Tata Tea causes dust storm with Chakra Gold

Chennai: At a time when unorganised players are finding a great potential in the southern branded packet tea segment, Tata Tea, as part of its strategy, has relaunched its premium dust tea, Chakra Gold, with an improved taste, a new model and a new promotional campaign.

The company has roped in actress Bhoomika to promote the product and the new ad was shot by BharatBala Productions of Vandemataram fame.

Says Tata Tea general manager Mathew Xavier: “The new promotional theme has been developed based on the consumer insight that today's woman deserves and expects appreciation and applause for the difference she makes not only from her near and dear ones but also from the people around her. She expects appreciation and applause even for ordinary things done by her, which have been taken as granted all these years.“

Tata Tea has shot three different ad films with the same theme that they will be aired on television channels soon. The relaunch is expected to kick up a lot of dust at the marketplace and Hindustan Lever (HLL), the leader in the segment, is not expected to remain silent since the stakes are quite high. Xavier says the southern tea market is valued at Rs 500 crore. And Tata Tea, with its Chakra Gold, follows HLL in the premium dust tea segment.

As per the ORG figures, the fast-moving consumer goods major HLL leads in the two major dust tea markets in the south — Andhra Pradesh and Tamil Nadu. In Andhra, Tata Tea's share in the premium dust tea market is 12.29 per cent while in Tamil Nadu it is 14.54 per cent. On the other hand HLL's share in Andhra and Tamil Nadu markets is 15.31 per cent and 49.45 per cent, respectively. Smaller players dominate the price-conscious Kerala market.