Tata Global Beverages Limited (TGBL), a leading player worldwide in the tea segment, launched its coffee brand - Tata Coffee Grand here on Monday. The new brand is to focus on the domestic market of India.
Sushant Dash, regional president, India, TGBL, said, “The coffee category in India is poised to grow in the coming years and TGBL is well positioned to enter this category. Tata Coffee Grand gives consumers the convenience of instant coffee along with excellent taste and flavour.”
Speaking to FnB News at the launch, Dash said, “We have always seen for the years earlier that filter coffee is prominently consumed in India. If we segregate, we will have two markets; approximately 74% for roasted and ground and the remaining 26% of instant coffee. We want to tap those 26%. Coffee market is growing and we want to be a part of it.”
“The coffee market in India is about Rs 1,800 crore and is growing at about 20% year on year. Beverages consumption in India has gone up due to an impulsive rise in coffee consumption among youth, today,” added Dash.
While speaking on sourcing coffee, Dash said, “Tata Coffee has its deep heritage from 'source to sip.' Tata sources coffee primarily from its own plantations in south India where best selections of Arabica and Robusta can be availed. Later, these coffee beans are roasted and processed to perfection. Grand is intensely rich, fresh and aromatic. Grand is a blend of coffee powder and decoction crystals which offers consumers a best in class experience.”
He confirmed, “Though Tata has Starbucks for cafe formats, Tata Coffee Grand will not be for Starbucks. It is available for day to day consumption and will be available in retail stores for domestic retail markets of India. Starbucks is all in all a different segment.”
Speaking on the pricing, Dash said, “The pricing will be differentiated according to the regions. Distinctive pricing strategy in south India. And for the rest of the nation, it will be different. The market is extensively fragmented, when it comes to retail. We have our own in place distribution systems in India which will tap the market spotting the exact demands and also the new markets. We will be looking ahead to the market of north India as tea consumption is rampant. We will be also looking out for consumers who don't consume either of the beverages.”
The product is available in 50 gram pouch of Rs 115 and jar of Rs 130 in retail formats across India.
TGBL has its presence worldwide with brands like Tata Tea, Tetley, Tata Gluco Plus, Good Earth Tea and natural mineral water.
