Brooke Bond launches 3 Roses Natural Care tea

Brooke Bond, a leading packet tea brand in the country, launched Brooke Bond 3 Roses Natural Care tea, here on Thursday.

The new tea, targeted at families, will contain natural flavours of ginger, ashwaghandha, adhimadhuram, yellakai and tulasi.

Announcing the launch of 3 Roses Natural Care, R Anand, marketing manager, Brooke Bond, said that Natural Care was targeted at mothers who wish to take care of her family's well-being on a daily basis.

"The goodness of tea is enhanced by five natural flavours," he added. It will be available in two pack sizes "� 250 gm pack for Rs 57, and 100 gm pack for Rs 25.

The company has already launched Red Label variant of Natural Care in other parts of the country including Andhra Pradesh and Karnataka. It has launched 3 Roses brand of Natural Care in Tamil Nadu as the 3 Roses is a leading brand in the state. The company will kickstart its promotional campaign soon in Tamil Nadu, for which it would spend a couple of crores.

Stating that Red Label Natural Care was receiving good response in Northern India, he said that it had garnered a market share of one per cent in its first full quarter, October-December 2005.

Brooke Bond has four key brands -- Taj Mahal, Red Label, Taaza and 3 Roses. The company claims to have a market share of 54 per cent, led by 3 Roses, in the packet tea category in Tamil Nadu and 30 per cent share in the overall Indian packet tea category. In Tamil Nadu, consumption of tea in the home segment is about 60 per cent, said Anand.

The tea market in India is estimated at about Rs 6,400 crore, of which packet tea accounts for 60 per cent.