Seylon Gold Tea: The Catalyst

Abul Khair Consumer Products had a 10% share in the Bangladesh tea market with its Seylon brand and planned to increase this share at the expense of the long-term market leader.

Seylon Gold Tea: The Catalyst

Bitop Das Gupta and Salahuddin Shahed

Campaign details

Brand owner: Abul Khair Consumer Products LtdBrand: Seylon Gold TeaAgency: Grey Advertising Bangladesh LtdCountry: BangladeshChannels used: Newspapers, Packaging and design, Radio, TelevisionMedia budget: Up to 500k

Executive summary

Abul Khair Consumer Products Ltd was present in the tea market with their brand Seylon having 10% market share1, focusing mostly in the institutional market. The market was largely dominated by the oldest brand, Ispahani, having the majority market share of 55%2and the brand...

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