Equipped with an enthusiastic sense to trade and do business, the Elder partners of CP Dubai sailed from Mumbai to Dubai in 1948 with a mere five chests of tea. The early Arab and local consumers were delighted with this refreshing and unique blend and encouraged them to sell packets of branded tea in 1 lb size. Encouraged, the traders travelled back home to Kolkata and developed a brand in late 1948 that eventually came to be known as Shamsheri Tea (also called Chai Shamshiri in Iran).
CP Dubai continued to make steady progress in the tea business during the 1970's and the early 1980's. Progress did not however, deter innovation. In the 1980s, CP Dubai initiated a series of market research exercises aimed at studying consumer behaviour in the Gulf region. CP Dubai personnel travelled extensively to Bahrain, Kuwait and other countries to obtain a first hand account of consumer choices and then reflect these choices in the products CP Dubai marketed and distributed. Mr. Navin Patel, Managing Director of CP Dubai, joined the CP Group in 1965 (Kolkata office) soon after graduation from University and started exporting tea to CP Group offices in the Gulf countries. He took over the reins of CP Dubai in 1983. In the meantime, Shamsheri Tea grew from strength to strength and became a household name in the Gulf region. During this period, Mr. Patel realised that there was little choice for CTC Tea, which is popular with Asians and therefore introduced Red Apple Tea. This new brand was an instant success and captured a significant market share within the four years that followed. To meet the growing demand, CP Dubai set up a tea packaging factory in Rashidiya, Dubai.
The Golden Era
The presence of Asians in the Gulf region presented other opportunities too. CP Dubai realised this burgeoning potential and introduced the popular Amul brand of ghee to the Dubai market in 1975. Amul was by then a household name in the Indian subcontinent and was famous for its vast array of quality dairy products. Ghee was soon followed by the introduction of other popular Amul products all of which became extremely popular with consumers. Ably supported by Amul's marketing giant the Gujarat Cooperative Milk Marketing Federation, CP Dubai now markets almost the entire range of Amul products.