Foray of India's Largest Tea Brand into the Economy Segment

AMigration of Agni under the Tata Tea umbrella is an ambitious brand consolidation initiative, whereby TATA TEA Agni, became its new offering for the economy segment.. By bringing the popular economy brand Agni under the stable TATA TEA, the flagship brand, the company intends to further consolidate its presence in the large and promising economy segment by leveraging the tremendous equity of the flagship brand and allowing consumers access to the popular TATA TEA brand. Tata Tea Agni has been developed through painstaking consumer insight mining and satisfies the economy consumers' need for a differentiated product at an affordable price.

The new Tata Tea Agni not only offers an innovative blend consisting of 10% high quality extra strong leaf, but also comes in stylised superior quality packaging unmatched in this segment. The product is supported through mass media for generating consumer awareness and the POP is designed to create shelf space rather than grapple for it. The product also boasts of the first Rs. 30 convenience pack to offer consumers an affordable price point.

With the launch of Tata Tea Agni, Tata Tea now has a strong presence across all the segments in the leaf tea market. Economy segment consumers who aspire for Tata Tea will now have an unique opportunity of savouring a 10% extra strong blend at favourable price points of Rs. 5, Rs. 10 and Rs. 30".TATA TEA has demonstrated robust performance in its key markets, making significant gains in its market share and mindshare. This initiative will allow us to provide a tighter focus to our brand building efforts and also enlarge opportunities for further reinforcing the tremendous equity our flagship brand, TATA TEA enjoys".

Tata Tea Agni leverages the equity of Tata Tea which is the No.1 brand in the country today. Tata Tea Agni will tap the large economy segment which is about 60% of the leaf tea market and we are confident with its unique blend and superior packaging it would capture the imagination of the economy segment consumers. "