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    Tata Consumer products limited

    Company Type

    Food & Beverage

    Headquarters

    Mumbai, India

    Tata Consumer Products is a leading fast-moving consumer goods (FMCG) company. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals. Its key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, Himalayan Natural Mineral Water, Tata Copper+ and Tata Gluco+.

    Its foods portfolio includes brands such as Tata Salt, Tata Sampann, Tata Soulfull, Ching’s Secret and Smith & JonesTata Consumer Products recently embarked on a digital transformation journey to enhance content management and streamline marketing, legal, and regulatory processes.

    The Challenge:

    Managing promotional content efficiently and ensuring compliance across global teams posed significant challenges for Tata Consumer Products. Key obstacles included:

    • Decentralised Content Storage: Promotional materials were scattered across different departments, systems and folders, leading to inefficiencies in reuse and repurposing of content.
    • Knowledge Retention Issues: Content and context often got lost during staff transitions, affecting continuity and collaboration. There was no streamlined system to ensure a smooth transition of ownership.
    • Version Control Risks: Lack of robust version tracking resulted in compliance risks, low levels of transparency and outdated materials being used inadvertently.
    • Inefficient Digital Asset Management (DAM): Without centralised DAM, locating approved and compliant content for reuse was time-intensive and inconsistent.

    The Opportunity:

    Recognising the need for a unified system, Tata Consumer Products sought a solution that could integrate and streamline their digital content processes, including:

    • Lifecycle and version control of marketing assets.
    • Comprehensive Digital Asset Management for seamless collaboration and reuse.
    • Enhanced compliance workflows for marketing, legal, and regulatory (MLR) teams.
    Tata Consumer Digital Content Transformation with Veeva

    Their vision was to transform how content moved through its lifecycle—from creation and review to approval and distribution—while ensuring speed to market and compliance.

    The Solution:

    Tata Consumer Products selected Veeva Vault PromoMats, a cloud-based solution offering advanced Digital Asset Management (DAM) capabilities alongside integrated compliance workflows. Features that stood out included:

    • Digital Asset Management: Centralised repository for all marketing assets, allowing teams to easily search, share, and reuse compliant content globally.
    • Collaborative Workflows: Streamlined review and annotation features for marketing, legal, and regulatory stakeholders, enhancing cross-functional efficiency.
    • Version Control: Automated version tracking ensured transparency and integrity throughout the content lifecycle.
    • Comprehensive Audit Trails: Detailed history of edits and approvals supported compliance and governance.

    Benefits Realised:

    Since implementing Vault PromoMats, Tata Consumer Products has achieved transformative results:

    For Teams

    • Over 250 marketing assets, including digital campaigns, POS materials, and print ads, have been successfully approved through PromoMats workflows.
    • 70+ ongoing marketing, legal, and regulatory reviews highlight the platform’s ability to manage simultaneous, complex processes efficiently.
    • Key approvers complete tasks in an average of 1.65 days, significantly faster than the 14.2 day industry average for approvals.
    • Improved compliance with robust version control, reducing risks associated with outdated materials.
    • Centralised DAM has enhanced transparency and reuse, cutting down the need for rework.

    For Business Outcomes

    • Accelerated time-to-market for campaigns across global brands.
    • Enabled modular content capabilities, paving the way for targeted, localised marketing strategies.
    • Marketing materials move from draft to final approval in just 9 days, accelerating speed to market

    Looking Ahead:

    Tata Consumer Products plans to further leverage Vault PromoMats to explore modular content strategies, digital publishing, and enhanced analytics. The goal is to continue optimising ROI and empowering teams with data-driven insights for content performance. New AI-driven features in PromoMats to support claims identification and linking are also on the cards.

    Conclusion:

    Veeva Vault PromoMats has set a new benchmark for content management and compliance within the FMCG sector. With its DAM capabilities and collaborative workflows, Tata Consumer Products is positioned to meet the demands of a dynamic market, ensuring both compliance and creativity thrive.

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