The new tea brand, which was kicked off here on February 23, is destined to become a dominant player in this segment, Percy Siganporia senior vice- president TTL said announcing the new plans.

According to the industry estimates, HLL's two popular brands in the dust tea segment, Three Roses and Top Star, have a massive 80 per cent of the market share which the Lucky Cup now seeks to challenge.

Initially, Lucky Cup will be distributed in the Tamil Nadu and Andhra Pradesh markets where dust tea has a major presence. Apart from quality and taste the new tea brand will also have a price advantage when compared to Top Star tea. While a 250 gm packet of Top Star is priced at Rs 46, for the same quantity Lucky Cup is available at Rs 40.

Apart fromthe unique blend of strong and tasty tea, the new tea is expected to bring in that little bit of `luck' through its refreshing cup, which is essential to face day to day life, Siganporia said.

Speaking on the corporate marketing strategy, Siganporia said that TTL is in the process of implementing the business plan drafted by McKinsey, a US based consultancy, which called for plugging the gaps in the product portfolio and its mix.

At present, the company has an over-all market share of 16 to 18 per cent which is expected to reach 20 per cent by the end of the current fiscal, Siganporia said. The latest launch of Agni tea, a loose tea, by TTL has received overwhelming response from the tea tipplers.