Areca Tea: changing consumer perspectives for sustainable well being

Learning outcomes The case study “Areca Tea: Sustainable Well Being” could serve as an educational tool to explore various dimensions of sustainability, business innovation, health considerations, cultural aspects and marketing challenges within the context of a unique product like Areca Tea. It provided insights into how companies can navigate these complexities to create and promote a sustainable product. Case overview/synopsis Areca tea was a brand-new product pioneered by Nivedan Nempe in 2013 under the umbrella of Green Remedies producing natural products from 2003. Areca Tea was prepared by removing tannin from the Areca Nut. This tea was digestive and comprised processed Arecanut granules of Ayurveda herbs prepared into a healthy mixture of anti-oxidants. This had changed outdated procedures of using areca nuts in tea bags in a current and additional suitable way by consuming hygienic processes, filled with normal sugariness; this tea could skip a spoon of sugar which in turn improved extra zing to suitability. Today India is found to be health conscious and consume healthy products. Areca Tea could not position itself strongly in the market due to the negative perception of Areca Nut which was considered as part of Gutka in the past. Hence, this case focused on how the Green Remedies (Areca Nut Tea) could establish a strategic and organizational marketing strategy to promote the Areca Tea drink to different segments to achieve its competitive advantage. Nempe was in a dilemma how to foster the Areca Tea brand by removing negative perceptions from the minds of consumers? How could the company create awareness to promote its products across regions, and how could it nudge or educate people to use Areca tea by promoting its health benefits? Complexity academic level Graduate Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.