HLL, the country’s largest Rs. 9,927 crore FMCG company, has shut down its retail tea parlor “T Place” in Bangalore, which had presented the beverage in exciting new ways in contemporary settings in a large restaurant format.
With this shutdown, HLL appears to have abandoned the idea of getting into the branded tea business through a chain of branded tea parlors, reports the Hindu Business Line. HLL had planned to promote the beverage, through T Place, by leveraging the health and wellness plank associated with tea drinking.
“Based on our experience of the market and our business priorities, we decided not continue the tea parlor,” said an HLL spokesperson. “It had, however, helped the company to understand consumer preferences, which it would use to leverage its other delivery formats such as kiosks and machines,” he added.
While refraining from specifying the reasons for exiting from T Place, the HLL spokes person added that “The tea parlor in Bangalore was an experiment in testing new product formats and also in testing a new channel to reach consumers. More importantly, it has helped us to innovate and develop new product solutions… as a result of the insights we developed from the tea parlor experiment we have now launched a malt (premix) tea under the Lipton brand. And there are many more such innovations planned.”