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:
- Unique code included on or inside qualifying packs
- Shoppers redeemed via a simple online process
- Uber voucher sent instantly via SMS/email
- Visibility at modern trade outlets to drive impulse purchase
- 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.