Nov 22, 2006, 07.43 PM | Source: Moneycontrol.com
Tata Tea Gold introduces single origin teas. Launches 4 variants - Darjeeling, Assam, Nilgiris & Ceylon
Tata Tea , the single largest tea brand in the country and the world's second largest global branded tea operation, today announced the launch of 4 variants - Darjeeling, Assam, Nilgiris and Ceylon, of Single Origin Leaf Teas under the Tata Tea Gold umbrella.
Tata Tea Gold, an up grader variant of Tata Tea was launched in 2003, to cater to the popular top-end segment. It was the first major innovation in the tea category. The innovation was consumer insight driven.
Speaking on the occasion, Ms. Sangeeta Talwar, Executive Director - Marketing, Tata Tea Limited said, Tata Tea has always believed in creating relevant differentiation in the market place. We understand the importance of building stronger relationships with existing consumers, reaching out to new consumers and keeping the category vibrant. Tata Tea Gold'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 consumers."
Currently, Tata Tea Gold has a 1.6 percent market share and is growing at 18 percent.
Outlining the growth strategy for Tata Tea Gold, Mr. Sushant Dash, Group Product Manager, Tata Tea Limited said, "Over the past 3 years, Tata Tea Gold has emerged as one of the leading players. It is the fastest growing brand in the category. The strategy now is to leverage the strength of this brand and offer consumers something new. With the introduction of the Single Origin teas, we are entering into a new segment altogether. This will provide the consumers something new and unique.
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