TATA TEA GOLD

September has heralded the launch of Tata Tea GOLD, a tea that has aroma coupled with a refreshing taste. The product, introduced as an upgrader variant of Tata Tea brand, has a blend of 85% CTC and 15% long leaf tea. This is a blend of tea which is visually unique and a superior taste. - a n innovation in the tea market.

The blend has been arrived at after extensive research and feedback from the customers. Customer feedback suggested that aroma in tea, is always a strong indicator of great tasting tea. Though there are brands that have long leaves in CTC tea, (Red Label and Godrej), that exists at claim level only and the teas are not different, visually or taste-wise. Eight blends were tested with consumers and the blend selected has been the 85% CTC and 15% long leaf blend that has been named Tata Tea GOLD.

Maintaining the trend of being an innovator in packaging, Tata Tea GOLD, launched in 250 gm and 500 gm packs uses a standi-pack format. Apart from being visually appealing on store shelves, the pouch, made of thicker polyester laminate, ensures that the aroma is retained in the pack. The offering is priced only slightly higher than the Tata Tea brand: at Rs.45 for 250 grams and Rs.90 for 500 grams, making it competitive and attractive for customers.

Tata Tea GOLD, has already been launched in the West, the East and in the North and in the next phase, South India will be covered. The launch has been aided by attractive Point of Sales material. Television commercial is on air on national media from 16th October . The commercial has been designed keeping in mind the brand personality and has "Na kahonge toh pachtaonge" as its sign-off line.

With the trade and the customers upbeat about the brand, lets hope the Tata Tea GOLD brand, takes the same path of grand success as its mother brand!!