The range marks Tata Tea’s entry into the premium tea space leveraging the direct to consumer commerce model
Tata Consumer Products has launched a range of luxury teas from across India – 1868 by Tata Tea – to celebrate the legacy of the Tata group. The significance of 1868 is derived from the year the Tata group was founded, and an exclusive collection of the 1868 range of teas was first unveiled at the Tata kiosk at the World Economic Forum (WEF) 2018 in Davos, Switzerland as the Tata group celebrated its milestone 150th year.
These teas are a selection of specially curated black and green teas picked from the finest tea gardens in Assam, Darjeeling, Nilgiris and Munnar. Each variant has been paired with spices, fruit flavours and flowers to create a unique experience that sparks moments of magic for our discerning consumers.
The range marks Tata Tea’s entry into the premium tea space leveraging the direct to consumer commerce model that is an emerging segment in the Indian and global market.
Puneet Das, Senior Vice President – Marketing at Tata Consumer Products Ltd. said, “1868 by Tata Tea is an example of our continuing investment in our brands as we innovate to create quality and distinctive products for our consumers. The unique range of teas, which are born amidst a variety of flora, fauna, climate and topography, allows connoisseurs to experience a variety of interesting flavours and combinations. This is also our entry into the direct to consumer commerce ecosystem which is a small but emerging space.”