Kanan Devan is one of the largest tea brands owned by Tata Tea, the largest tea company in India. Kanan Devan sources its tea from plantations in Munnar, located on the border of Kerala and Tamil Nadu. Tata Tea manufactures 70 million kg of tea annually in India through their control of 54 tea estates across Assam, Kerala, and West Bengal. The document then describes the tea production process and Tata Tea's major brands in India, including Kanan Devan, Tata Tea, Tetley, Chakra Gold, and Gemini. It discusses the company's branding, distribution channels, and promotional activities like BTL campaigns, transit advertising, and cause-related marketing campaigns.

1. CHANNEL MANAGEMENT
KANAN DEVANTEA RESHMA RAMESH
RAJADHANI BUSINESS SCHOOL

2. INTRODUCTION
 Kanan Devan is one of the most sought after brands of
Tata Tea
• Tata Tea is the largest tea brand in India and the second
largest one in the world.
• Kanan Devan has its plantations in Munnar mostly
border of Kerala and Tamil Nadu.
 Manufactures 70 million kg of tea in India controls 54
tea estates in Assam, Kerala and west Bengal

3. TEA PRODUCTION PROCESS
 Plucking
 Withering/wilting
 Disruption
 Oxidation/fermentation
 Fixation/ kill-green
 Sweltering/ yellowing
 Rolling/ shaping
 Drying
 Curing

4. FINAL PRODUCT

5. PRODUCTS
Tata Tea has the following major brands in the Indian
Market:
• Tata Tea
• Tetley
• Kanan Devan
• Chakra Gold
• Gemini(Agni)

6. BRANDING

8. DISTRIBUTION

9. PRIMARY MARKETING CHANNEL

10. SECONDARY MARKETINGCHANNEL

11. PROMOTION
 BTL Activity in 150 retail outlets, Kolkata
 Promoter in every outlet.
 Involved Difference of CTC & Dajeeling Tea
 Distribution of Leaflets
Running the promo consumer scheme-
Free Britannia Cookies with 100gm pack & Ceramic Tea Mug
with 250gm pack

12. TRANSIT ADVERTISING

13. Cause Related Marketing – Tata Tea Jaggo Re Campaign
 Promoted voter registration across the country
 Targeted younger generation of first time voters.
3,20,000 youngsters registered.
Against Corruption
NGO ‘janaagraha Centre for Citizenship & Democracy, & A
cooperate “ Tata Tea”.
Campaign is a good fit to their attempt to umbrella brand all
their tea brands.
Differentiate tea brands.