Mumbai, 30th November 2015- In a significant announcement today, Tata Global Beverages (TGBL), the second largest player in the world in the branded tea category, announced their entry into the branded instant coffee business in India under the brand name Tata Coffee GRAND. After leading the Indian tea market under its iconic Tata Tea brand, Tata Global Beverages has taken a strategic step to leverage its product, marketing and retail expertise to enter the branded coffee space in India.
The new product was unveiled today by Mr. Sushant Dash, Regional President- India, Tata Global Beverages.
Tata Coffee Grand leverages the deep heritage of Tata in coffee from ‘Source to Sip.’ Sourced primarily from Tata Coffee’s own plantations in South India, these coffees are roasted and processed to perfection, making the product an intensely rich, fresh and aromatic coffee. The product is an innovative blend of the finest coffee powder & decoction crystals which gives consumers a ‘best in class’ taste experience in the instant coffee category.
Says Mr. Sushant Dash, Regional President- India, Tata Global Beverages, “The coffee category in India is poised to grow in the coming years and Tata Global Beverages is well positioned to enter this category. Tata Coffee Grand gives consumers the convenience of instant coffee along with excellent taste and flavor.
The coffee beans are primarily sourced from Tata Coffee’s plantations at South India famous for producing the best selections of Arabica & Robusta. The coffee is distinctly flavored and aromatic, to appeal to the discerning consumer. Our extensive market research revealed that consumers are seeking change in their coffee when it comes to taste, color, aroma and richness. With GRAND’s innovative blend, we aim at filling that gap by delivering a superior and differentiated coffee drinking experience.”
Tata Coffee Grand will be available in 50 gm pouch and Jar, Rs. 10, Rs. 3 and Rs. 5 in retail formats across India.