Gujarat-based tea brand Jivraj9 Tea Group has appointed Primex Media Services as its strategic public relations and communications partner, in a move aimed at strengthening the brand’s public narrative and expanding its media visibility across regional and national platforms. The mandate marks a significant step in the group’s efforts to build a stronger category presence within India’s competitive FMCG and tea landscape.

As part of the partnership, Primex Media will craft a consistent PR roadmap spanning brand communication, leadership profiling, product-led storytelling, industry engagement and consumer culture narratives. The agency’s approach will combine focused media relations with participation in FMCG and consumer-behaviour conversations, leadership-driven storytelling, and high-impact intellectual properties centred on Gujarat’s chai culture. Key themes will include the state’s deep-rooted relationship with tea, the brand’s quality and blending discipline, shifting consumption habits, modern formats, and Jivraj9’s broader growth journey.

Viren Shah, chairman of Jivraj9 Tea Group, said the brand has earned strong consumer trust over the years and is now entering a growth phase where communication must extend beyond product visibility to reflect its legacy, quality and evolving chai culture, adding that Primex Media’s grasp of regional and national media ecosystems would bring consistency to this narrative.

Nitesh Desai, founder and CEO of Primex Media Services, called Jivraj9 a powerful Gujarat story built on consumer trust and growth potential, noting that the agency’s focus would be building a sustained reputation engine through strategic storytelling and category-led PR.

Primex Media’s mandate covers strategic PR planning, media relations, leadership visibility, industry participation, and the development of high-impact properties around tea culture and consumer behaviour.