Tata Tea launches 'Tata Tea Life'

Mumbai, Mar 12 (UNI) Tata Tea, the world's second largest global branded tea operation today announced the launch of 'Tata Tea Life', a regular black tea with the addition of natural flavours of herbs and spices, traditionally known to provide overall health and wellness.

The product has been specifically crafted after extensive consumer research, the findings of which suggested that while consumers want better health, they do not want to compromise on the taste which they are used to drinking everyday. Hence, Tata Tea Life is a product which tastes exactly like the normal cup of tea but with the added benefit of 'do good' herbs and spices.

''The brand has been positioned on promoting overall wellness and health. It's positioning is aptly articulated through its advertising slogan 'Jiyo Har Din Zyaada', which celebrates the universal consumer insight of wanting to get the most out of life everyday. Initially, the brand will be available in 250 gms and 100 gms packs priced at Rs 52 and Rs 20 respectively,'' Tata Tea Managing Director Percy T Siganporia said.

Outlining the growth strategy for Tata Tea Life, Tata Tea Executive Director Sangeeta Talwar said ''Being idea-centered is one of Tata Tea's great strengths. innovation, not for innovation's sake, but to deliver products of mass consumer appeal which make a difference in the everyday lives of consumers' has been the focus of the company in recent times. The new brand will clearly leverage the equity of the mother brand and the company's geographical strength to create rapid consumer trial and expand market share.'' Tata Tea is a leading player in the global beverages market with significant presence in over 40 countries.

UNI