Tata Tea announces re-launch of Tata Tea Premium
January 27, 2005

Tata Tea, the leading player in the tea industry, today announced the relaunch of Tata Tea Premium, the flagship brand of the company. The new offering features a new packaging; enhanced product quality and a reinforced brand building initiative that will help align the brand closer to its consumers. This initiative intends to further strengthen and enhance the leadership position of the brand, both in terms of market share and mind share.

As part of the re-launch initiative, Tata Tea has planned a new mass media advertisement campaign. The campaign will highlight the new positioning — "Taste Kaamyabi Ka". The new campaign will allow the brand to extend its appeal and popularity across a broad section of its target market. The new positioning reflects the role that Tata Tea Premium plays in the consumer’s life. The positioning is about the physical and mental rejuvenation that Tata Tea Premium provides to help overcome difficulties and achieve success. The new television commercial features tennis star "Sania Mirza" and prominent playback singer "Sunidhi Chauhan". The brand will now aim at highlighting itself as the catalyst to change the mindset of its consumers from "Can I?" to "I Can".

The brand has registered impressive growth in the past 18 months enabling Tata Tea Premium to increase the gap from its competitors

"Tata Tea brand has continually increased its market share from 7.6 per cent in March 2003 to over 11 per cent in October 2004. With the re-launch and the new positioning, the objective is to increase this lead further. The brand has performed extremely well, echoing the rapport with our consumers. The new brand building initiative intends on further cementing this close relationship," said Percy Siganporia, managing director, Tata Tea.

A strong mass media campaign and intense ground level visibility are supporting the re-launch of the brand.

About Tata Tea
A global tea major, Tata Tea has a significant presence in over 35 countries worldwide, making it one of the first truly Indian multinational corporations. Tata Tea’s operations spans the entire value-chain in tea, including research and development, tea cultivation, manufacture of black and instant tea, blending, packaging, branding, marketing, sales and distribution.