For the first time in its over-100-year history, B&A Ltd has entered the retail market with the launch of its ‘Gatoonga’ brand of black tea. This significant move was marked by the brand’s introduction in Assam on Saturday, aiming to first establish a foothold in the home state before expanding across India, according to B&A Ltd Managing Director Somnath Chatterjee.
“The company’s retail foray has begun with the ‘Gatoonga’ brand by tapping the Assam market, and it will gradually expand across India based on a demand-driven growth strategy,” Chatterjee stated.
Deputy Managing Director Dhruba Jyoti Dowerah highlighted that this retail branding initiative adds a fifth vertical to the company’s existing operations. The current verticals include tea manufacturing and processing, packaging, tea tourism, and broking.
B&A Ltd, the flagship listed company of the Rs 300-crore Barooahs & Associates Group, traces its origins to the Barasali Tea Company Ltd, founded in 1915. The company now oversees 11 tea estates in upper Assam, producing 5.5 million kilograms of black tea last year.
In line with its new retail venture, B&A Ltd has launched a Rs 50-crore capital expenditure plan aimed at pan-India growth. As part of this strategy, the company recently acquired the Moheema tea estate in Golaghat district, marking its first acquisition in over six decades. “For the first time in sixty years, the B&A Group has prepared a roadmap for a pan-India growth strategy with new acquisitions and diversification into the branded retail tea market. The company will invest around Rs 50 crore in the next seven years as part of its growth and expansion strategy,” Chatterjee explained.
The launch of ‘Gatoonga’ represents a strategic pivot for B&A Ltd, leveraging its extensive experience and heritage in tea production to capture new market segments. The company’s expansion into retail is expected to strengthen its presence in the domestic market, providing a direct connection to consumers and enhancing brand visibility.
B&A Ltd’s bold move into the retail sector underscores its commitment to growth and innovation. With a solid foundation in tea manufacturing and a clear strategy for expansion, the company is well-positioned to make a significant impact on India’s branded tea market.
