Tata Tea Premium
Tata Tea Premium is the flagship brand of Tata Consumer Products and one of India’s most popular Tea Brands. In 1985, Tata Tea pioneered the packet tea revolution in India bringing teas fresh from the garden directly to consumers in poly packs. As the portfolio began to grow, the Tata Tea brand was renamed as Tata Tea Premium in 2003
In 2019, Tata Tea Premium relaunched by leveraging its DNA of understanding different regional tea taste preferences of consumers and offering blends to cater to these specific preferences to make it a ‘Desh ki Chai’. The relaunch was the first-ever ‘hyperlocal’ campaign for each of the key states it is present in with an objective to evoke regional pride, while leveraging its national stature.
With this hyperlocal campaign the brand created a customized marketing mix for each state consisting of state-wise customized packaging that reflected the symbols of pride for that state, localised communication rooted in state specific insights and hyperlocal media choices effectively targeting the state.
The brand is available in Leaf and Dust variants across multiple SKUs from ranging 4g to 1.5KG across India.