Tata Consumer Products Limited introduces Tata Tea Premium Street Chais of India, a line of chais that celebrates the unique flavoured teas inspired by India’s streets. The meticulously curated tea range’s primary concept is to bring to life the flavour of teas found at chaiwalas and the experience that comes with it, which is firmly steeped in the culture of each city. Each city has a distinct flavour and a distinct milieu that evokes a sense of pride and nostalgia in those who live there and evokes memories in those who visit.
With this unique variety inspired by four various regions of India, the brand hopes to create this experience for its consumers at the comfort of their own homes.
The Tata Tea Premium Street Chais of India collection includes four unique variations inspired by the trademark flavours of India’s streets: Kolkata Street Chai, Mumbai Cutting Chai, Purani Dilli ki Mithai Chai, and Hyderabadi Irani Chai. The brand’s goal with this introduction is to promote the authentic taste of local flavours from the East, West, South, and North regions. The true flavour of these one-of-a-kind street-side chais can be difficult to recreate at home, which is why the company strives to assist consumers in recreating the experience in the comfort of their own homes. Tata Tea Premium Street Chais of India is designed to appeal to chai aficionados, transporting them to their favourite tea shop in their homeland with each cup.
“Tata Tea Premium Street Chais of India is a one-of-a-kind variety of tea produced with the goal of bringing the taste of street style chai to the comfort of the consumer’s home,” stated Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, of the launch. The comfort and longing associated with street style tea is very dear to people’s hearts and brings them closer to their towns and homes. With city particular chai flavours, this innovation intends to disrupt the tea industry. The product promotes distinct idiosyncrasies and techniques of preparing tea in each city, based on the understanding of rising desire for regional flavours and localised menus across the country.
It is literally the flavour of the city packaged in a tea cup”. Tata Tea Premium is known for its unique ‘hyperlocal’ approach to creating distinct blends, and the Street Chais of India collection has expanded on this approach by not only evoking pride and nostalgia, but also bringing to life the hustle and bustle of these cities’ city streets with the iconic street chais of these cities.
The classic green colour and rectangular box correctly emphasise the premium nature of the brand and the story behind each variety. The four packs each have their own packaging that represents the pride of each city and its various iconic elements, such as the Victoria Memorial and the yellow taxi that represent Kolkata’s old-world charm; the Chhatrapati Shivaji terminal and the red double decker bus that represent Mumbai’s hustle bustle. Similarly, the packs for Delhi and Hyderabad tell the stories of their respective cities with a sense of pride and nostalgia. Tata Tea Premium Street Chais of India is a collection that recognises and celebrates India’s authentic street flavours.
Tata Tea Premium Street Chais of India are all 250 g, priced at Rs. 145/-, and sold at local Ecommerce and Grocery stores.
Tata Tea Premium is the company’s premium brand of tea products. It’s difficult to go wrong with a cup of Tata chai, with its rich flavour meticulously blended by specialists.
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