In a unique product launch, TATA Tea, a part of Tata Consumer Ltd. launched it’s latest range of localised chai varieties in collaboration with Delhi Metro on Sun. 12 Mar. ‘23. The metro train rakes were wrapped with an interesting creative from the brand and a rap star crooned a specially crafted note during the inaugural journey.
Steet Chais of India is the latest offering from TATA Tea which comes in four unique flavours, viz., Purani Dilli ki Mithai Chai, Mumbai Cutting Chai, Kolkata Street Chai and Hyderabadi Irani Chai. In a novel attempt, the brand engaged RCR Rapstar, popular rapper to perform a rap song from Delhi’s Sultanpur Metro station to Lok Kalyan Marg Metro station.
The Delhi pack showcases the Red Fort. Kolkata’s showcases the Victoria Palace, Chatrapati Shivaji Railway Station on the Mumbai pack and the Charminar in the Hyderabad pack. All variants of Tata Tea Premium Street Chais of India are 250 g, pricedat MRP Rs. 145/- (Incl. of all taxes) and available at Grocery outlets as well as online.
Delhi Metro is India’s first metro rail and has been in operation since 2002. The rail connectivity carried 55 lakh passengers daily (pre-pandemic) and over 47 lakh passengers during Oct. ‘22 through 286 stations, connecting 391 kms with 12 lines across the National Capital Region (NCR) around Delhi. Delhi Metro also operates an exclusive airport line from the city centre, which has been embroiled in long pending court cases with the erstwhile operator, Reliance Infra.
Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said, “Tata Tea Premium Street Chais of India is a unique range of tea that aims to capture the authentic taste ofstreet chai found across India. Each iconic city’s chai variantis designed to evoke pride and regional connection, and what better way to showcase the vibrancy of Delhi than by associating with the city’s lifeline – the Delhi Metro. The Purani Dilli ki Mithai Chai variant is a celebration of the bustling food and chai culture of Delhi, and is an ode tosignature desserts Delhites love. Its packaging highlights the city’s iconic monuments, instilling a sense of pride. RCR Rapstar has collaborated with us to create a rap that specifically captures the essence of Purani Dilli, bringing the streets of Delhi to life. Our aim with Tata Tea Premium Street Chais of India is to offer you a flavourful experience that takes you on a journey through the streets of Delhi/India with each sip.”
Rapper RCR Rapstar, said, “I was very happy working with Tata Tea Premium Street Chais of India. I feel a strong connection with Tata Tea. It gives a homely feeling and a sense of belonging. I found it very interesting to create a rap for them dedicated to the street chai culture of my city – Delhi. Regardless of the setting, whether it is a hotel or a roadside tea stall, tea is consumed by everyone and known by various names in different regions of our country. A lot of memories of college, friends and singing are associated with tea. Although the names of tea are different, what I understand is that tea is an emotion, and it brings everyone together. I enjoyed and loved working with the superb team of Tata Tea Premium Street Chais of India.”
Tata Consumer has a consolidated annual turnover of ~Rs. 12,400 Crincluding its domestic and international operations. Starbucks India, the joint venture entity with the world’s largest cafe chain along with a slew of other FMCG brands such as Tata Salt, Tata Coffee, Himalayan Natural Water, Soulfull health snacks, etc. are nestled within the Tata Consumer portfolio, making it the world’s 2nd largest branded tea company. The entire range of its products is available online.