Brooke Bond uses five flavours in new launch

Chennai, Mar 16 (UNI) The 'Brooke Bond 3 Roses Natural Care' was launched today, with Hindustan Lever aiming to enhance its share in the Rs 6,400 crore tea segment.

The presence of the five elements, tulasi, ginger, ashwaghandha, addhimadhuram and yellakai, in the latest launch of 'a healthy cup of love,' was to provide a ''unique and relevant product, to make a real difference to consumers' lives,'' Brooke Bond Marketing Manager Anand Ramachandran said at a press conference here.

In Tamil Nadu, in the packet tea segment, Brooke Bond 3 Roses was the market leader with over 54 per cent market share, he claimed.

The large and fragmented beverage reflected the 'multidimensional character in India,' with the highly price-sensitive prepared tea accounting for ten per cent of food expenditure.

Mr Ramachandran said key trends showed ''wellness, back to nature, connecting to one's roots and playfulness-flavours experimentation'' were dominant on the consumers' minds. The new product was targeted at families seeking wellness in their daily lives. In the full quarter of its launch in the north, it had already cornered a one per cent share nationally, indicating the acceptance aspect, he said adding the flavoured tea was available in 250 gm pack for Rs 57 and 100 gm pack for Rs 25.

The repositioning strategy of the various brands meant an increase in the company's tea market share with the 36 per cent share in south India in 2003 going up to 47 per cent in December 2005. The new strategy also helped its overall market to rise from 23 per cent to over 30 per cent now.

The portfolio of Brooke Bond now covered four sub-brands, Brooke Bond Taj Mahal, Brooke Bond Red Label, Brooke Bond 3 Roses and Brooke Bond Taaza.

UNI HV VV 1736