Tata Global Beverages Ltd (TGBL) has launched a premium brand Tata Tea Fusion and is looking at the segment as one of its growth drivers on the back of plans to add more offerings to its portfolio.
The company's new launch is aimed at catering the upgrading aspirational customers of tier I & II cities.
"We have launched it on the premier-end of the market. It is for the Indian consumer who wants to have the normal boiled taste of tea, it is for the Indian palate," Tata Global Beverages Regional President - India, Sushant Dash, told PTI.
Tata Tea Fusion comes in two variants - Superior Assam & Green Tea and Superior Assam & Kenyan Tea. It would have compartmentalised packaging with a dual storage facility, which can store two different types of tea in a single pack.
On premiumisation of the tea segment, Dash said: "It's too early to comment on that but premiumisation is a clear trend. There is a segment of people looking for better products and premium offerings. This is across all FMCG categories and it is relevant for tea as well."
He further said that green tea, a premium product, has been accepted by people for health and wellness reasons, and similarly the fusion brand will also be accepted.
When asked whether TGBL plans to bring more premium products in tea, he said: "Hopefully. We are continuously working across segment. Premium segment is growing with the economy and income. It is a segment which we would surely look at and monitor."
However, Dash also added: "We would not only concentrate at the premium segment. We would look at all segments and wherever we will feel that we can make difference, we would launch the product."
The company has launched Tata Tea Fusion pan India and is planning to run a 360 degree campaign for its marketing and branding. It would also tap the digital platforms for sales and promotion.
However, Dash declined to share the amount which TGBL would spend on it saying: "It would be best in its class."
On exports of Tata Tea Fusion, he said: "As of now, it is for India. We will see how the brand does in the initial days. Once we see acceptance of the product, the we would think to introduce into new geographies.
