INDIAN conglomerate owned Tetley tea will energise the Indian diaspora in the UK with a special ethnic dust tea.
The Tata Group-owned brand has announced the launch of its special ethnic range targeted at the diaspora population.
The latest product range will have three flavours – Masala, Cardamom and Ginger, already available in the south Asian country.
The speciality Indian flavours, aimed at the south Asian diaspora residing in the UK, as well as across Europe, are expected to address a gap in the market for authentic Indian “chai” tea bags, said owners of Britain’s tea brand Tata Global Beverages Ltd.
Adil Ahmad, President of the International Business at Tata Global Beverages Ltd, said: “This is the first time a mainstream tea brand is disrupting the tea category by offering an authentic desi (local) chai experience in a tea bag format.”
Rahul Kale, the UK-based export consultant to Tata Global Beverages Ltd, said: “Unlike other Indian spiced teas and chai mixes, which are targeted mainly towards the mainstream tea consumers, Tetley ethnic range has specifically been blended and packed in India keeping the south Asian diaspora in mind…”
Tetley is among the world’s largest tea businesses with a history of over 180 years.
The Indian business giant had acquired the brand nearly 10 years ago.
It has a brand presence in more than 40 countries around the globe.