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Hot 100 2012 87: Ahmad Tea

The basics

Company name: Ahmad Tea
What they do: Seller of quality teas around the world
Headquarters: London
The boss: Hussain Afshar

The financials

Latest turnover (?,000): 21,599
Four-year compound sales growth (%): 30
Latest Ebitda (?,000): 1,472

The details

Brand awareness has proved to be crucial to this UK-based family business. 

Established in the mid-1900s, Ahmad Tea opened a larger office in the 1980s to cater for increasing demand from export markets. 

The company adopted images of old London on its packaging, selling products in gift packs and presentation tins, and adopting language such as “finest tea and exceptional infusions,” positioning the brand synonymous with quality. 

This marketing strategy has helped growth to the extent that sales of products now stretch to more than seventy countries across five continents. 

The company is in its fourth generation of family ownership, and continuity at the helm has helped deliver 30 per cent growth, with sales of £21.6m.

The Hot 100 2012 is brought to you by Investec, Jordans, Cass Business School and Your Business Your Future.


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