With Chai emerging as a fast-growing segment in the highly competitive UK tea category, Phil took the Tea India brand and firmly established it as the No.1 Chai brand in the UK with a brand positioning and design overhaul and with the addition of genuinely incremental range extensions to the core Masala Chai product.

The Tea India brand tripled in size and became the number 1 Chai in the UK marketplace, securing recognition from consumers as a genuinely authentic favourite and externally with multiple award wins in health and wellness competitions.