The portfolio which includes a wide variety of beverages sold in over 40 countries is set to target Indians living in tier-2 and tier-3 cities as a way to introduce the concept of 'healthy living' while acquiring a larger share of the beverage-industry market pie."
The campaign has a catchy tag, "Inside waala snaan' which explains the positives of making green tea an innate part of daily lives of Indians by cleansing toxic waste from the body.
"We have been pioneers in the beverage industry and introduced green tea five years back. We analyse the trends and latch onto them much before others" says Vikas Grover, vice-president marketing for Tata beverages.
Tata beverages has been on a spree to position itself as the global leader in beverages and has been focusing prominently in the category. It was Tata-Starbucks alliance that brought the international coffee giant to India.
On probing further about selecting Bollywood actress Kareena Kapoor as its brand ambassador, Grover says, "She follows a conscious healthy lifestyle and is popular amongst the masses. She completely believes in healthy lifestyle and hence was the perfect fit to take our brand forward to the masses".
Indians are majorly black tea drinkers. Green tea has been an acquired cultural habit that came along with the urban India's urge to stay fit.
Tata beverages has launched an advertisement campaign featuring the actress for the same after the product launch.
On prodding further about the need for re-introducing Tetley green tea, Grover adds, "Indians realise the importance of health like never before. Hence there is a gradual shift in lifestyles and the way we consume healthy products. This has been an experiment for us from the marketing point of view and we are keeping our fingers crossed."
Tetley green tea is available in six different varieties. On the back of weak global cues and industry estimates from Crisil that tea prices will see a marginal rise post April 2014, it will be interesting to see different brand fight it out for the numero uno position in the market shares.