In line with its focus on innovation, Tata Consumer Proucts announces the launch of its premium instant coffee, Tata Coffee Grand Premium—a 100% coffee blend with flavour-locked decoction crystals. The product has been launched keeping in mind the taste preferences of consumers in non-South markets, who tend to prefer a 100% coffee blend over a coffee-chicory blend (which is more popular in the South). Tata Coffee Grand Premium, while being a 100% coffee blend, also features unique flavour-locked decoction crystals that preserve taste and aroma—serving as a key differentiator from its competitors.
The new launch is supported by a captivating film using ASMR (Autonomous Sensory Meridian Response), which showcases the sensory journey of Tata Coffee Grand Premium from bean to cup. The campaign integrates creativity and technology to deliver a film that resonates with the brand’s core proposition of "great sounding coffee." Through this campaign, the brand aims to build a strong and memorable connection with consumers.
Commenting on the launch, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products, said:
“Our ambition is to become a significant coffee player, and we continue to offer relevant and quality offerings to grow our share in the Indian coffee market. Indian consumers are embracing a new wave of coffee. Hence, as we expand our presence and reach across India, we are strengthening our portfolio with the launch of Tata Coffee Grand Premium—a 100% coffee blend with flavour-locked decoction crystals that give consumers a rich and aromatic cup of coffee.”
He further added:
“The key differentiator of Tata Coffee Grand is the signature SHIK SHIK SHIK sound of the flavour-locked decoction crystals. This new launch will be scaled by leveraging TCPL’s network and distribution reach across channels, including e-commerce and modern trade.”
Tata Consumer Products Limited entered the branded instant coffee business in India in 2015 under the brand name Tata Coffee Grand. After leading the Indian tea market with its iconic Tata Tea brand, the company strategically leveraged its product, marketing, and retail expertise to enter the branded coffee space in India.
