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May, 10 2017

Tata Global Beverages set to launch a host of fruit-based drinks

Tata Global Beverages has been working on several brands like Fruski and Pep before zeroing in on the former.

Tata Global Beverages, once known as Tata Tea, is set to launch a host of fruit-based drinks like mango and orange, sources said. The company has been working on several brands like Fruski and Pep before zeroing in on the former.

The Kolkata-based arm of the Tata Group said in a disclosure to the exchanges that the brand Fruski is expected to be launched on May 10, adding that the product will cater to the domestic market only without disclosing the nature of the product.

The fruit juices would be value-added containing extracts of green tea or Amla or other naturally occurring ingredients depending upon the nature of the variant, sources said.

The products would also be made available for sale on online commerce platforms like Amazon.in.

Country's low per capita consumption of tea and a secular yearly growth of just 3% are some of the reasons that can be attributed to factors affecting the decision.

Despite significant spend on brands, Tata Global Beverages saw a measly 1% during the nine-months period till December over 2015 levels and just 3% during the third quarter.

It recently brought products like Tata Tea Elaichi and Tata Tea Gold Mixture (TTG), specially crafted for the Maharashtra market.

It also collaborated with Starbucks to create an innovation especially for the Starbucks Teavana portfolio in India called the India Spice Majesty Blend.

Alongside, it launched Tea Veda range that tries to capture the goodness of Ayurveda in the daily cup of tea.

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