Tata Tea Premium is the flagship brand of Tata Consumer Products. In 1985, Tata Tea pioneered the packet tea revolution in India bringing teas fresh from the garden directly to consumers in poly packs. As the portfolio began to grow, the Tata Tea brand was renamed as Tata Tea Premium in 2004.
In 2010, Tata Tea Premium re-launched with a new identity and positioning combined with rational and emotional communication through the badi patti, choti patti television commercial. With this campaign, Tata Tea Premium sought to appeal to the honest, socially-conscious homemaker of India, who wishes to be an agent of change in her circle of influence. She brings about this change in a harmonious manner, just like the harmonious blend of badi patti and choti patti in Tata Tea Premium.
Over a third of the households in India use one or another additional ingredient in their regular cup of tea. Ginger and Elaichi (cardamom) are the most commonly used ingredients so Tata Tea Elaichi Chai was launched to address this need for convenience amongst Indian consumers. Elaichi is known for its medicinal properties in Ayurveda and traditionally used in Indian cooking. The most recent addition to the Tata Tea portfolio is Masala Chai. This unique blend offering the flavor of 5 spices is a quality product that raises a toast to India’s favorite beverage.