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: Amidst an evolving landscape in the fast-moving consumer goods (FMCG) sector, Tata Consumer Products Limited (TCPL) Q2 FY25 results paint a picture of growth tempered by cost challenges. The company’s revenue from operations surged by 13 per cent year-over-year to Rs 4,214.45 crores, driven largely by a stronger performance in the non-branded business segment and international markets. However, cost inflation, particularly in tea prices, and rising finance costs weighed on profitability, leading to a 16 per cent drop in profit before exceptional items and tax to Rs 424 crores.
The results were significantly influenced by recent acquisitions, including the integration of Tata Coffee Limited and other subsidiaries. While these strategic moves aimed to bolster the company’s portfolio, they also contributed to higher finance and amortisation expenses, impacting margins. “Our focus remains on navigating cost pressures while accelerating growth across key markets,” said Tata Consumer Products, MD & CEO, Sunil D’Souza.
The company reported an exceptional expense of Rs 27.17 crores for legal, professional fees, and restructuring costs related to these acquisitions, marking an increase from Rs 14.55 crores in the same period last year. Despite these headwinds, a one-time tax credit of Rs 74 crores on the merger of subsidiaries helped support the bottom line, resulting in a consolidated net profit of Rs 367.21 crores, a modest 1 per cent improvement compared to Q2 FY24.
The Indian branded business segment faced notable pressure, with a 2 per cent growth largely offset by tea cost inflation. Conversely, the international branded and non-branded segments exhibited stronger performance, with growth rates of 5 per cent and 19 per cent, respectively. The non-branded business, which includes plantations and extractions, achieved a notable revenue increase to Rs 462.28 crores. The segment’s profitability improved substantially to Rs 106.13 crores, reflecting better commodity price realisation and efficiency gains.
Tata Consumer’s recent amalgamations, including Tata SmartFoodz and Tata Coffee, have reshaped its business structure, aiming for operational synergies. The restructuring has also brought significant changes to the company’s debt profile. The debt-to-equity ratio has climbed from 0.09 in Q2 FY24 to 0.14, signalling a rise in leverage due to acquisition-related financing.
The company’s earnings before interest, tax, depreciation, and amortisation (EBITDA) margin slipped from 12.71 per cent in Q2 FY24 to 11.39 per cent, as cost pressures from raw materials and acquisition expenses weighed heavily. “We are focused on cost mitigation initiatives while ensuring that we invest in our brands and strategic priorities,” D’Souza added.
Looking ahead, Tata Consumer aims to balance growth with cost containment, particularly in managing the impact of raw material inflation. The FMCG giant is also eyeing expansion in high-potential markets while consolidating its position in core categories.
Mumbai: Tata Soulfull, a brand from Tata Consumer Products, a leader in India’s ‘better-for-you’ packaged foods market, is excited to announce the launch of ‘Tata Soulfull Masala Muesli’. This product line represents a bold step in transforming the traditional muesli category with a unique savoury twist, to create wholesome, delicious, affordable, and distinctly Indian breakfast and snacking option. Available in two flavors, ‘Mast Masala’ and ‘Teekha Twist’, Tata Soulfull Masala Muesli aims to redefine the cereal experience.
The Tata Soulfull Masala Muesli is a product that blends muesli with a flavourful masaledaar twist. Crafted with the goodness of 16 per cent crunchy millets, it breaks away from conventional sweet muesli options and, offering distinctive flavours in the muesli category. Tata Soulfull Masala Muesli is uniquely designed to be enjoyed with curd, providing a wholesome and satisfying breakfast or snack experience enriched with crunchy millets, wheat flakes, and cornflakes that cater to Indian taste preferences.
The blend of crunchy millets enhances the texture and product profile, providing a high-fibre, wholesome breakfast option. The product is baked, not fried, contains no preservatives or trans fats, ensuring that consumers enjoy a wholesome choice while keeping the Indian taste preferences intact.
In a fast-paced world, consumers increasingly seek convenient yet wholesome options. Tata Soulfull’s new Masala Muesli meets this demand by with a ready-to-eat cereal in two desi flavours.
Soulfull CMO Rasika Prashant commented on the launch of the product “Our Masala Muesli is set to be a game-changer in the muesli market. Millets have long been a staple in Indian diets, prized for their health benefits and cultural significance. By infusing this traditional grain with masaledaar flavours, we are not only offering a new taste experience but also honouring the deep-rooted preference for spiced foods in Indian culinary traditions. This approach sets our product line apart from typical muesli options. We are confident that this novel combination in line with our purpose of #ForBetter will attract a broader audience to the muesli category and become a highly popular choice among consumers.”
Mumbai: Himalayan Elevation Kashmiri Saffron, a brand from Tata Consumer Products is celebrating Himalayan Day. It is celebrated on 9 September every year and is an annual initiative dedicated to preserving and uplifting the unique Himalayan ecosystem and its communities. This year, the focus is on supporting the saffron farmers of Kashmir’s Pampore who are facing challenges due to the declining yield of Kashmiri saffron.
