“Tata Coffee Grand Premium”, New Variant From TCPL

Tata Consumer Products launched a premium instant coffee, ‘Tata Coffee Grand Premium,’ a 100% coffee blend with flavor-locked decoction crystals. The launch of the coffee was based on the customer preference who opt for 100% coffee blend. It has unique flavor locked crystals that locks aroma and taste and is the USP of the product over its competitors.

The launch of the product is substantiated by ad campaign that showcases the complete transformation of coffee beans to cup through combining technology and creativity that highlights the core proposition of the great coffee and try to establish strong memorable connection with consumers.

The company claims to become significant player in the Indian coffee market through innovative & relevant quality offerings that help strengthen its portfolio of coffee products, which further boost its market share by offering across india.  Well the color pattern red, is captivating, has to watch how non south market react & respond to this another coffee variant from Tata consumer products, as it faces stringent competition from the leaders like Nescafe, Bru, well established coffee brands in the Indian market coffee market. Does this new  coffee variant contribute to enhance market share for TCPL?? welcome comments!

"SUNBEAN", A NEW PLAYER IN INSTANT COFFEE SEGMENT

 At last ITC forayed into instant coffee segment by Introducing, “Sunbean Beaten Caffe” – a ready to use beaten coffee paste that gives you favorite cup of rich, creamy, foamy beaten coffee. ITC claims that the smooth coffee paste dissolves effortlessly in warm milk, giving you that familiar beaten coffee taste.

Click here to watch TV COMMERCIAL

I have been curiously watching the market as to who will enter in to instant coffee segment, where there are only two major players i.e Nescafe Sunrise, and BRU, a well established brand in the market from the last two decades. Though, there are other players like TATA’ Coffee and Continental coffee, they could not garner significant share in the instant coffee segment. Well, the ITC’s Sunbean is a beaten coffee paste, which is new to Indian consumers as they are familiar with instant powder. Definitely, one should appreciate ITC’s innovation, but how far Indian consumers will be accepting the new way of coffee with paste. And, I have observed little inconvenience in dissolving the paste in hot milk which can become hurdle that can impact consumer behavior as well. Nevertheless, we have to wait and watch as to how ITC is going to influence consumers with their marketing efforts. Lets enjoy and experience a new of way of coffee making with coffee paste.