Tata Consumer Products, which places a strong emphasis on innovation, has announced the debut of its premium instant coffee brand called “Tata Coffee Grand Premium.” This new product is a 100% coffee mix that contains flavor-locked decoction crystals. The product was developed with the taste preferences of customers in non-South markets like North America and Europe in mind. These customers tend to choose a 100% coffee mix over a coffee: chicory blend (which is preferred in the South). Tata Coffee Grand Premium is a 100% coffee blend, and in addition to that, it contains one-of-a-kind flavor-locked decoction crystals. These crystals preserve the taste and aroma of the coffee, and they are the primary differentiator for the brand because they offer something that no other key competitors do.
The new product is accompanied by a compelling video that makes use of ASMR, which stands for “Autonomous Sensory Meridian Response.” The video demonstrates the sensory trip that Tata Coffee Grand Premium takes, beginning with the bean and ending with the cup. The advertising campaign combined creative work with technological advancements to produce a video that is in line with the primary selling point of the brand, which is great-sounding coffee. The goal of this campaign for the brand is to establish a meaningful connection with customers that will stick with them. Puneet Das, President of Packaged Beverages at Tata Consumer Products for India and South Asia, made the following statement in response to the launch: “Our ambition is to become a significant coffee player, and we continue to offer relevant and quality offerings to grow our share in the India coffee market.” Coffee is experiencing a renaissance in popularity among Indian consumers. As a result, as we continue to expand our presence and reach to consumers throughout India, we are strengthening our portfolio across the country with the launch of Tata Coffee Grand Premium, which is a 100% coffee blend with flavor-locked decoction crystals that provides customers with a cup of coffee that is both flavorful and aromatic.
He continued by saying, “The distinctive SHIK SHIK SHIK sound of the flavour-locked decoction crystals is what sets Tata Coffee Grand apart from the competition.” The new launch will be expanded by using TCPL’s network and distribution reach across channels including electronic commerce and contemporary trade.
With the launch of the Tata Coffee Grand brand in 2015, Tata Consumer Products Limited made its debut in the competitive Indian market for branded instant coffee products. After establishing a dominant position in the Indian tea industry with its illustrious Tata Tea brand, the firm decided it would be in its best interest to join the branded coffee arena in India by capitalizing on its product, marketing, and retail experience.
The new Tata Coffee Grand Premium pack is now available across all of the major e-commerce platforms at a price point of MRP Rs.170 /- (incl. of all taxes) for a 50g Jar. This pricing point includes all applicable taxes.
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