MAM
Tata Consumers Products strengthens beverage wellness portfolio
New Delhi: Tata Consumer Products is strengthening its wellness portfolio in the packaged beverages category to cater to consumer needs. It has introduced two new products – Tata Tea Tulsi Green and Tata Tea Gold Care, and reformulated its existing Tetley Green Tea with added Vitamin C. These new offerings are developed with beneficial ingredients that are known to help improve the body’s immunity and enhance overall wellness.
Tata Tea, Desh Ki Chai has a rich heritage of over 30 years and is known for catering to the local tastes & preferences in various geographies. The two new product offerings combine the refreshment of everyday tea with the goodness of Indian herbs which are known for their health benefits: Tata Tea Gold Care is infused with a medley of five native ingredients that provide wholesome goodness in every cup and promote wellbeing. It packs the goodness of immunity boosting ingredient tulsi and other native ingredients ginger, cardamom, mulethi and brahmi that not only make for a perfect cup of masala tea but also are known to provide specific health benefits.
Tata Tea Tulsi Green is a blend of green tea and real tulsi leaves. Tulsi is traditionally known to boost immunity and green tea is known for its multiple health benefits. These two were brought together to create a product that tastes and feels good. The blend has been crafted keeping in mind the preference of consumers to use native ingredients along with home-made mixtures in their regular cup of tea. The promise of the brand is ‘Tulsi wali immunity, ab tasty bhi’. This has become even more relevant in current times when consumers are increasingly valuing authentic ingredients in food and beverage products without a compromise on taste.
Tetley, the second largest tea brand globally, has an offering Tetley Green tea, which is the second biggest green tea brand in India. Tetley Green Tea is an excellent source of antioxidants that are known to have various beneficial effects on health. Now, Tetley green teabag range in India has been reformulated with added Vitamin C and is relaunched as Tetley Green Tea Immune. Hence, Tetley Green Tea Immune has all the goodness of antioxidants rich green tea and added vitamin C, which helps support the Immune system. Tetley Green Tea Immune is available in four exciting variants, (Classic, Lemon & Honey, Ginger Mint and Lemon and Mango variant), to ensure rejuvenation in every sip.
Tata Consumer Products president packaged beverages (India, Bangladesh and middle east) Sushant Dash said, "We are enhancing wellness offerings in our beverage portfolio with the launch of two exciting variants in our Tata Tea brand- Tata Tea Gold Care and Tata Tea Tulsi Green and the re-launch of Tetley Green Tea Immune. The pandemic has seen consumers showing a significant preference for trusted health and wellness products. Tata Tea and Tetley are reputed brands in the tea segment and our new offerings will give consumers great quality teas along with the added benefits of these natural ingredients and Vitamin C. Consumers can also buy these variants from the convenience of their homes, through e-commerce platforms. We will continue to invest in our brands and innovate to create quality and distinctive products for our consumers.”
MAM
How beverage brands are rethinking marketing strategies for weather-led demand
SLMG Beverages Private Limited joint managing director Paritosh Ladhani.
MUMBAI: As Sun climbs up the hemisphere, summer has clearly arrived in India. On 7th March 2026 Delhi registered a maximum temperature of 35.7 degrees Celsius which is the highest reading logged for the first week of March in the last 50 years. Climate Change has been prolonging summers by causing earlier spring warming, delayed autumn cooling, and more frequent, intense heatwaves that persist for much longer periods.
In an endeavor to stay ahead of the curve, Beverage Brands are shifting from fixed seasonal marketing tactics to weather responsive strategies backed by data-driven insights, flexible campaigns, and diversified portfolios to capitalize on unruly temperature spike. In 2025, India’s beverage market experienced a massive, heat-triggered surge with carbonated drinks and ice cream volumes spiking 20–25 per cent in the March quarter itself on the back of hottest February in 125 years.
Clearly campaign timelines are being advanced to reap the seasonal shift in line with the jumping mercury. In the Indian context where Cricket is nothing short of religion, big ticket tournaments like T20 World Cup, Indian Premier League, ICC Champions Trophy provide plethora of opportunities to calibrate marketing campaign designs and associated business strategies to associate refreshment with community viewing both outdoor and indoors. A new trend that has taken the world by storm is that of booking the theatres for bonhomie viewing. It has also opened avenues for joint marketing initiatives by the Multiplex and Beverage Brands.
Price disrupting small potions and value packs tend to drive significantly higher volumes owing to volumetric flexibility and affordability to the consumers. Ramping up of cold supply chains for transit and at point of sales (POS) are strategic business imperatives that again define success of beverage brands.
In the era of AI and Big Data it is easy to track and calibrate messaging based on daily or weekly weather changes. Geo-targeted digital advertisement campaigns are also being run during heatwaves to make the business and marketing imperative very contextual. These pre-emptive strategies fueled by real time data and technology immensely help beverage brands to adjust supplies to the areas that are likely to generate more demand.
Novelty brings premium to the FMCG Sector and Beverage Brands are no exception. Newer SKUs build up excitement in consumers besides imparting the scope of frequent revitalization of brand marketing campaigns. Ensuring continuum of supply chain across material suppliers, logistics providers, distributors/wholesalers, and retailers become a strategic business strategy imperative for beverage brands during peak season.
Carbonated drinks among other beverages including packaged mineral water sell like hotcakes in summers, a period where holiday season gives big impetus to sales volumes. Tying up with air carriers railways, amusement parks, malls, convention centers for inclusion in the onboard beverage deck also holds a big window of opportunity for brands.
Limited period diversification into special summer categories entailing juices and functional beverages to capture the broader hydration market is also a business cum marketing imperative that beverage brands eye on. This also brings to fore the responsible side of the brand placing the compass on wellness of consumers.
Seasons are cyclic, hence summers are inevitable. Further, due to anthropogenic climate change, summers surely have been staging prolonged appearance that keep bringing beverage brands on to their drawing boards frequently for strategizing business and marketing campaigns that are agile, refreshment-focused, visually dominant in retail, affordable, and optimally promoted through seasonal campaigns in above and below the line media.
