| Tata Tea, The flagship brand of
our company, was launched in 1987. The brand promises a cup of tea that gives
'asli taazgi' (real freshness) to the consumer. Tata Tea used tea leaves picked
from our own gardens, packed then and there at the gardens, thus sealing in the
real freshness of the gardens. The 'bagano ki taazgi' (garden freshness) proposition
appealed greatly to our consumers and made our brand a huge success.
Tata Tea still maintains and delivers on its promise of bringing a refreshing
cup of tea to the consumer, from the choicest tea leaves. Real
Freshness, Real Fun
Through the years Tata Tea has managed to communicate the freshness
that it promises through the pep and zeal of its advertising campaigns. Catchy
ad lines and memorable jingles have always been the hallmark of our communication
with the consumers. In 2000, Tata Tea has successfully positioned itself on the
'Asli Taazgi, Asli Mazaa' (real freshness, real fun) platform. Freshness
in a New Pack
In 1999 Tata Tea changed its pack to make it more youthful
and vibrant and launched the green polypack that it is currently available in.
Tata Tea is sold in both the leaf and dust variants. The dust variant is sold
in red polypacks in some regions. It is retailed in 1 kg jars, 500 and 250 gm
jars/polypacks, 100gm, 50gm, 25gm and 1 Re polypacks. Tata
Tea - where it stands today
The target group for Tata Tea cuts across all socio enonomic
classes. High quality product offering at reasonable prices coupled with an effective
communication strategy with the consumer has won the brand several thousand loyalists
across the country. Little wonder then, that Tata Tea is today the single largest
national tea brand in the country with a market share of 7% (ORG MARG retail audit).
The brand itself has managed to stay contemporary and relevant through continuous
efforts to rejuvenate it. This is corroborated by the annual 'Brand Equity' study
of the 'Most Admired' brands in the country which ranks Tata Tea first among all
tea brands and 30th over all, across all categories. | 
