MUMBAI: The kettle’s whistling at Tata Consumer Products and this time, it’s not just the tea. The company has announced a leadership shake-up, with veteran marketer Sharat Verma set to take over as president of packaged beverages ford India & South Asia (including Organic India) from 1 December 2025.
Verma, who moves from Procter & Gamble, brings over two decades of brand-building prowess, having helmed iconic names like Ariel, Tide, Gillette, Oral-B, and Olay across India, ASEAN, China, and the Middle East. At P&G, he led the 0.5 billion dollars Fabric Care business, clocking a 15 per cent CAGR in one of the most competitive categories. His “Share The Load” campaign remains a landmark in cause-driven brand storytelling, marrying social commentary with sales success.
The appointment follows the resignation of Puneet Das, who exits after eight years at Tata Consumer to pursue new opportunities. Das, who played a pivotal role in the packaged beverages portfolio, leaves behind a strong growth legacy. His departure is effective 3 November 2025.
Another notable exit is Soulfull business president Prashant Parameswaran who steps down on 15 December 2025 for personal reasons. Parameswaran, the driving force behind the Tata Soulfull brand, is credited with positioning the homegrown breakfast brand as a challenger in India’s healthy foods segment.
With Verma’s appointment, Tata Consumer is signalling a renewed focus on consumer-led innovation and storytelling that resonates across Bharat and beyond. The move also reflects a broader trend of FMCG majors courting talent with both local insight and global polish.
In a statement, Tata Consumer Products ltd. said the leadership changes form part of its ongoing transformation to strengthen its core businesses and unlock growth across markets.
For Tata Consumer the company that put the world’s most loved chai on millions of tables this is more than a handover. It’s a fresh blend of strategy and storytelling, brewed perfectly for its next growth chapter.
MUMBAI: This Kerala Piravi, Tata Tea Kanan Devan poured out a cinematic tribute to its home state, blending culture, nature and nostalgia into one flavourful celebration.
The new brand film opens with a single dewy tea leaf, shimmering in the morning light, a quiet nod to the Kanan Devan hills where the brand was born. In a heartbeat, the leaf unfurls into sweeping drone shots of emerald plantations, gliding boats on tranquil backwaters, and the rhythmic grace of Kathakali, Kalari, and classical dance. It’s a montage that captures Kerala’s rhythm, strength and serenity, brewed with a filmmaker’s finesse.
But Tata Tea Kanan Devan isn’t stopping at the screen. The brand has extended its celebration into the real world with a 3D anamorphic installation at Lulu Mall, Trivandrum (October 30–November 2), where visitors can walk into Kerala’s symbols brought vividly to life. Across Trivandrum, Kochi, Thrissur and Kozhikode, bold outdoor displays add another layer of pride and colour to the campaign.
“Tata Tea Kanan Devan has always been more than just a brand, it’s part of Kerala’s story,” said Tata consumer products president – packaged beverages, India & South Asia Puneet Das. “This Kerala Piravi, we wanted to celebrate the state’s essence in a way that feels cinematic yet deeply personal.”
Echoing the sentiment, Monks India head, business & integration Sonali Khanna added, “Our film brings Kerala’s iconic motifs to life, giving viewers a dazzling glimpse of God’s Own Country.”
With each frame, sip and swirl, Tata Tea Kanan Devan proves that homegrown pride, much like good tea, tastes best when brewed from the heart.
MUMBAI: Bihar and Jharkhand’s leading tea brand, Tata Tea Agni Leaf, has unveiled limited-edition festive packs inspired by Tikuli art, the 800-year-old hand-painted tradition of Bihar. Each pack narrates the four days of Chhath Puja: Nahay Khay, Kharna, Sandhya Arghya, and Usha Arghya, through intricate artwork, blending Tikuli motifs with elements of Mithila painting.
