Tata Tea launched its ‘Fusion’ blends of Superior Assam Black with Green Tea, and Superior Assam Black with Kenyan Tea late last year. The two teas for each ‘Fusion product’ (the Assam and the ‘taste enhancer’ green or the Kenyan tea) are packed separately in dual pouches or jars and allow tea lovers to customize their blend and prepare their tea exactly as they like it.
Says Rishi Chadha, head of marketing at Tata Tea, “Tata Tea Fusion is a testimony of consumer centricity that is at the core of all our endeavors at Tata Tea. Fusion is the result of extensive market surveys that have provided us with the insight of creating tea which can be customized as per the consumers’ liking. As well as featuring our superlative Assam tea which has continued to be a market champion, green & kenyan are the best of the selections that brings quality & taste together. We are sure Fusion will be well appreciated by consumers."
This is the first time that Tata has offered customers the option of creating their own customized blend based on Assam black tea.