The Tata Coorg Story...

In the words of Mr. Bijoor himself:

We didn’t want to market Tata Coorg Coffee in the traditional ways as it was expensive. So we decided on a novel approach. We saw that eggs were used by almost every household – infact the reach of eggs in Tamil Nadu, our chosen location, was more than the distribution of newspapers! Taking advantage of this “new medium”, we printed Tata Coorg Pure Coffee on three million eggs and put it back in the normal egg retail channel. The eggs became extremely popular and created a lot of excitement in families which bought these eggs.

In the beginning, they all felt that it was something different with the eggs itself – People started buying the eggs just for the sake of buying them, thereby increasing the revenues of the shopkeepers! They started talking to their neighbours and friends about the “new type of eggs in the market”, thereby getting us the “word-of-mouth” publicity. People got so curious that on one visit to a house I saw two children and their mother watching the egg boil patiently, as if something different would happen to it. The retailers were happy as it created consumer excitement. We also got covered and thus with minimal budgets we were able to reach a large audience and make them aware of the new coffee brand.