The packs were crafted under the guidance of Padma Shri awardee Ashok Kumar Biswas, a pioneer in reviving Tikuli art. Each design tells a visual story of devotion, perseverance, and ritual, transforming everyday chai into a celebration of Bihar’s cultural legacy.
Accompanying the festive packs is a soulful TVC, capturing families performing Chhath rituals with joy and reverence. The film interweaves the Tikuli-inspired designs, traditional customs, and evocative music, creating a nostalgic and emotionally resonant celebration of the festival.
Tata Consumer Products president – packaged beverages Puneet Das said, “Chhath Puja is a festival that binds communities and families. Our limited-edition packs celebrate Bihar’s rich artistic heritage while paying homage to the devotion of every ritual from Nahay Khay to Usha Arghya. The new TVC brings alive the festival’s emotional depth, reinforcing our connection with consumers.”
Ashok Kumar Biswas added, “Collaborating with Tata Tea Agni Leaf allowed us to showcase Tikuli art to a wider audience. The campaign honours Bihar’s artistic legacy and revives a traditional craft in a contemporary context.”
Through this campaign, Tata Tea Agni Leaf continues to blend art, culture, and storytelling, making each cup of tea a tribute to regional pride and festive devotion.
MUMBAI: Tata Tea Premium continues its unwavering commitment to honoring India’s vibrant cultural heritage with the launch of the 2025 edition of its acclaimed ‘Desh Ka Garv’ campaign. Tata Tea Premium has been celebrating Independence Day over the years by blending everyday tea rituals with regional art -forms—this time through the Desh Ka Garv Collection of hand-painted artisanal kettles inspired by some of India’s iconic artforms.
Tata Tea Premium has consistently spotlighted India’s rich folk and regional art through objects deeply woven into everyday chai rituals—be it the humble kulhad, the classic tea cup, or this year, the iconic kettle. Each edition going beyond aesthetics; carries a deeper mission to preserve, promote, and pass on India’s artistic legacy in ways that are both modern and meaningful. While the world is only beginning to rediscover the beauty of Indian craftsmanship, Tata Tea Premium—Desh Ki Chai—has long celebrated its place in everyday life. This year, in collaboration with Kaushalam—an organization dedicated to preserving Indian folk art—the Desh Ka Garv Collection features hand-painted kettles inspired by regional art forms like Warli, Gond, Madhubani, Sanjhi, Kalighat, Phulkari and Pattachitra. Each kettle is a cultural artefact, showcasing motifs of regional pride from across India—from the energetic Dhol of Punjab to the timeless Ghats of Uttar Pradesh. These are depicted through art forms that are uniquely regional and deeply woven into the cultural identity of the region.
Bringing a contemporary edge to this year’s campaign is a visually evocative film, crafted using AI that brings the rich tapestry of Indian art closer to today’s generation, while celebrating its intrinsic essence. Celebrity singer Piyush Mishra further adds to the flavor of the film with his distinctive style as he lends his voice to the brand film.
“At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, president – packaged beverages (India & South Asia), Tata Consumer Products. “With ‘Desh Ka Garv – Pradesh Ki Kala’, we are not just celebrating art—but preserving India’s rich tapestry, turning every Tea Kettle into a story of pride which consumers can now own. Over the years, this initiative has been our way of celebrating the rich culture of India, not just on Independence Day, but every day, by harnessing the power of art and technology, that transcends time, place and generations through visually evocative storytelling. This year’s rendition harnesses the power of AI to bring Indian art forms to life, in a celebration worthy of Independence Day”
Arnab Chatterjee, Design Head, Tree Design, adds “In our country, there are artists still keeping alive age old traditions of storytelling through hand painting, which we have harnessed to showcase India’s diverse art forms and brought them alive on Tea Kettles as a fitting tribute to India’s tea drinking tradition.”
Creativeland Asia CCO Azazul Haque further states, “This film is a first of its kind branded content that uses only AI and VFX to create hyperlocal content that proudly celebrates culture and art forms of India. Creating iconic regional motifs like dance forms of Kathak Odissi , in a never seen before ,visually stunning format , using AI was really challenging as not many have tried it before, and we hope consumers enjoy our ode to India.”
