Tata Global Beverages forays into branded coffee
India: Tata Global Beverages Ltd
(TGBL), world second largest player in the branded tea category has entered the
branded coffee space in the country. Tata has had deep heritage in the coffee
in India as the company has its own plantations in south India which are known
for producing the best selections of Arabica and Robusta.
Indian instant coffee market is worth
INR 1300 crore and Tata is aiming to boost its earnings from coffee division. The
new product Tata Coffee Grand has been developed in association with its
subsidiary Tata Coffee and is said to be an innovative blend of the finest
coffee powder and decoction crystals which is aimed at giving Indian consumers
a 'best in class' taste experience in the instant coffee category. New product,
Tata Coffee Grand will be available in 50 gm jar, 50 gm and 5.5 gm pouch priced
respectively at Rs 110, Rs 95 and Rs 10.
According to TechSci Research, the
instant coffee market India is growing and it is likely to grow in coming
years. Besides, Tata has synergy and plenty of scope to grow as India is seeing
a consistent growth in the per capita coffee consumption. Furthermore, by
pricing its products competitively, Tata has widened consumers’ choice and this
can also lead to price based competition in the instant coffee market place in
India.