Asli Mendadak Sultan Celebrates 18 Years of TEH GELAS

Throughout 2023, the Indonesian Central Statistics Agency (BPS) recorded a national tea production of 116.51 thousand tons. The Indonesian Tea and Cinchona Research Center stated that the per capita tea consumption in Indonesia is approximately 0.38 kg. This consumption includes powdered tea, tea bags, and ready-to-drink tea products. The tea beverage market in Indonesia remains highly promising. This has been demonstrated by Teh Gelas, a packaged tea brand produced by PT CS2 Pola Sehat, OT Group, which has been serving Indonesian tea lovers for nearly two decades.

The year 2007 marked a milestone for OT Group’s entry into the packaged tea market through the TEH GELAS brand. TEH GELAS was first produced at the PT CS2 Pola Sehat factory in Tangerang. It was born from an innovative idea to create a tea product with packaging that was different from those available at the time. TEH GELAS broke into the market with ready-to-drink tea products made from real tea leaves.

“The existence of TEH GELAS as an authentic Indonesian packaged tea product would not have lasted without the trust of Indonesian consumers. From its early days, TEH GELAS immediately captured attention and received an overwhelming response from the Indonesian public. It won its first TOP BRAND AWARD in 2009 and became the Market Leader in the RTD Tea category in Indonesia based on Nielsen Indonesia’s 2011 survey. Now, at its 18th anniversary, TEH GELAS remains the market leader and the top choice of Indonesian consumers,” explained Tonny Harmawan, CEO of PT CS2 Pola Sehat, during the DAHSYATNYA WEEKEND event held in Tasikmalaya, West Java.

Tasikmalaya was chosen as the event location because, according to 2023 BPS data, West Java is the province with the largest tea plantation area in Indonesia, accounting for 65% of the land share, as well as being the province with the highest tea consumption in the country.

The DAHSYATNYA WEEKEND event, held at the Bale field in Tasikmalaya, West Java, was presented as a music show featuring several well-known artists.

“In celebration of TEH GELAS’s 18th anniversary, we collaborated with a national television station to host DAHSYATNYA WEEKEND. Through this event, we remind the public that TEH GELAS continues to offer the best ready-to-drink tea quality made from brewed real tea leaves. We also introduced a new TEH GELAS packaging with an extra 20 ml, along with the ‘ASLI MENDADAK SULTAN’ promotion to welcome the holy month of Ramadan.

This promotion surprises TEH GELAS consumers. Lucky consumers will find a message under the TEH GELAS bottle cap that can be exchanged for one TEH GELAS cup product or cash prizes ranging from 2,000 rupiah to 10 million rupiah, with total cash prizes amounting to billions of rupiah. So, TEH GELAS consumers can suddenly become ‘sultans’ by winning multiple times,” said Kristin, Marketing Director of TEH GELAS.

TEH GELAS consistently strives to provide the best for its consumers to remain their top choice. “A great tea flavor and affordable price continue to be the main factors for consumers. Therefore, our strategy is to offer high-quality packaged tea made from real tea leaves at a very affordable price — Rp 1,000 for 180 ml.

For 18 years, TEH GELAS has gained extensive experience in the packaged tea market, supported by the OT Group, which has been running an FMCG business in the food and beverage sector for over 75 years,” added Kristin.

TEH GELAS juga membuktikan komitmennya untuk menjaga lingkungan dengan menunjukkan kepada masyarakat dan sejumlah undangan media, beragam produk turunan yang dibuat sebagian besar dari ampas daun teh. “Sebagai wujud kepedulian TEH GELAS terhadap lingkungan hidup, divisi riset dan pengembangan produk kami berhasil berinovasi dengan ampas daun teh. Beberapa produk yang berhasil dibuat adalah art paper yang terbuat dari 50% ampas daun teh, tatakan gelas dengan kandungan ampas daun teh hingga 90% dan sabun cair. Kami berharap produk-produk turunan dari ampas dauh teh ini dapat memberi insipirasi bagi masyarakat untuk berkreasi memanfaatkan bahan-bahan limbah khususnya ampas daun teh menjadi sesuatu yang berguna dan sekaligus merawat dan melestarikan lingkungan,” tutup Kristin.