As part of this year’s initiative, the brand in collaboration with Matamaal Foundation will be training Kashmiri Saffron farmers starting September, with on-ground sessions planned till October.
100 per cent of the proceeds from all packs of Himalayan Elevation Kashmiri Saffron sold online, in the week of this Himalayan Day, will be used to train these farmers. These trainings will equip them with the knowledge and tools needed to cultivate saffron more efficiently, ensuring the sustainability of their craft.
This initiative is in line with the brand’s commitment to giving back to the communities that are integral to the Himalayas. With this initiative, not only is the brand providing training to the saffron farmers of Kashmir to combat the declining yield but also giving them the hope they need to continue their craft in the face of environmental challenges. This initiative reflects the brand’s belief in the importance of sustainability and its dedication to making a positive impact on society.
Consumers can scan the QR code on the back of each Himalayan Elevation Kashmiri Saffron pack to see the specific farmer whose livelihood they have helped uplift. This initiative thus allows consumers to see firsthand the impact their purchase is making on the lives of these farmers.
Mumbai: Kantar has released the twelfth edition of its annual Brand Footprint India report. The report ranks the most chosen (in-home & out-of-home) FMCG brands based on consumer reach points (CRP’s). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.
Key findings: In-home segment:
1. With a CRP score of 7980 million, Parle holds the top spot for a record twelfth year in a row, followed by Britannia, Amul, Clinic Plus and Tata Consumer Products.
2. Consumer reach points (CRP’s) continue to grow, however is slightly lower than last year. Overall, CRP’s have increased almost 33 per cent in the last five years.
3. All sectors have seen a CRP growth slow down, except dairy:
4. Brands chosen more often have greater probability of growing in CRP:
5. Haldiram’s and Balaji are the only two brands in the 2024 top 25 in-home brand list to grow by more than 30 per cent in CRPs in 2023.
6. Sunfeast leads the way in biggest penetration gains in 2023 at 6.4. The following brands make it to the top 10 list:
7. Seven brands in the top 25 in-home rankings show more than 20 per cent penetration increase in the last decade. Britannia leads the way, followed by Surf Excel, Sunfeast, Haldiram’s, Patanjali, Brooke Bond and Vim.
Key findings: Out of home segment:
1. Britannia leads the way in the second edition of OOH brand rankings with 628Mn CRP’s. It is followed by Haldiram’s, Cadbury, Balaji and Parle. The top five rankings are all snacking brands and remain the same as 2023.
2. The five most chosen OOH beverage brands in India are Thums Up, Frooti, Amul, Maaza, & Bisleri.
Speaking about this year’s report and rankings, Kantar MD – South Asia, worldpanel division, K. Ramakrishnan said, “Consumer choice is very reliable strength test for a brand across market conditions and Brand Footprint has been a widely acclaimed ranking system to measure this for over a decade now. As we see over the years, consumers are making increasing trips for purchase and that adds their options and in-turn, their choice. This is reflected in the constant increase in CRP’s. We also introduced an out of home rankings last year as OOH consumption is on the rise and has different choice triggers.”
Mumbai: Tata Salt, a pioneer and market leader in India’s branded iodised salt segment, has launched a unique campaign that breathes new life into its iconic jingle, ‘Namak ho Tata ka, Tata Namak’. The multi-asset campaign celebrates the brand’s ubiquity as ‘Desh Ka Namak’, resonating with the youth and also capturing the pulse of India. It offers a new outlook with a fresh spin to the jingle while retaining its timeless signature tune.
The 2.0 version of ‘Namak ho Tata ka, Tata Namak’ jingle promises its consumers an element of surprise and delight; it also introduces a refreshed perspective on its enduring presence in households across India. Conceptualized by Ogilvy, the campaign includes a series of 11 light hearted yet quick-witted films showcasing the jingle’s presence in various moments of a consumer’s daily life, therefore making it an omnipresent ‘Desh ka Namak’ brand.
Through these innovative immersive experiences, Tata Salt, one of the most loved brands in the country, aims to build a deeper connection with its consumers across generations and establish itself as a brand that resonates with the values and aspirations of today’s audience.
Commenting on the campaign, Tata Consumer Products president, packaged foods – India Deepika Bhan said, “Tata Salt is one of India’s most trusted and responsible brands. Its legacy as ‘Desh Ka Namak’ spans more than 40 years. The new campaign featuring its iconic jingle, which took birth in the 1980s, doffs a hat to the enduring appeal of the brand and its ability to evolve with the times. With this initiative, we also aim to deepen our connection with our audience and reinforce Tata Salt’s commitment to be part of their lives, promoting health and happiness.”
Ogilvy managing partner, creative (West) Anurag Agnihotri said, “For most of our country, salt means Tata Salt. And Tata Salt means trust. It is a bond built on love. The new ‘Desh ka Namak’ campaign gives back the same love and trust that people place on a legacy, iconic brand. We put one of the most loved Tata Salt tunes back in people’s life, in moments that are as everyday as the salt itself. A movie scene, a cat, an election rally and such things. We hope everyone likes the new ‘Desh ka Namak’ campaign and loves the brand the way they always have.”
