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A 100 percent coffee blend with flavour-locked decoction crystals
In line with its focus on innovation, Tata Consumer Products has announced the launch of its premium instant coffee ‘Tata Coffee Grand Premium’ a 100 percent coffee blend with flavour-locked decoction crystals. The product has been launched keeping in mind the taste preference of consumers in non-South markets who tend to prefer a 100 percent coffee blend over a coffee: chicory blend (which is more preferred in South).
Tata Coffee Grand Premium, while being a 100 percent coffee blend, also has unique flavour-locked decoction crystals which lock in taste and aroma and are the key differentiator for the brand as it’s a unique product offering over its key competitors.
The new launch is supported by a captivating film, using ASMR (Autonomous Sensory Meridian Response) that showcases the sensory journey of Tata coffee Grand Premium from bean to cup.
In 2015, Tata Consumer Products limited made its entry into the branded instant coffee business in India under the brand name Tata Coffee Grand. After leading the Indian tea market under its iconic Tata Tea brand, the company took the strategic step to leverage its product, marketing, and retail expertise to enter the branded coffee space in India.
Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said, “Our ambition is to become a significant coffee player and we continue to offer relevant and quality offerings to grow our share in the India coffee market.”