Or­ganic Gift­ing to Strengthen Bonds

Progressive Grocer (India) - - Cover Story / Festive Focus -

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

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