Problem Snapshot
- One of India’s top exporters of orthodox tea, with Russia as its primary export market and strong presence across Europe
- Legacy business with deep trade credibility but almost no mainstream media visibility
- Brand awareness limited to industry circles despite global scale and premium credentials
- Third-generation leader, Parimal Shah, looking to modernise the business and launch new beverage formats
- Need to attract talent, partners, capital and consumer interest beyond the trade ecosystem
The Mandate
- Legacy repositioning
- Founder profiling
- Industry narrative leadership
Our Strategy
Reframe MK Jokai from a traditional exporter into a forward-looking beverage company driven by innovation, technology and global trade relevance.
Our Approach
- Positioned Parimal as a next-generation entrepreneur reshaping India’s beverage landscape
- Anchored storytelling around industry challenges such as unorganised supply chains, workforce issues and India’s untapped global potential
- Highlighted innovation-led initiatives including pre-mix beverages, freeze-dried tea and smart dispensing machines
- Facilitated engagement with the Consul General of Russia (Mumbai) to position MK Jokai as an Indian business strengthening Indo-Russian trade ties
