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.