Tata Tea Premium is the flagship brand of biggest selling tea brand of India, Tata Global Beverages Limited (TGBL). Tata Tea Premium has achieved its own leadership position by providing superior value to its consumers. The brand dominates several regions of northern, eastern and western parts of the country. A blend of big and small tea leaves goes into the making of a perfect cup of tea.
Tata Tea came to the market in 1964 as Tata Finlay, a joint venture between the Tata group and James Finlay. In 1983, the ownership passed into the hands of the Tata group. Subsequently, Tata Tea Premium was launched in 1985 and by 2003 it became the largest tea selling brand of India. Apart from its flagship brand, Tata Tea Premium, TGBL has variety of other tea brands under its umbrella— Tata Tea Premium, Tata Tea Gold, Tata Tea Agni and Tata Tea Life.
Tata Tea created history by undertaking the growing, processing and packaging aspects of tea and then selling its produce directly to consumers. As of now, TGBL is the world’s second-largest manufacturer and distributor of tea. It is also a major producer of coffee in India. Tata Tea Premium is not just about tea, the brand has rolled out promotional activities for social awakening through its landmark ‘Jaago Re’ campaign. The Tata Tea Premium ‘Jaago Re’ campaign, as it is called, stresses on the importance to fight for various social issues irrespective of their scale and magnitude. Through its campaign, the product appeals to its users to think about socially relevant issues.
The campaign gathered momentum right through the year in which it was launched in 2007. The idea of the campaign was to underscore the importance of tea in everyday life. The Jaago Re campaign has garnered applause and bagged awards for its innovative idea across various platforms. Proving that it was more than just a routine advertising campaign, it led to an unprecedented rise in the sales of the Tata Tea Premium brand. This magical beverage’s ability to restore and revive, to refresh and revitalise has helped myriad people and cultures.
In 2010, Tata Tea Premium was re-launched in India with the intent to take the brand further in its journey. On an average, tea accounts for nearly 80 per cent of the total beverage consumption in India. Tata Tea Premium has the privilege to cater to the needs of this large consumer segment.