Goodricke – Driving Premium Darjeeling Tea Sales with a ₹100 Uber Voucher Launch Offer

Case Studies FMCG
PrevNext

 

ABOUT THE COMPANY

Goodricke is one of India’s most respected tea producers, known for its premium Darjeeling estates and specialty blends. With a strong legacy and a loyal base of tea connoisseurs, the brand continues to innovate to stay relevant among modern, urban consumers who value both quality and convenience.

CAMPAIGN OVERVIEW

To support the launch of its premium Thurbo Darjeeling Tea, Goodricke introduced an assured ₹100 Uber voucher with every purchase.
The idea was crafted to resonate with urban professionals—buyers who appreciate fine tea but also value everyday mobility convenience.

The result:
A product that felt premium in taste and premium in experience.

CHALLENGES

Premium tea faces a unique set of retail challenges:

High competition with mainstream and luxury tea brands
Value justification required for priced-up Darjeeling variants
Metro consumers are selective and reward-driven
Modern trade shelves are crowded with lifestyle-centric offers
Need for relevance beyond taste and packaging

Goodricke needed a reward that:

  • Offered lifestyle alignment
  • Matched the premium positioning of Darjeeling tea
  • Created instant value without discounting
  • Appealed strongly to metro, on-the-go consumers
  • Was frictionless and digital

REWARDPORT SOLUTION

RewardPort executed a digital Uber voucher reward program delivering ₹100 ride credits instantly upon purchase.

Why this solution worked:

  • Daily utility reward that feels premium yet practical
  • Perfect urban relevance for busy professionals
  • Seamless digital redemption, matching the lifestyle of the audience
  • High perceived value without reducing product pricing
  • Fully managed fulfilment & support through RewardPort

The reward elevated the launch and connected beautifully with the target buyer’s lifestyle.

WAY OF EXECUTION

RewardPort ensured a minimal-effort, high-impact rollout:

  1. Unique code included on or inside qualifying packs
  2. Shoppers redeemed via a simple online process
  3. Uber voucher sent instantly via SMS/email
  4. Visibility at modern trade outlets to drive impulse purchase
  5. RewardPort managed validation, fulfilment, and support end-to-end

The digital simplicity encouraged repeat participation and made the launch feel premium.

RESULTS

The Uber-led incentive created measurable traction across metro markets:

  • Successful introduction of Thurbo Darjeeling tea in modern trade
  • Increased shelf pickup, driven by the lifestyle reward
  • High redemption rates, proving strong consumer relevance
  • Stronger trial numbers for the premium variant
  • Enhanced brand affinity, especially among young urban tea lovers

The campaign plugged convenience into a premium product—making Goodricke stand out instantly.

Strong shelf pickup
across metro modern trade stores

High redemption response
from urban, premium tea buyers

₹100 Uber voucher assured
with every Darjeeling tea purchase

Abbott India Ltd

Challenge: Managing end-to-end incentive program for distributors efficiently.

Solution:

  1. RewardPort registered addresses and email ids of all distributors by getting a form filled with their company seal & signature and digitizing it
  2. Created reward catalogue for 5 slabs with 4 gift options in each slab category
  3. Deployed an account manager and operations resource for timely MIS & escalation management
  4. Created a full-proof reward delivery system eliminating pilferage of gifts and theft/misuse by parties
  5. Created periodic schemes for retailers- free recharge on billing of Digene products

Program mechanics: We receive a data file from Abbott team with address and gift option details of the qualified distributors every month. Tangible gifts are dispatched directly on the addresses and e-vouchers are emailed on their registered email id.