India is one of the prime markets for tea consumption owing to its billion plus population. It is not just a drink but a daily habit for people across all socio-economic categories and is consumed in every nook and corner of the country by people. Thus, it presents a huge opportunity for both national and international players in the category.
Recently, Tata Global Beverages (TGB) decided to cut costs and launch herbal tea products in the Indian market.
Tata Global Beverages has brought green tea products both in mass and premium range- Tata Tea (mass product) and Tetley (premium product).
Green tea, fruit and herbal flavours are “showing a strong growth” in developed market.
Tata Global Beverages is bringing the balance between black and non-black tea in favour of the growth segment.
The reason people turning to green tea is for its health benefits. Moreover, green tea is fortified with additional vitamins.
Tata Global Beverage’s Tetley Tea is one of the top three selling tea brands across the world. The brand is regularly working on innovations in the category. TGB has properly targeted the Indian market and positioned its product correctly. The brand has drawn new users into the category and the ones who had moved on from drinking tea.