Hind : Revitalizing a Colombian Tea Brand
In late 2019, the Colombian company Agr cola Himalaya SA was undertaking a strategy to double its sales by 2030. The company's popular Hind brand of teas, developed over six decades, had expanded to include not only black and green teas but also herbal teas, fruit teas, ready-to-drink products, and an iced tea line. Over the past 10 years, the company had enjoyed steady growth, distributed its products throughout the Americas, and developed a communications strategy focused on health and wellness. Now the company's chief executive officer (CEO) had to decide whether or not it was time to expand into other product categories, and if so, how. The CEO and marketing team needed to develop a brand strategy to present to the board of directors and create a new product portfolio that would support the company's growth strategy. Which channels should the company target for growth? Should it continue to grow in the same category, extend the brand to other categories, or expand the demographic mix of its customer base? Juanita Cajiao is affiliated with Universidad ICESI.