Tata Consumer Products is moving to premiumise its packaged tea portfolio as part of a broader strategy to drive growth in the beverage segment.
The company sells both orthodox and CTC teas under a mix of economy and premium brands, aiming to capture higher value from the market. Tea continues to represent the largest portion of the packaged beverage business, while coffee contributes a smaller share but is growing at a faster pace.
Distribution spans both general trade and e-commerce channels, with general trade accounting for around 80 per cent of overall sales.
The company is leveraging its extensive distribution network to expand reach, ensuring products are available across urban and semi-urban markets. Premiumisation efforts are expected to influence product positioning, pricing strategies, and marketing initiatives, targeting consumers willing to pay more for differentiated offerings.