A good cuppa tea is no longer boiling water with tea leaves in it and then adding a dash of milk or cream. With increasing preference of all things herbal, organic and natural, the good old ‘chai’ is gaining new flavours.
Hindustan Lever Ltd’s Brooke Bond Red Label just got a ‘Nature Care’ tag added to it. The popular brand is raising a storm in the tea cup by adding a herbal twist to it. In addition to the usual tea leaves are the natural flavours of ginger, Indian ginseng, liquorice, cardamom and basil.
The new offering from Brooke Bond is available in two pack sizes –250 gm for Rs 53 and a 100 gm trial pack for just Rs 20.
With a 30 per cent share of the packet tea category, Brooke Bond garners around Rs 1,000 crore from its annual sales and has got four sub-brands – Brooke Bond Taj Mahal, Brooke Bond Red Label, Brooke Bond 3 Roses, and Brooke Bond Taaza.
Vineet Taneja, Vice-President, Tea, HLL, said, “Our aim has been to provide a unique and relevant product to make a real difference to consumers’ lives. Tea itself is known for its myriad benefits, and the addition of these five natural flavours makes the cup even more full of goodness, not to mention pleasant to taste, that’s why we call it the “Pyaar ka Pyaala sehatwaala’ – a truly innovative offering.”
The tea market in India, which is highly fragmented, is estimated to be around Rs 6,400 crore, out of which HLL accounts for 31.8 per cent share with Brooke Bond Red Label being the single largest tea brand with over 10 per cent market share.
Though Taneja refused to divulge details about sales target for Brooke Bond Red Label Nature Care, he said that the new product would contribute to around 5-10 per cent of regular sales in the first year of launch.
HLL has adopted a 360-degree approach to promote its new offering. While television, print, radio, and outdoors will follow, more emphasis will be laid on on-ground samplings. The promotional activity will hit various media mixes by mid-September.