Transforming the taste from mere two buds to a premium beverage for the Middle East is an achievement that deserves recognition. Al-Otuor Tea from Anverally & Sons was crowned the “Silver Award” at the recently held 14th SLIM Brand Excellence 2015 for Export Brand of the Year.
Al-Otuor brand was introduced to the Middle-Eastern palette in the year 1998. Tea is a passion and way of life in the Middle East and Al-Otuor with its distinct Bergamot flavor, popularly known as Earl Grey created a revolution in a market predominated by regular unflavored Black Teas at the time. The lion logo, the symbol of quality Ceylon Tea was on each Al-Otuor product, reassuring consumers of the superiority of the tea inside. Independent of the authorities, Al-Otuor was subjected to stringent quality checks in house in our laboratories for tea and packaging alike. Al-Otuor was the first to introduce double bag pouches for the preservation of freshness of the delicate Tea leaves against extreme conditions prevalent in Middle East. Implementation of ISO and HACCP quality procedures in all of our facilities along with investments in mechanization set a very high benchmark at an early stage of the brand, bringing a paradigm shift for Ceylon Tea in the Middle East.
Understanding the lifestyle and passion for tea in the Middle East was core to the success of the brand. Rather than cater to the primary needs of a beverage, an approach of value addition along with customized packaging in Tins, Pet bottles, Pouches and Fabric bags for both loose tea and tea bags ventured the brand into different market segments, thereby being able to carve out a significant market share with a very brand loyal customer base.
The insight, values and guidance imparted by the chairman Mr. Mohamed Anverally has proved invaluable to the organization. Quoting one of his favorite sayings “if you don’t like it don’t sell it” is a testament to his passionate drive which has led not only to a world class Tea brand, but also a business entity now ranked 2nd largest in the Industry, with a history expanding over 100 years. This accolade is a re-assurance to consumers that Al-Otuor is today the world’s favorite Ceylon Tea in the Middle East.