Top Story


Home >> Marketing >> Article

Tata Tea Premium to be relaunched, to cash on peak season demand

Font Size   16
Tata Tea Premium to be relaunched, to cash on peak season demand

After successfully relaunching the Kanan Devan and Chakra brands a few months ago, Tata Tea Ltd has now decided to relaunch its flagship brand, Tata Tea Premium, in October to cash in on the peak season demand in the winter months.

Industry analyst say that if Tata Tea goes ahead with the relaunch of its flagship brand, then it will be the third such exercise in the last six to eight months. In February this year it launched the Tetley brand and followed it up with the Temptation orthodox tea brand, which is an extension of the Tata Tea Premium brand.

The Tata Tea Premium brand is available both in the leaf and dust forms. The brand has been placed in the medium sector of the Indian tea market. The price band of the leaf variety in this sector is Rs 140-180 per kg and Rs 130-180 for the dust variety.

The brand's major competitor, both in the leaf and dust variety, are Red Label and Taaza belonging to Hindustan Lever.

Tata Tea hopes to increase its overall market share in the packet tea segment by one percentage point in 2002-03 with the launch of new brands and a relaunch of the older ones. Its share is expected to go up to 19 per cent from the existing 18 per cent.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...