New Delhi: Tata Global Beverages is trying to cash in on the growing interest of health conscious food and drinks in India and is expanding the range of its green tea range sold under the 'Tetley' brand.
The company, which on Thursday launched three more variants under the Tetley green tea range, said it will continue to focus on the big cities and metros, and look for more flavours "appropriate for the Indian palate".
"Green tea market is a small market but a very fast growing one. Green tea has always been associated with health and over the years, people are getting more health conscious. So being a market leader, our effort is to find various ways to expand the market," Tata Global Beverages Vice President (Marketing) Vikram Grover said.
According to industry estimates, the Indian packaged green tea market is around 3.5 lakh kg per annum in volume terms and is believed to be growing at the rate of 50 percent. At present, some of the brands in the market include Lipton, WakhBakri and Himalaya.
"We want to make sure that we are present in all the relevant markets like the metros and large cities. Our challenge is how to increase the penetration of the product. We are also focused on the availability of our products in retail outlets in abundant quantity," he said.
With the launch of three more variants -- Cinnamon and Honey, Citrus and Spice, and Aloe Vera, Tetley is now available in six flavours under the green tea segment in India. It is priced at Rs 50 for a pack of 10 sachets and will initially be available at high end retail outlets and supermarkets in Delhi, Mumbai and all key metros.
Grover said the company will continue to promote consumption of green tea by creating awareness about its health benefits. As part of the effort, Tetley is organising an awareness programmes 'Healthy Fun Days' this month.
Besides the company has also lined up sampling activities at parks (Jog Fests), malls and centers of a popular gymnasium chain across Delhi.
Tetley tea is one of the brands owned by Tata Global Beverages. It is sold in over 70 countries worldwide. It already has flavours such as Assam tea in Black tea category, Ginger, Mint, Lemon and Honey and Lemon in green tea category and Masala, Lemon, Ginger, Elaichi, Tulsi & Lemon in its flavored tea portfolio.
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