One in three households in India wakes up to a cup of Tata Tea. The brand has used its consumer affinity to drive social awakening through a wide range of impactful initiatives.
Over 35 years ago, Tata Tea began its journey when the packaged tea market in India was dominated by a large player with over 70% of the market share. While most thought entering this market was a high-risk proposition, Tata Tea envisioned an opportunity.
Today, Tata Tea goes beyond being just a cup of tea - it is a fresh start to a new day for millions of Indians. With its extensive range of variants through national and regional brands, Tata Tea understands the regional preferences of its consumers like no other, delivering the perfect cup of tea in a country as diverse as India.
The brand speaks to its consumers in a distinct voice, ushering a wave of collective consciousness through its landmark ‘Jaago Re’ (wake up) campaign – first launched in 2007 on Facebook. It urges the people of India to question society’s apathy towards issues of national importance ranging from corruption to voting to gender sensitisation.
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.
Tata Tea Gold
In the place where the valley meets the mountains, Tata Tea Gold is born. An exquisite tea that combines the rich fullness of fine valley grown teas from Assam with the irresistible aroma of specially selected long leaves from the highlands. Expertly blended by the master craftsmen from Tata Tea, this marquee national black tea offering from Tata Tea’s portfolio has been specially crafted for the discerning tea consumers.
Along with its unique product credentials, Tata Tea Gold has been strengthening its essence in its own unique style. By celebrating #DilKiSuno stories of people who have listened to their hearts and pursued their own dreams, Tata Tea Gold has been bringing alive it’s ‘Dil ko naa kahoge to pacchtoage’ (Listen to your heart, or you’ll regret it) positioning with great pride and passion. With its rich taste and irresistible aroma, Tata Tea Gold wants to inspire consumers to tap into their inner voice and follow their own calling— #DilKiSuno.
Tata Tea Gold Care
Our expertise of over 30 years brings to you Tata Tea Gold Care - a handcrafted blend that combines the richness of tea with the goodness of Indian herbs. Tata Tea Gold Care is infused with a medley of five native ingredients that provide wholesome goodness and well-being in every cup. Tata Tea Gold Care packs the goodness of five native herbal ingredients including immunity boosting Tulsi to make a perfect cup of wholesome masala tea with each ingredient being known for a health benefit.
Tata Tea Agni
Agni is the second largest brand in Tata Tea’s extensive portfolio, with a presence across more than 22 Indian states. Agni was first launched as a product targeted at price-sensitive consumers, especially those who aspired to shift from loose to branded tea. Later, Agni reinvented itself by migrating to the Tata Tea umbrella, in order to leverage the brand’s equity and resources. Tata Tea Agni gives consumers a strong tea with 10% extra-strong leaves at the best price.
1868 by Tata Tea
1868 by Tata Tea is a range of luxury teas from across India that celebrates the legacy of the Tata group. The significance of 1868 is derived from the year the Tata group was founded, and an exclusive collection of the 1868 range of teas was first unveiled at the Tata kiosk at the World Economic Forum (WEF) 2018 in Davos, Switzerland as the Tata group celebrated its milestone 150th year.
These teas are a selection of specially curated black and green teas picked from the finest tea gardens in Assam, Darjeeling, Nilgiris and Munnar. Each variant has been paired with spices, fruit flavors and flowers to create a unique experience that sparks moments of magic for our discerning consumers. The range is exclusively available through its own e-commerce website marking Tata Tea’s entry into the premium tea space that leverages the fast-emerging direct to consumer commerce model.
Tata Tea Chakra Gold is the second largest tea brand in South India and eighth largest across India, in terms of market share. Over the last 30 years, it has built a strong equity in the South Indian states of Tamil Nadu and Andhra Pradesh where it is predominantly sold. Made from the choicest Assam teas, known for their strength, Chakra Gold is loved for its strong and lingering taste. With the recent restage of Chakra Gold and the launch of a new variant Elaichi, we intend to strengthen portfolio play and build equity in the fast-growing premium tea segment in South India.
Tata Tea Kanan Devan
Tata Tea Kanan Devan is the second most loved tea brand in Kerala, and one of the largest brands in Karnataka in the dust tea segment. Kanan Devan was popular as a loose tea mark for more than seven decades, and was then launched in 1984 as a packaged tea brand in Kerala. It was subsequently extended to Karnataka, Goa and Tamil Nadu. Since then, Kanan Devan has been a key brand of the Tata Tea portfolio.
In Karnataka, the brand is positioned on the platform of pure and natural. In addition to the regular Classic version, the brand also offers Tata Tea Kanan Devan Strong , for consumers who prefer a stronger cup of tea, and Tata Tea Golden Leaf , a premium leaf offering from Kanan Devan that delivers an end cup with superior taste and aroma.
Tata Tea Gemini
Tata Tea Gemini has been the undisputed market leader in Andhra Pradesh and Telangana combined, in volume as well as market share for many years. Launched in 1978, Tata Tea Gemini is a premium blend made from the choicest teas sourced from the valleys of the Brahmaputra River in Assam. The signature bright brown colour of the tea symbolizes the balance of taste with the right amount of strength. The brand comes in a pack inspired by local Kalamkari art forms that are a symbol of pride of the Telangana region.
Tata Tea Quick Chai
In today’s busy lifestyle, consumers are looking for products that are easy and quick to prepare with no compromise on taste, aroma and colour. With this in mind, our experts at Tata Tea set out on a journey to create a unique instant tea for the new age consumer. Introducing Tata Tea Quick Chai - a carefully crafted and unique instant tea, that unlike any other product in the market, gives the taste of home-made boiled tea.
Currently available in two great tasting flavors: Masala and Ginger.
Tata Tea Tulsi Green
Amidst a demanding lifestyle, consumers are constantly on the lookout for beverage offerings that not only taste great, but also support their overall health and immunity. Tata Tea Tulsi Green is a uniquely crafted product that comprises of 65% real Tulsi leaves (mix of Rama, Krishna & Vana leaves) and 35% green tea. This product packs the age-old tradition of consuming Tulsi leaves to improve overall health and immunity in a tea bag or loose tea format. It is currently available in two formats: Loose tea leaves and tea bags.
So, sit back and enjoy a warm cup of tea with real Tulsi leaves. Asli Tulsi when you need it!
Tata Tea Teaveda
The tea experts at Tata Tea set out on a journey to create a tea blend that gives the consumer the goodness of all-natural ayurvedic ingredients with the real taste of their favorite tea.
Introducing Tata Tea Teaveda, a tea blend using carefully selected Assam teas with the goodness of Tulsi, Ginger, Brahmi & Cardamom crafted specially for the consumer who loves the real taste of tea.
Consumers today are demanding products with natural & herbal ingredients but are not willing to compromise on taste. Tata Tea Teaveda is in line with consumer expectations of taste and benefit which gives the brand a strong platform in a fast-growing segment.
Currently available as loose-leaf tea in 100 g and 250 g packs.