Tata Consumer Products announced the launch of Tata Tea Chakra Gold Select in Tamil Nadu, introducing a new blend created around the way consumers in the state like their everyday cup of tea.
For decades, Tata Tea Chakra Gold has built a strong relationship with consumers in Tamil Nadu by staying close to local tastes and preferences. Tata Tea Chakra Gold Select takes this understanding forward, bringing together rich colour, inviting aroma, and satisfying taste at an attractive introductory price of ₹70/- for a 100g pack.
At the heart of Tata Tea Chakra Gold is its promise of “Tea for Tamilians” — a commitment to understanding local tea preferences and creating blends around them. Chakra Gold Select has been crafted with carefully selected teas from Assam to deliver a distinctive, enjoyable cup suited to everyday consumption.
The launch also challenges a familiar consumer perception that a better tea experience could come at a higher price. With Tata Tea Chakra Gold Select, the brand aims to make a great everyday cup more accessible, giving consumers a strong reason to try a tea that delivers on the qualities they value most[GG1.1] and hence launching ₹70 for 100 grams.
The proposition is brought alive through the campaign line, “Niram-um Manam-um bright, Vilayum romba right”, capturing the product promise in a simple, memorable, and distinctly Tamil expression. The campaign celebrates the rich colour and inviting aroma of the tea, while reinforcing its attractive price proposition.
Speaking on the launch, Sharat Verma, President – Packaged Beverages & Organic India, Tata Consumer Products, said: “Tata Tea Chakra Gold has grown in Tamil Nadu by staying close to the way people here like their tea. With Tata Tea Chakra Gold Select, we are taking that understanding forward — bringing together rich colour, inviting aroma and a satisfying taste at a price that makes a great everyday cup accessible to many more households. Our ambition is to keep strengthening Tata Tea Chakra Gold’s place in the daily lives of Tamil Nadu consumers and give both existing and new consumers a compelling reason to try and choose the great taste of Tata Tea Chakra Gold Select.”
He added: “For us, ‘Tea for Tamilians’ is more than a proposition. It reflects our commitment to understanding local tastes and creating teas around them. Tata Tea Chakra Gold Select is another expression of that commitment - a tea crafted around Tamil Nadu’s taste, not simply sold in Tamil Nadu.”
Team Audacious said on the launch, “Our job was to bring native fluency to the launch while matching it with the rigour and craft it demands. We leaned into Tata Tea Chakra Gold’s strong Tamil equity and a familiar line many of us grew up hearing at home, betting half your moustache when you’re overconfident, to highlight the Tata Tea Chakra Gold Select’s great aroma and colour at an extremely reasonable price.”
Tata Tea Chakra Gold Select will be available across Tamil Nadu through general trade and other key retail channels.