TATA Global Beverages has launched its first instant coffee, TATA Coffee Grand, in the coffee market. TATA Global Beverages, which has established itself as one of the largest tea brands in India, has taken a big step by foraying into the coffee segment. TATA Coffee Grand will have difference in price points in the south India and rest of the country. The coffee is said to have a “superior aroma taste”, using Decoction Crystals.
While speaking about the distribution strategy and competition, Sushant Dash, regional president – India, TATA Global Bevarages, said, “We will be a pan-India launch, we will distribute the products in all stores and shops. There are endless competitors, who have been in the market for a long time, but we are confident that our product will be a success.”
Coffee beans will be sourced from TATA’s own coffee plantations in south India.The target market, according to TATA, includes the young population who love “quality over quantity”.