FACTORS CONTRIBUTING TOWARDS THE FAILURE OF TAPAL ICE TEA IN KARACHI AMONG YOUTH

Abstract

From the dimmest of history when around 2727 B.C. a few leaves of a wild shrub tea blew into the royal bowl of boiling water being shipped by the legendary Emperor Shah Nun, known as the Divine Husbanded as well as a patron of arts. Tapal Tea here brought tea from the royal bowl to the common man's cups as the most sought after beverage the country over. Under the management of the founder's son, Faizullah A. Tapal, the company continued to grow and innovate. Currently it is being managed by the founder's grandson, Aftab F. Tapal who has continued giving further strength to the foundations of quality laid by his family. After studying abroad, Aftab F. Tapal returned to introduce professional management and unique production ideas into the business. His progressive outlook resulted in the total automation of the tea plants in Karachi. Their motto "never compromise on quality" remains the byword on the lips of all engaged in producing Tapal Tea that has resulted in customer's brand loyalty and their unflinching addiction. The testimony of their quality has made them the first tea company in Pakistan to earn the ISO- 9001: 2000 Quality Certification, the symbol of supreme quality standards. Pioneer of the Danedar category in Pakistan, Tapal's Danedar remains a firm favorite around the country with its grape-nutty appearance, rich golden color and a strong refreshing taste. In fact its popularity is such that several multinationals have launched their own versions, but Tapal remains the original and ultimate Danedar because of its unique color, aroma and taste. Color and a strong refreshing taste are its most significant attributes. Tapal is proud to have been a part of Pakistan's history since its inception. As a company they have grown and flourished together with the great nation. Founded by Adam Ali Tapal, the company first started marketing a number of quality blends to Pakistani consumer market. Through continuous innovation and research and development they gain a big share of Pakistani market. They still are growing and hope to be a leader in a market in coming years.