Tata Tea lay hands on Darjeeling Tea

KOLKATA: Tata Tea, the manufacturer and distributor of tea, will launch branded Darjeeling packet tea next year to take on competition, a company official said.

Tata Tea Executive Director (marketing) Sangeeta Talwar told reporters here today that Darjeeling tea would be sourced from auctions, after which it would be sold in packets.

Tata Tea had recently withdrawn Ceylon and Nilgiris branded orthodox tea due to poor response from the market. The brands were launched in south India.

On an annual basis, Tata Tea has pipped Hindustan Unilever in terms of volume market share from April 2007 to February 2008, Talwar said.

In terms of value market share, however, the company was behind HUL, she added.

Tata Tea has recently started the 'Jaago Re' campaign for its brands in the country. The company has also entered into an agreement with British soccer team Arsenal for promoting the sport among schools in India.