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Saudi Arabia, Consumer
Through two tea brands — Intizen (2003) and Chamana (2007) — Guillermo and Inés are attacking the fastest-growing segments in the market: specialty teas and herbal infusions. Led by a complementary team blending Guillermo’s strong business background with Inés’ skills and reputation as one of the world’s luminaries in the art of tea — she has personally made teas for the likes of the Dalai Lama and the King of Spain — Intizen and Chamana are well positioned to become the industry leaders for high-quality Latin American teas.
With Endeavor’s support, Guillermo and Ines have focused on professionalization and expansion. Their firm continues to export to over 20 countries. They also benefited from a special project with BCG that had two objectives: 1) developing management and growth strategy; and 2) assessing sales strategy, pricing models, and management capacity.
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