Tata Global Beverages relaunches Tata Tea Premium in country

MUMBAI: Tata Group's Tata Global Beverages Limited (TGBL) today announced the re-launch of its flagship brand Tata Tea Premium in India.

Premium is currently the largest packet tea brand in the country accounting for an all-India value share of 8 per cent, a press release issued here stated.

"Tata Tea Premium is a brand, which has achieved its leadership position by providing superior value to the consumers. The brand dominates several states in the North, East and Western part of the country," TGBL's Vice-President Marketing, Sushant Dash, said.

The last two years have been difficult for the tea category with tea prices in the auctions going up rapidly, he said.

"Rise in tea prices combined with inflation on sugar and milk has actually resulted in a drop in consumption per household for the category as a whole. The intent of this re-launch is to take this brand further in this journey," Dash added.