Saturday, 4 April 2009

Summer is here: Tata Tea forays in soft drinks.

Summer is here and all the Food and Beverages companies are gearing up to increase their product's visibility. Companies are ready to tap the huge huge potential market and the competition is all set to become stiffer between local and international players.

Tata Tea, a premiere Indian tea company, has made its foray into the branded cold drink market with the launch of T!ON. The launch took place in Chennai, targeting youth. T!ON is available in three exciting flavours, Mango Rush, Peach Punch and Apple Buzz, the 400 ml pet bottle is priced at Rs. 22.

Tata Tea Executive Director Sangeeta Talwar calls it a defining moment in her company’s history and something that is all about “disruptive innovation”.

The beverages market size is almost double that of branded tea, in which Tata Tea currently operates. Tea contributed close to 80 per cent of the Rs 4,366 crore company’s sales in the last financial year and the company is conscious of the warning signals.

While T!ON’s success is yet to be seen, Tata Tea has been firmly on course to being a brand-centric beverage company for some time now. It has in the past made acquisitions like Tetley, Good Earth (herbal, medicinal and traditional teas), Eight O’ Clock Coffee and Himalayan Water to diversify its range.

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