Tata Tea set to straddle entire water pyramid

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In a bid to reach out to a wider target audience, Tata Tea Ltd, the world’s second largest tea company is developing a new range of products which includes fortified water, functional water and enhanced water. The company is planning to launch its entire range of new products at one go-to straddle different segments in the packaged water business in India. “The work is in progress,” said Pradeep Poddar, managing director &chief executive officer, Himalayan Natural Mineral Water-a Tata Enterprise.

Meanwhile,competitor Parle Bisleri is also gearing up to foray into the enhanced water sector this year. In essence, the Rs 1,500 crore packaged water business in India will witness a spate of new launches this year. On Tata Tea’s new initiative, Poddar said, “We are in the early stages of developing these brands. It will take us quite a while to launch these brands in India. Because, we need to have efficacy study, stability trial, packaging initiatives and new bottle designs before our foray into this sector. Once we are ready with our products, we will take a call on our strategic plans.”

As for the rationale behind Tata Tea’s foray into the enhanced water segment, Poddar said, “There’s a strong consumer trend toward health and wellness across the globe. Recognising the growth opportunities in the fortified and functional water sector, we are planning to enter this category.”