Gujarat-based tea company G.M. Tea Packers sells a range of teas under the brand name Tulsi Tea. Gordhanbhai Kathrotiya and Haresh Kathrotiya incepted it. In Gujarat and many other states, lakhs of families have preferred Tulsi Tea for more than four decades. It is one of the western region’s largest and most popular tea companies. Mr. Haresh Kathrotiya is an exuberant entrepreneur who has been playing a pivotal role in shaping G.M. Tea Packers Pvt. Ltd. into an extensive and consumer-led business empire. He shared an insight about the G.M. Tea Packers with Hello Entrepreneurs.
Q. Tulsi Tea has been serving the nation for ages. With what planning are you going to take forward this legacy?
Tulsi Tea is a family business that has become more professional every decade. The next generation is already under training to take the Tulsi Tea legacy forward with new ideas, thoughts, systems and processes. The third generation of family leadership is ready and hands-on. In addition, a professional management bandwidth has been established over the years. This professional leadership has individuals drawn from the best.
Q. Tulsi Tea has completed more than 40 years; what was the most challenging period during this journey?
The Covid pandemic period was the most challenging period for us. This was the time when accessing the market was very difficult, and so was the ability to run the business seamlessly. Tulsi Tea reaches a wide area, which was affected for a short period in the early days of the pandemic. However, now it is business as usual. In fact, Tulsi Tea reaches markets deeper than any other tea player in the country. While other companies define markets to be urban, rurban and rural, we define the market categories into four layers – Urban, rurban, rural, and deep-rural. We reach corners, nooks, and crevices of the country that no other tea brand reaches. This is our strength, in addition to the high standards of quality tea we offer. This is a brand of tea made for the palate of Gujarati by the Gujarati.
Q. What changes have Tulsi Tea adopted since you took charge?
We have changed the Packaging, Branding Strategy, expanded the range of products, deepened the Distribution Network, adopted new Systems & Processes, and ushered in greater Automation.
Bringing professionalism into our systems is what I have strived for. I have spared no time, money, energy or effort to ensure that the system is professionalised to the maximum. I have done this by bringing in the best minds to the company. My key goal is to bring systems into sales and distribution management, tracking and automation. We are on track.
Q. What is the one thing that connects you the most with your brand?
Consistent Quality with the best value proposition has been our commitment. I am passionate about tea. Tea is a labour of love. I love tea as much as every Gujarati does. In this quest, I have spared no effort to ensure that the highest quality is maintained at every level. We offer a tea that is an unchallenged leader in terms of quality. My belief has been a simple one. If you offer good food from anywhere, the outlet will have a beeline of customers thronging it. Similarly, if you offer good quality, you need nothing more than the opportunity to be tasted and tested by the consumer. Once they do that, they stick to the quality on offer. Offer good quality first, and all else will follow. The end is good quality. The means will follow.
Q. According to you, what are the paramount qualities of entrepreneurs?
A brilliant skill-set of entrepreneurial skills, commitment, and business acumen. An entrepreneur must have the vision to achieve success. I do believe in addition to all this; every entrepreneur must have a purpose. The purpose is paramount. Going to the depth of customer understanding & market requirements, eventually emerging with the most creative and innovative solutions to meet their needs. I have implemented these qualities at Tulsi Team, where the purpose is to leave a consumer happy with a powerful and strong after-taste of tea. Tea is the flavour of life, and we offer that flavour.
Q. Any piece of advice you want to give to budding entrepreneurs?
Stay focused on your goal, and don’t give up. Try again & again to meet the need of end users and provide a unique solution with high quality and affordable price. Analyse the root cause of any problem, decide quickly, be prompt & proactive, and build systems & processes. In building a business, the hurdles are many times more than the joys. For every joy, expect 20 hurdles. Be prepared to face them. If you believe that there is one joy at the end of 20 hurdles, you will be able to anticipate each hurdle and overcome them to discover that one joy. This is my mantra.
Q. What are the future plans for Tulsi Tea?
To become one of the top national tea Brands. Tulsi Tea wants to be a national player that offers the Swaad of Gujarat (taste of Gujarat) to the rest of the country, the Indian diaspora and the global market at large. I am confident we will get there sooner than later. As we grow, we also want to contribute to nation-building. We are focused on creating more direct and indirect employment opportunities. We aim to generate employment for 2,000+ people.
