In line with its focus on innovation, Tata Consumer Products announces the launch of its premium instant coffee, ‘Tata Coffee Grand Premium,’ a 100% coffee blend with flavor-locked decoction crystals. The product has been launched, keeping in mind the taste preference of consumers in non-South markets who prefer a 100% coffee blend over a coffee: chicory blend (more preferred in the South). Tata Coffee Grand Premium, while being a 100% coffee blend, also has unique flavor-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. The campaign integrated creativity and technology to deliver a film that resonates with the brand’s core proposition of great-sounding coffee. Through this campaign, the brand aims to build a strong and memorable connection with consumers.

Commenting on the launch, 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. Indian consumers are embracing a new wave of coffee. Hence, as we continue to expand our presence and reach to consumers across India, we are strengthening our portfolio across the country with the launch of Tata Coffee Grand Premium- a 100% coffee blend with flavor-locked decoction crystals that gives consumers a rich and aromatic cup of coffee”.

He further adds, “The differentiation of Tata Coffee Grand is the signature SHIK SHIK SHIK sound of the flavor-locked decoction crystals. The new launch will be scaled by leveraging TCPL’s network and distribution reach across channels, including eCommerce and modern trade.”

In 2015, Tata Consumer Products 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.