But the Indians still didn’t drink it, unless they were closely associated with the Raj. In 1901, the British Tea Association employed a superintendent and two “smart European travellers”, to hawk the stuff to grocers. They sold cheap packets, while the Association organised free tea in government and business offices. But, as Collingham notes with a touch of poignance,
“Nevertheless, marketing tea in India was a dispiriting project. In 1904, it was reported that even after three years of hard work there was little to indicate ‘the existence of a proper tea market in India’, and every year from 1901 to 1914, there were complaints that ‘increasing the consumption of tea in India is undoubtedly the most difficult branch of the work.”‘
Then, in World War One, employers introduced the tea break. In the north, where Muslims were less bothered by caste restrictions, the Association equipped small contractors who supplied tea at railway stations. As it spread, separate stalls catered for Muslim and Hindu patrons.
The Association also set up tea shops, which attracted hawkers who undercut them but spread the habit. It employed its own hawkers, to discourage the use of spiced tea, which used less leaves. Then the Association employed an army of tea demonstrators who spread out across the country to brew tea inside people’s homes, in the manner of vacuum cleaner salesmen. By the 1930’s, the older generation was complaining that their children were rejecting tradition in favour of the new fangled foreign habit.
Emphasis mine. That’s certainly one way to make your product accessible and to associate it with positive thoughts and feelings.
So, good lawyers, are you a ‘break’ in your client’s life or a source of continual stress and frustration?