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Packet tea enlivens Tatas

New Delhi, Oct. 13: Tata Tea, with a 7.4 per cent market share in packaged tea in India, has shown a double digit growth ever since the brand was re-launched last year.

Speaking at the launch of Tata Tea Gold, a premium blended tea, managing director Percy Siganporia said, “At a time when packaged tea market is showing a dismal performance, Tata Tea has grown 7.4 per cent in terms of value and 8.8 per cent in terms of volume since the brand was re-launched last year.”

Tata Tea Gold has been priced at Rs 45 for a 250-gm packet and Rs 90 for 500 gms. In terms of pricing, it is close to Tata Tea Premium brand, which is priced at Rs 42.50 for a 250-gram pack.

“The USP of Tata Tea Gold will be its blending, which is 85 per cent CTC and 15 per cent long-leaf tea,” said a spokesperson for the company.

The other products, spread across premium, economy and popular categories, include Agni, Kanan Devan, Gemini, Chakra Gold and Tetley International blend.

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