Mrinalika Jain Bhardwaj, Founder of Kaushalam, further adds, “This collaboration is about giving folk art a new language. At Kaushalam, we believe that tradition is not just preserved in museums but thrives in everyday life. These kettles are not just functional objects—these are canvases to tell stories. We are proud to be associated with one of India’s iconic brands, Tata Tea Premium.”
This year’s Desh Ka Garv Collection will be available for purchase exclusively on www.IndiakiChai.com, with 100% of the proceeds directed to train and empower women through Indian Army Skill Development Centers.
MUMBAI: Tetley Green Tea has stirred the pot with two first-in-category innovations — Tetley Green Tea Slim Care, infused with L-Carnitine, and Tetley Green Tea Beauty Care, boosted with Biotin. These aren’t your usual herbal infusions — they’re smart sips engineered for real results.
L-Carnitine, a natural nutrient known to burn body fat, headlines the Slim Care variant, while Beauty Care brings Biotin — the go-to vitamin for glowing skin and fabulous hair — into every cup. The twin launch signals Tetley’s pivot from passive wellness to performance-driven, ingredient-led innovation.
“Tetley Green Tea Slim Care isn’t your regular green tea — and that’s exactly why I love it. It’s powered by L-Carnitine, a natural nutrient proven to burn body fat. For someone like me, always on the move, this blend of flavour and function fits right in. It’s smart, simple, refreshing, purposeful and makes every cup count.”, adds Kriti.
Steeping into the spotlight is actor and wellness aficionado Kriti Sanon, who fronts the new campaign, #NotYourRegularGreenTea. Sanon’s fitness-first appeal lends muscle to Tetley’s reimagined health narrative, where tea isn’t just soothing — it’s smart, targeted, and trendy.
Tata Consumer Products, president – packaged beverages, India & South Asia, Puneet Das added, “Consumers today are looking for more from their everyday wellness choices — they want efficacy with enjoyment. Tetley Green Tea Slim Care and Beauty Care are tailored for this evolving mindset. With functional ingredients backed by science, we are offering green teas that not only taste great but also support consumer’s wellness goals. These are truly not just regular green teas.”
MullenLowe Lintas executive director – head of creative (South); Arpan Bhattacharyya said, “Green tea with added L-Carnitine is new news in the category. Our attempt was to bring alive the new proposition with a deep-rooted consumer insight of how even for celebrities, like Kriti Sanon, the best laid wellness and fitness plans are hard to stick to in everyday life. We crafted slice of life moments and positioned the new Tetley Green Tea with added L-Carnitine as a solid modern wellness companion with proven efficacy. Kriti’s charm and authenticity adds relatability to the campaign, and we hope that it resonates with the consumer.”
Available across major retail and digital platforms, the new range is a heady mix of lifestyle aspiration and functional efficacy. With this sip of science, Tetley is betting on India’s thirst for wellness that actually works.
MUMBAI: As Tamil Nadu united to celebrate Puthandu, the Tamil new year, Tata Tea Chakra Gold Care marked the occasion with a thoughtful, tech-enabled print campaign titled ‘Pudhu Aarambam’. Known for championing Tamil traditions of Care, the brand delivered an innovative and emotional experience that reinforced its close bond with Tamil households.
At the centre of the campaign was a first-of-its-kind newspaper innovation rolled out in Chennai. The print ad featured a traditional Kani Thali a ceremonial arrangement that Tamilians view first on Puthandu morning, symbolising prosperity and positive beginnings. Central to the Thali was a covered mirror, a significant element representing self-reflection and hope for abundance. Readers were invited to scan a QR code integrated into the design, which activated a webar experience, bringing the mirror to life with heartfelt, customised Puthandu greetings in Tamil a beautiful convergence of culture and modern technology.
