Tata Tea forays into out-of-home beverage segment

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Tata Tea, India’s largest volume tea company, has forayed into the out-of-home beverage segment by unveiling its first outlet of 'Chai Unchai’ in Bangalore.

“Chai Unchai is crafted as a unique retail space in the out-of-home segment that connects with youth in an exciting and differentiated manner,” Tata Tea executive director Sangeeta Talwar said here on Wednesday. The outlet offers both tea and non-tea beverages with a range of snack offerings especially designed for it.

Of the total domestic tea market size of 800 million kg, branded players own a market of 400 million kg, of which Tata Tea alone has 20% market share, she said. “The Indian food and beverage (F&B) market stood at Rs 50,000 crore, of which Rs 3,000-5,000 crore accounts for branded segment,” Talwar said.

She said the company plans to open ‘Chai Unchai’ outlets across the country in the next 5-7 years and attain market leadership in this segment. These outlets would be opened at strategic locations in shopping malls, colleges and public places.