According to Tata Tea's senior vice-president P Siganporia: ``While we had targeted a sale of one million kg sales in the first year of launch, we surpassed the target in five months. So we are redefining our targets now.'' Agni Tea is being targeted at the middle and lower middle class. While brands like Tata Tea and Society are targeted at the premium segment, Agni will basically be competing with the loose tea market which caters to different market with different blends. For the Mumbai region, about 5200 retail outlets have been identified. This is 40 per cent of the retail outlets in which Tata Tea as a brand is available. As regards the marketing initiatives, specific campaigns talking about the strength and price of the product would be launched in each region. The company does not have any plans to offer freebies.