Institute of Marketing Communications India®

Tata Consumer Products presents Tata Tea Premium Street Chais of India

Tata Consumer Products Limited has recently launched a range of teas under the brand name "Tata Tea Premium - Street Chais of India." This tea range aims to celebrate the unique flavours inspired by the streets of India. The launch event for this new range was held at the Sultanpur Metro Station, where Puneet Das, President - Packaged Beverages, Tata Consumer Products, launched the new tea range.

The launch event was unique, with the Delhi metro being enveloped in the brand's Delhi pack, celebrating the Delhi Street Chai and iconic Delhi monuments. In addition, Rapper RCR Rapstar performed a specially penned rap song that captured the colourful spirit of Delhi's street chai culture while travelling from Sultanpur to Lok Kalyan Marg metro station. The brand's hyperlocal approach to creating distinct blends has taken this approach to new heights by evoking pride and nostalgia and bringing alive the city streets with its iconic street chais.

The range comprises four iconic variants inspired by the trademark flavours from the streets of India, including Mumbai Cutting Chai, Purani Dilliki Mithai Chai, Kolkata Street Chai, and Hyderabadi Irani Chai. The four packs have distinctive packaging, representing the pride of each city and its different iconic elements. The Delhi pack showcases the pride of Delhi – The Red Fort.

Overall, Tata Tea Premium - Street Chais of India is a collection that appreciates and celebrates India's very local street flavours. The packaging, which features a classic green colour, rightly carries out the premiumness of the brand and emphasises the story behind each variant. This tea range is priced at MRP Rs. 145 (incl. of all taxes) and is available on e-commerce and grocery outlets near you, making it easily accessible to all tea lovers.


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