Benchmarking itself on prices of the loose tea regional players and yet hoping to offer products that will give the branded tea market a run for its money, Godrej Tea Ltd launched its two flagship houses, ‘Godrej Noble House’ and ‘Godrej Chai House’ in Mumbai yesterday.
The company is conducting a phased roll-out of its two brands over the country beginning with Andhra Pradesh, Tamil Nadu, Uttar Pradesh, New Delhi and Mumbai.
The company is sourcing its premium quality teas from auctions conducted in August, September and October and while Chai House is being aimed at the mid-premium segment with popular range pricing (approximately Rs 160 per kg), Noble House — a blend of premium Assam tea and Darjeeling tea (champagne of teas) is being touted as premium segment tea at mid-premium prices (Rs 200 - Rs 210 per kg).
Nobel House is priced at Rs 55 for a 250 gm pack for its leaf varient and Rs 48 for the dust. Chai House similarly, is priced at Rs 40 for a 250 gm pack of leaf and Rs 37 for dust.
The company will not be piggy-backing on the Godrej distribution network, having a 500 strong network of its own. The company though has an introductory offer for its teas, giving away fairglow soaps and Cinthol Original for approximately 1-1.5 months.