Speaking about the initiative, India and south Asia, Tata Consumer Products president – packaged beverages Puneet Das said, “Tamil Nadu has always been a priority market for us. With Puthandu being such a culturally significant festival, we wanted to celebrate it in a way that felt both meaningful and modern. This print experience allowed us to bring together innovation and tradition just like our Tata Tea Chakra Gold Care blend, which combines the goodness of five natural ingredients with the taste that Tamil Nadu loves.”
.Monks SVP Kamala Venkateswaran the agency behind the concept, added, “TCPL has always celebrated hyperlocal, and year after year, our challenge has been to find beautiful ways to connect with Tamil consumers while keeping the cultural truth intact. This year, we brought culture and technology together in a new experience. The idea was to bring a smile and happiness to your home when you woke up and had your tea with your newspaper. We hope everyone enjoyed the experience. Wishing all Puththaandu Nalvaazhththukkal!”
Tata Tea Chakra Gold Care is a blend crafted to reflect the wisdom of Tamil home traditions. It combines Adhimadhuram, Elaichi, Ginger, Tulsi, and Brahmi five ingredients known for their everyday wellness benefits in Tamil households. Through this campaign, the brand encouraged families to pause, reconnect, and celebrate their roots over a cup of tea that stands for Care, wellbeing, and the Tamil way of life.
MUMBAI: Nothing beats a strong cup of chai, and Tata Tea Premium is stirring up the perfect blend—a mix of taste and wellness-with the launch of Tata Tea Premium Care. Infused with the natural goodness of Tulsi, Ginger, Brahmi, Elaichi, and Mulethi, this new offering brings kadak chai lovers a flavour-packed, health-boosting experience.
In a world where wellness is brewing into everyday choices, Tata Consumer Products Ltd (TCPL) is doubling down on premiumisation and health-focused innovation. With Tata Tea Premium Care, the brand blends tradition with purpose, giving consumers a cup that’s as comforting as it is beneficial.
“Tata Tea Premium Care is a natural extension of our premiumisation strategy. Indians have a deep emotional connect with tea, and this unique blend brings time-tested natural ingredients into their daily cup, reinforcing our commitment to purposeful and high-quality beverages,” said TCPL president – packaged beverages (India & South Asia) Puneet Das.
To spread the word, the launch is backed by an eye-catching print innovation in leading publications, featuring a design shaped like the Tata Tea Premium Care pack, ensuring it stands out and grabs consumer attention.
MUMBAI: There’s a tsunami of brands in the Rs 15,000 crore-plus turnover Tata Consumer Products Ltd (TCPL) portfolio, right from Tata Tea and variants, Tata Salt and premium salts, Tata Sampann, Tata Coffee Grand, Tetley Green Tea, Tata Soulfull, Himalayan water, Tata Gluco, and what have you. All of them have landed on media agency Wavemaker’s shores.
The consumer retail giant has handed over the mandate of managing the ompany’s media spends effectively to the Ajay Gupte-headed media behemoth. Wavemaker won the account after a multi-agency pitch and will be TCPL’s media partner come FY 2025.
This strategic partnership reflects the company’s commitment to staying ahead of industry trends, enhancing consumer connections, and delivering impactful, innovative, purpose-driven communication that resonates with modern audiences.
Wavemaker is the incumbent media agency for TCPL and will continue to spearhead dynamic media planning and execution across TV, print, radio and digital channels for brands across businesses in India like packaged beverages, foods, ready to drink, Tata Soulfull and Organic India, spread across Bangalore, Mumbai and Delhi.
Said TCPL president- packaged beverages, India & south Asia Puneet Das: “TCPL has been at the forefront of delivering hyperlocal, hyper-personalized and technology-driven marketing initiatives, achieving exceptional impact across diverse markets. We are excited to continue on this journey and our partnership with Wavemaker as our media partner.”
