- Taking ahead the hyperlocal approach of Tata Tea Premium, the brand launches four unique and authentic tasting chai variants as part of the Tata Tea Premium Street Chai collection
- The brand has launched four unique variants – Kolkata Street Chai, Mumbai Cutting Chai, Purani Dilli ki Mithai Chai, Hyderabadi Irani Chai
INDIA: Tata Consumer Products Limited launches Tata Tea Premium Street Chais of India, a range of chais celebrating unique flavored teas inspired by the streets of India. The core concept of the carefully curated tea range is to bring alive the flavor of teas that one gets at the chaiwallahs and the experience that comes with it, which is deeply rooted in the culture of every city. Each city has a distinctive flavor and a typical milieu, which invokes a sense of pride and nostalgia for the people from the city and conjures a memory for the people who visit the city. The brand wants to create this experience for its consumers at the convenience of their homes with this unique range inspired by four different regions of India.
The Tata Tea Premium Street Chais of India features four iconic variants inspired by the signature flavors from the streets of India – Kolkata Street Chai, Mumbai Cutting Chai, Purani Dilli ki Mithai Chai, Hyderabadi Irani Chai. With this launch, the brand aims to celebrate the authentic taste of local flavors of the East, West, South, and North regions. The authentic taste of these unique street-side chais can be hard to replicate at home, which is why the brand aims to help consumers to create the experience in the comfort of their homes. Tata Tea Premium Street Chais of India is made to appeal to chai lovers, taking them right back to their favorite tea stall in their hometown with every cup.
Commenting on the launch, Puneet Das, President – of Packaged Beverages (India and South Asia), Tata Consumer Products said, “Tata Tea Premium Street Chais of India is a one-of-a-kind range of tea made with the intention of bringing the taste of street style chai to the comfort of the consumer’s home. The feeling of comfort and longing associated with street-style tea is very close to people’s hearts and makes them feel closer to their cities and homes. This innovation aims to disrupt the tea segment with city local chai flavors. Built on the insight of the rise in demand for regional flavors and localized menus across the country, the product highlights various quirks and styles of making tea in each city. It is basically the flavor of the city packed in a teacup”.
Tata Tea Premium is known for its unique ‘hyperlocal’ approach of creating distinct blends, and the Tata Tea Premium Street Chais of India collection has further expanded on this approach by not only evoking pride and nostalgia but bringing alive the hustle and bustle of the city streets with the iconic street chais of these cities.
The classic green color and the rectangular box rightly bring out the premiumness of the brand and highlights the story behind each variant. The four packs have unique packaging, representing the pride of each city and its various iconic elements, such as the Victoria Memorial, and the yellow taxi signifying the old-world charm of Kolkata; The Chhatrapati Shivaji terminal and the red double-decker bus reflecting Mumbai’s hustle-bustle. Similarly, the packs for Delhi and Hyderabad narrate the stories of these cities with an absolute sense of pride and nostalgia. Tata Tea Premium Street Chais of India is a collection that appreciates and celebrates the very local street flavors of India.
All variants of Tata Tea Premium Street Chais of India are 250 g, priced at Rs. 145/- and available on E-commerce and Grocery outlets near you.
