Tata Tea intends to foray into the iced tea market under its Tetley brand early next year. The company is currently gauging the market potential of this segment. It is also exploring opportunities to extend its existing brands to regional variations and new flavours within the hot tea segment over the next two years.
Tata Tea Ltd recently announced a series of initiatives being undertaken to retain Tata Tea's leadership position. The Tata Tea brand at present has a 6.7 per cent market share, according to ORG data. The revamp exercise of Tata Tea will include greater emphasis on the quality of tea, enhanced packaging, and a fresh brand communication.
According to company sources, Tata Tea's current penetration stands at over 11 per cent of all Indian households. The company's brand portfolio includes Tata Tea Premium, Agni and Agni Sholay in the economy segment, Kanan Devan, Gemini dust tea, Chakra Gold and Tetley.