The media mandate includes end-to-end management of traditional and digital media planning and buying, aimed at driving greater synergies across Tata Consumer Products’ diverse brands.
Added Wavemaker CEO-south Asia Ajay Gupte: “We are honoured to be re-appointed as the media partner for TCPL. Collaborating with such a respected brand presents a significant responsibility. TCPL’s strong emotional connections with its audience inspire us to leverage our expertise in media and consumer engagement.
Continuing on our long standing partnership, we are dedicated to crafting innovative campaigns that align with their brand mission, sparking meaningful conversations and excitement. Together, we aim to enhance TCPL’s legacy as an industry leader and create impactful experiences that resonate with consumers.”
Mumbai: A 2021 study in the journal of nutritional science revealed widespread vitamin deficiencies in India, with 70 per cent of the population affected by vitamin D deficiency (VDD) and 53 per cent by vitamin B12 deficiency. These deficiencies are prevalent across age groups and regions, particularly in urban areas due to limited sun exposure.
In recognition of World Vitamin D Day, Tata Tea Gold VitaCare, from Tata Consumer Products, launched a campaign to raise awareness about Vitamin D deficiency and the need for convenient wellness solutions.
Tata Tea Gold VitaCare, enriched with Vitamins D, B12, B6, and B9, offers a simple way to meet 30 per cent of daily intake of these essential vitamins with just two cups of tea. Vitamin B6 helps reduce fatigue, Vitamin D supports bone health, Vitamin B12 aids energy metabolism, and Vitamin B9 supports blood formation.
Tata Consumer Products president – packaged beverages, India & South Asia, Puneet Das said, “With Tata Tea Gold VitaCare, we bring consumers a convenient way to consume a part of their daily vitamin intake in daily routine. We have been leveraging innovations to drive convenient & wellness options in tasty, everyday consumable beverages. This campaign underscores our commitment to making conscious choices accessible, convenient and delicious, enhancing the consumer experience.”
This awareness-driven campaign also highlights the first-of-its-kind acrylic mirror insert in print media, along with a digital AI filter ‘Face Test,’ to drive consumer engagement. These interactive elements aim to build awareness about vitamin D deficiency on the occasion of World Vitamin D day.
Mumbai: Tata Tea Agni, a flagship brand from Tata Tea’s diverse portfolio, has launched a new campaign celebrating homemakers’ tireless spirit and unwavering energy, embodying the brand’s proposition ‘Josh Jagaye Har Roz.’ The new brand communication is a powerful tribute to the determination of every homemaker, who works round the clock to nurture and support her family to make their dreams come alive.
Passion takes many forms, each ignited by one’s unique spirit. It can be the bold roar of a sportswoman breaking barriers and challenging norms or the quiet, steadfast dedication of a homemaker.
The new Tata Tea Agni TVC highlights the daily contributions of homemakers who are driven by boundless passion and indomitable spirit. The film portrays a homemaker who rises before dawn, fuelled by unparalleled energy, to tirelessly support her family’s dreams. Her incredible dedication and fiery spirit are captured with the quote, “Itna Josh Kahan Se Laati Ho? Tabhi to tum Agni kehlati Ho.” This TVC brings alive the story of every homemaker, the backbone of the family, who ignites their own energy every day. Celebrated artist and powerful orator Ashutosh Rana lends his voice to this impactful TVC.
This aligns perfectly with Tata Tea Agni, renowned for its strong tea with 10 per cent extra-long leaves, offering a robust taste that fuels the energy and determination of its consumers.
Speaking about the launch of the TVC, Tata Consumer Products president of packaged beverages Puneet Das stated, “Tata Tea Agni is one of the largest brands under the Tata Tea portfolio, with a national presence. This new campaign is our effort to celebrate the homemakers in India who are also our core consumers. The energy and “Josh” of a homemaker is boundless and depicts the spirit of the brand Agni—the “Josh” within. This TVC is a salute to all homemakers for the special role they play in our lives.”
