Launched in 1985, Tata Tea was responsible for starting the polypack revolution in tea. The brand was built on the support of the garden fresh story, with the platform of 'Asli Taazgi'. From a single variant, this brand today has 4 variants – Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea Life.
Tata Tea Premium, the portfolio's flagship brand, is currently the largest packet tea brand in the country with an All India value share of 8.8%.
Tata Tea Gold, the portfolio's premium brand, was launched in 2003. The brand continues to record rapid double digit growth and is already 20% the size of the flagship brand.
Tata Tea Agni, the portfolio's economy brand, has very rapidly established its foothold in this market segment, enabling gains from local and regional brands.
Tata Tea Life is the latest introduction to the portfolio, launched on the health and wellness platform.
Tata Tea has been rated as the No.1 beverage brand in the country and has been listed in Superbrands (Top 100 Brands in the country). The brand has also won numerous consumer awards viz, AMGF Mera Brand award and the Reader's digest platinum award to name a few.
The four Tata Tea brands were brought together under one platform – to help communicate a single, unified message to the consumer.
The new communication attempts to migrate tea from being a physical and emotional revitaliser to becoming a catalyst for 'social awakening' with the message 'Har Subah Sirf Utho Mat, Jaago Re.' This establishes thought leadership for the brand thereby reinforcing its market leadership.
