Karan Shah is the fourth generation in the Society Tea family business. Being over 100 years old since its inception in 1933, the brand has worked in tandem with the consumers of the retail tea trade, he says. As one of the directors who takes care of new product development and marketing, Karan settles to discuss the latest project on the brand’s initiative about changing consumer preferences. Tea and the inception into the business might have happened for them by default, but during the course of their journey they embraced the brand with joy.
Their latest is a photo collection called The Tea Society Called India . It is a photo feature that essays the human interest story around tea. The collection captures and engages audiences across the country with an innovative photo essay. It celebrates a unifying and proudly home-grown tea drinking culture across the length and breadth of our country,” says Karan.
Narrating the story of the brand Karan says, “Hiravan Pranjivandas started as a tea wholesaler in 1924, in Masjid Bunder’s Chai Galli. This street was Maharashtra’s source of tea, with traders coming in from across the state to purchase tea to sell locally. Apart from being a large supplier for local customers, HP also firmly engraved its roots in the international tea trade, trading with middle eastern countries on a very large scale. In 1933, with a view of selling to the Mumbai citizens as well, Hiravan Pranjivandas started Hasmukhrai & Co, with its first shop in Kalbadevi,” says Karan.
“The decision to switch to packaged tea was also the result of the brand’s mentor sensing that the customer would prefer convenience and would change traditional tea buying patterns. The tea was was first available across retailers in Mumbai and later Maharashtra, in the name of Society Tea,” adds Karan.
The reason for it to be called Society Tea was simple and effective. The brand wanted to target a wider wide age group and move away from the thought that tea is about middle-aged and old people. “The intent with this campaign is to celebrate the tea drinking culture. The photo project is a perfect amalgamation of people who are unique and diverse as it perfectly captures our brand footprint across incredible India.”
To essay a wonderful human interest brand story campaign idea, the right set of photographers and filmmakers were arduously hand- picked for lyrical, ‘documentary’ style of photography and film.
Palani Mohan, a Hong Kong based award-winning photographer with a wealth of experience and Rakesh Haridas, whose Instagram feed showcases a truly unique style of photography worked wonderfully to execute the book. “Right from Kanyakumari to Kashmir and Meghalaya to Mumbai. Between endless cups of tea, all-nighters and travel secrets, this human interest campaign was spearheaded by Sachin Pillai, a young and dynamic director from the film production company,” says Karan who is also an adventure junkie.
An avid tea drinker and also a brewer, Karan works on his choice of pre mixes to make the perfect cuppa for himself. Karan who has done his Bachelor of business administration with International marketing from Kent University is also passionate about music; he has done a course in music production from SAE, London and pro-production from True School of Music. He learnt the secrets of tea premixes from his grandmother who tailor made every masala for the tea at home.
When Karan isn’t making music, pre mixes, or out on an adventure holiday, he prefers to sit with his tea, admiring his huge kettle collection, with his pet dog for company.
