The country's largest selling branded tea Tata Tea - is gearing up to take its number one position in the market to greater heights. The new initiative from the world's largest integrated tea company involves renewed emphasis on the quality of the tea, the packaging and a complete revamp of the brand communication. The tea in a Tata Tea packet is from the company's own gardens - providing better and consistent quality.

It reflects the tremendous amount of research invested by Tata Tea in understanding consumer preferences on the one hand and growing top quality product on the other. Tata Tea is a 'natural' blend, in that it captures the vigour and strength of upper Assam teas, thick and flavoury strains from gardens in Jorhat / Golaghat and the brightness and briskness of North Bank teas.

"A brand cannot occupy the number one position for so many years without something being exceptional about it. People who have discovered its unique taste have given this brand the edge it has over others in terms of consumer loyalty," says Homi Khusrokhan, Managing Director of Tata Tea Ltd. He attributes the great taste to the selective plucking of quality leaves nurtured expertly in Tata Tea's own plantations.