Organic Gifting to Strengthen Bonds
Company Profile: Gardner Street is a luxury tea company that offers whole-leaf, high-quality tea leaves blended with real fruits, flowers, herbs and other botanicals.
Gifting Portfolio: In addition to the brand’s retail ready tea tins, it has an entire range of products dedicated to meeting the gifting requirements of those who are looking to gift something in line with the shift towards making healthier choices. Each gift set is thoughtfully curated and designed to make sure the customer finds the perfect item.
Distinctive Vision for Product Line: High-quality, whole leaf tea blends from Gardner Street make for the ideal gifting choice because it helps the gifter stand apart from the crowd of sweets, chocolates and other thoughtless gifts that are either given away or recycled over and over again. Gardner Street whole leaf teas manage to strike that perfect balance of being an edible gift that the whole family can enjoy and yet non-perishable so as to ensure ease of transport and storage. This becomes specially important when it comes to larger corporate gifting. The brand acknowledges various budget requirements and makes sure it has options that fit every budget. It also offers various options for customization so that clients can tailor the gifts to fit their requirement exactly. Product Classifier: Gardner Street teas fit into the healthy gifting trend and make the receiver feel like the gifter has gone out of their way and put in thought into the receiver’s health, well-being and lifestyle. Not only is the gift consumed during the festive period but also continues to be used after as people try to get back to a healthier lifestyle post their holiday binge. This idea of a thoughtful gift stays in people’s minds longer than the festive period and gives the gifter the benefit of a longer recall.
Brand Connect: Word of mouth has been an effective marketing tool. In terms of marketing efforts, the brand has been doing relevant shows, running digital campaigns and tying up with gifting partners to spread the word.
Target Demographic: The brand will be targeting discerning individuals who believe in gifting good quality products and aspire towards a healthy lifestyle, and corporates who believe in responsible gifting.
Price Range: Rs. 400 to Rs. 2,000
Specialty Tea is a Rs. 1000 crore market and a very small percentage is by way of sales during the festive season. However, this is fast changing as more people are looking at specialty tea as a classy and thoughtful alternative to the standard gift offerings of chocolates, mithais and so on. — Rashi Sanghvi Founder, Gardner Street