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Our Bureau

Also launches Tetley brand of green tea

Kolkata , Nov. 22

Tata Tea Ltd (TTL) launched hereon Wednesday four variants of single origin orthodox tea under the Tata Tea Gold brand, namely, Darjeeling, Assam, Nilgiris and Ceylon, each variant reflecting the subtleties of the places of origin, with the hope that the demand for orthodox tea in the country will gradually rise in the coming years. A triangular pack of 100 gm has been priced at Rs 30.

The company also announced the launching of Tetley brand of green tea (in tea bags) in the domestic market to create a unique "well-being segment" in the category of branded tea. It has been priced at Rs 25 per box containing 10 bags.

Orthodox Tea

"With the economy growing, people becoming more and more conscious of what they use and spending more for better living, the demand for orthodox tea is set to go up and Tata Tea's foray into single origin leaf teas is in line with the company's ever striving efforts at offering newer and better innovations for its discerning consumers," said Ms Sangeeta Talwar, Executive Director (Marketing), TTL.

Right now, the production of orthodox tea in the country was around 130 million kg out of the total tea production of about 945 million kg. "The production being demand driven, any rise in the demand for orthodox tea is to boost its production also," she said.

She, however, made it clear that there was no proposal for withdrawing the Tata Tea Gold, an upgraded blended variant of Tata Tea Premium. Launched in 2003, Tata Tea Gold had been a big hit in the market, posting more than 30 per cent growth annually for the past few years.

Currently, Tetley has over 30 per cent market share (in value term) in the domestic tea bag segment and is the second largest tea bag brand in the country.

Ms Talwar indicated that TTL would shortly come out with a few more products.

More Stories on : New Products & Services | Tea | Tata Tea Ltd

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