Tata Tea has phased out support
for four brands--Brahmaputra, Lucky Cup, Leo and Chola
- as part of its brand rationalisation. P Siganporia,
deputy-managing director, said that these brands had
shrunk in terms of potential for growth as well as
While Leo catered to the economy
segment of Maharashtra, Karnataka and Andhra Pradesh,
Brahmaputra, a strong 100 per cent Assam tea, was
marketed in Gujarat and Madhya Pradesh, while Chola
was sold in Tamil Nadu.
The focus of the company will
shift towards some existing brands, namely, Tata Tea,
Kanan Devan and Agni. Kanan Devan also happened to be
Tata Tea's first brand to be packed in polypacks
followed by Tata Tea Premium.
Tata Tea enjoys a market share of
8 per cent, Agni of 4 per cent, Kanan Devan of 4 per
cent and other brands from its stable 4-5 per cent. In
the branded packet tea market, Tata Tea has a market
share of 17-18 per cent.
The company is planning to launch
a premium brand in the leaf category, which would be
pitted directly against Taj Mahal from the Hindustan
Lever Ltd (HLL) stable. Tata Tea is also toying with
the idea of launching Tetley brands in India. Tata Tea
already has a joint venture with Tetley, Tata Tetley,
in south India, which is an export oriented unit.