letter helped him gain trust and support in India.
In 1919, Desai took a large loan and started Gujarat Tea Depot in Ahmedabad. At first, the store sold loose tea. In 1934, he launched tea under the brand name Wagh Bakri. From that point, the brand continued to grow across generations.
The Meaning Behind the Wagh Bakri Chai Logo
The Wagh Bakri Chai logo carries a powerful message. The logo shows a tiger and a goat sharing a cup of tea.
The tiger represents the upper class.
The goat represents the lower class.
By showing them drinking tea together, the brand promotes social equality. This logo was introduced in 1934 when the Wagh Bakri brand officially launched. You can see how tea becomes a symbol of unity through this design.
Moving from Loose Tea to Packaged Tea
For many years, the company sold loose tea through wholesale and retail stores. By 1980, competition in the tea market increased.
To stay relevant, the company decided to shift to packaged tea. It started selling tea under Gujarat Tea Processors and Packers Limited. This move helped the brand grow stronger and reach more households.
After becoming successful in Gujarat, the company expanded across India between 2003 and 2009.
Parag Desai, the executive director and fourth generation entrepreneur, shared that many consumers initially found the name Wagh Bakri difficult to understand. However, the strong aroma, rich taste, and unique logo helped the brand win hearts. He also credits Mahatma Gandhi as a major inspiration behind the brand’s values.
Product Diversification and Advertising Strategy
Over time, Wagh Bakri Chai expanded its product range to meet different customer needs.
Some key products include:
- Good Morning Tea, launched in 1944 as a super premium tea.
- Green Tea
- Lemon Tea
- Iced Tea
- Premix Coffee
The company invests nearly 10 percent of its revenue in advertising. You often see its campaigns on television and in print media.
Ranked Third Among India’s Top Tea Companies
Today, Wagh Bakri Chai is the third largest tea company in India, after Tata and Hindustan Unilever Limited.
- The brand became popular for its organic green tea bags.
- Its market share grew from 3 percent in 2009 to 10 percent in 2020.
- In Gujarat alone, it holds around 50 percent of the market.
Exporting Tea to Over 40 Countries
Wagh Bakri Chai is now a household name across India, from Rajasthan and Goa to Karnataka. After achieving success at home, the brand started exporting tea in 1992.
Today, you can find Wagh Bakri Chai in more than 40 countries around the world.
Recognition in Philip Kotler’s Marketing Textbook
Even after more than a hundred years, Wagh Bakri Chai continues to feel modern and competitive. The brand, which began as a stand against racial discrimination and followed Gandhian values, has earned global recognition.
It is featured in the latest marketing textbook by Philip Kotler, one of the world’s most respected marketing experts.
Frequently Asked Questions (FAQs)
1. Who started Wagh Bakri Chai?
Narandas Desai started the Wagh Bakri Chai journey in the late 19th century.
2. What does the Wagh Bakri logo represent?
The logo represents equality, showing a tiger and a goat sharing tea together.
3. When did Wagh Bakri start selling packaged tea?
The company shifted from loose tea to packaged tea around 1980.
4. Is Wagh Bakri Chai popular outside India?
Yes, the brand exports tea to over 40 countries worldwide.
5. Which position does Wagh Bakri hold among Indian tea companies?
It is the third largest tea company in India after Tata and Hindustan Unilever.
6. Why is Wagh Bakri featured in Philip Kotler’s book?
The brand is featured for its strong values, long legacy, and effective marketing strategy.
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