Tata Consumer Products introduces Tata Tea Premium Street Chais of India at the Delhi Metro, The City's Lifeline.
Delhi, 12th March, 2023: A line of teas showcasing the distinctive flavours drawn from the streets of India was introduced by Tata Consumer Products Ltd as Tata Tea Premium - Street Chais of India. Mr. Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, revealed the new tea line at the launch event, which was hosted at Sultanpur Metro station. The brand's Delhi pack, which celebrates the Delhi Street Chai and iconic Delhi landmarks, was wrapped around the Delhi metro at the launch event, making it a very unique experience. While riding from Sultanpur to Lok Kalyan Marg metro station, rapper RCR Rapstar performed a specially written rap song that reflected the vibrant essence of Delhi's street chai culture in order to advance this strategy.
In addition to evoking pride and nostalgia, the Tata Tea Premium Street Chais of India collection also brings to life the bustle of the city streets with its iconic street chais. Tata Tea Premium is known for its "hyperlocal" approach to creating distinctive blends. By delivering flavours from four various regions of India to clients' homes, the brand hopes to provide them with this experience. The line-up consists of four recognisable varieties: Kolkata Street Chai, Mumbai Cutting Chai, Purani Dilli ki Mithai Chai, and Hyderabadi Irani Chai. These flavours are inspired by the distinctive tastes found on Indian streets.
"Tata Tea Premium Street Chais of India is a unique line of tea that attempts to recreate the true taste of street chai prevalent across India," said Puneet Das, President – Packaged Beverages (India and South Asia), who was present at the launch. What better way to showcase the vibrancy of Delhi than by associating with the city's lifeline—the Delhi Metro? Each iconic city's chai variant is intended to arouse pride and regional connection.
The traditional green shade and the packaging effectively reflect the brand's luxury status and draw attention to the history of each version. The packaging for the four packs is special and represents each city's pride and its recognisable features. The Red Fort, which is Delhi's pride, is featured in the Delhi pack. The Tata Tea Premium Street Chais of India series honours and cherishes the country's distinctively regional street flavours. All varieties of the 250 g Tata Tea Premium Street Chais of India are sold for MRP Rs. 145/- (Incl. of all taxes) and may be found at nearby grocery stores and e-commerce sites.
