Unable to make its presence felt in the Indian market in the last three years, Tata Tea has relaunched the Tetley tea brand. The brand has been given a fresh look, and more flavours have been added in an effort to capture a larger slice of the market. The Tatas acquired Tetley in 2000 and introduced the brand in India in February 2002. Percy Siganporia, managing director, Tata Tea said, "When we started (Tetley was launched) we had certain ambition. But we soon realised that the mix was not working. Rather than prolong the agony, we called a spade a spade and decided to relaunch Tetley."
Tetley has a market share of less than one per cent in value terms. As Siganporia puts the relaunched Tetley as "Tetley--the new expression of tea." Positioned in the premium segment, Tetley has been launched in customised flavoured tea bags --lemon, masala and ginger and Earl Grey. The fourth variant, Earl Grey is one of the popular flavours worldwide. The attempt is to improve volumes of the brand and taking Tetley to the mainstream consumer. Tetley, known as the pioneer in introducing tea bags is also available in regular packs. However, tea bags account for a minuscule share of the 700 million kg tea market in India.