As a pioneering brand, Tata Salt’s unwavering commitment to quality and customer satisfaction has made ‘Desh ka Namak’ one of the most loved brands. It not only sets the standard for purity of salt in the country, but also advocates for combating iodine deficiency across the nation.
Mumbai: Tetley Green Tea Immune, one of the leading green tea brands in India, has released a compelling sequel to their last year’s successful campaign #everyBODYcan. This campaign continues the important conversation of looking beyond ‘surface-level’ fitness initiated earlier and takes on the endearing yet unwarranted nicknames given to people of various body types, based on how they look. The new campaign ‘I am more than my nickname’ reinforces the thought that ‘you are more than your body type’. It urges people to not be constrained by their nickname, which has been given to them based on their physical appearance, as a name doesn’t define your abilities and how fit you are. Through this film Tetley continues to take another step to help women realize their inner potential keeping internal as well as external fitness in mind.
We have a habit of giving seemingly ‘adorable’ nicknames to kids based on their physical appearance such as ‘Golu’, ‘Ladoo’ etc. Although they sound endearing and harmless, these stereotypical nicknames can sometimes end up hurting the kid’s self-belief. These nicknames can often serve as reminders telling them that they can’t do certain things if they are of a certain body type, forcing them to grow up and sometimes actually live up to these nicknames. The empowering film from Tetley challenges the biases that crop up because of such nicknames leading to inadvertent body shaming. The film showcases the story of one such woman with a nickname ‘Golu’ who grows up and does all that she sets out to do (against the perceived judgement of others), thus sending out a message that #everyBODYcan. It portrays ‘Golu’ being judged all her life based on her body type and her nickname and how the world around her stereotypes her to be capable or incapable of doing various things throughout her life. Yet we see how she overcomes all the judgments and leaves viewers empowered with the belief that they can do a lot more than what the people around may perceive that they are capable of. The film closes with a rousing battle cry from women of all body types holding a placard of the nicknames given to them, everyone who were told they can’t do something, saying– “My Body Can, Your Body Can, Every Body Can” sending out a message that they are more than their nickname and how they look like.
Talking about the film, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “Tetley green tea is one of the leading players in the green tea segment in India and advocates feeling fit vs. just ‘looking fit’’. In that effort, we constantly innovate to bring differentiated offerings such as Tetley Green Tea Immune with added Vitamin C range. In the second edition of our #everyBODYcan campaign, we highlight the stereotypes that may seep in through ‘adorable sounding’ nicknames that are based on certain body types and are inadvertently given to the kids which would then become labels that they may live up to, affecting their confidence. This campaign yet again urges people to look beyond the body types/ surface level fitness and believe in themselves by focusing on feeling fit from inside out.”
Lowe Lintas (South) head of creative Arpan Bhattacharyya said, “With the success and appreciation that #everyBODYcan received last year, we felt that it deserved a reprise. To take forward the idea that feeling fit isn’t only about looking fit, we found an interesting insight in the endearing nicknames that people often bestow upon kids. Golu, Teeli, Laddoo – each is a harmless nickname, inspired by a certain body type. Kids are identified by these nicknames. But these nicknames can become identities in themselves as well. A “Golu” loves to eat. But can’t run fast. A “Teeli” is petite. But can’t lift weights. And so on. Regardless of how true these typecasts are or how fit the owner of the nickname is or isn’t. We wanted to urge women to be more than their nicknames. Because being fit isn’t only about looking fit. We hope this sequel serves as an empowering reminder to all the women that they are more than their body type and whatever be their nickname, they should believe that #everyBODYcan”.
Mumbai: Tata Consumer Products has announced that it has signed definitive agreements to acquire up to 100 per cent of the issued equity share capital of Organic India, one of the strongest ‘better for you’ organic brands spanning food & beverages and herbal & traditional supplements. This move is consistent with Tata Consumer’s strategic intent to expand its product portfolio and its target addressable market in fast-growing/high-margin categories. This acquisition will create a Health & Wellness platform for Tata Consumer Products.
Organic India is a 25-plus years established brand with a geographical footprint covering over 48 countries, substantially from India and the USA. Its product portfolio spans premium and high-growth categories focused on sustainable living – herbal supplements, tea & infusions and organic packaged foods. Organic India has strong, long-standing relationships with 12,000 plus farmers and unparalleled end-to-end organic certifications across the supply chain. It pioneered commercial cultivation of tulsi and introduced high-value medicinal crops for farming in India. It has a portfolio of over 100 products in the Health & Wellness space.
The total addressable market for the categories that Organic India is present in is Rs 7,000 crores in India and Rs 75,000 crores in international markets where Tata Consumer has a strong presence. This acquisition will provide significant synergy benefits in distribution, logistics and overheads apart from driving portfolio premiumisation and unlocking additional channels and new markets. Structural growth drivers for this portfolio include increasing demand for health & wellness products, growing consumer awareness around wellness and changing consumer preferences.
Tata Consumer Products MD & CEO Sunil D’Souza said, “We are excited about bringing Organic India into Tata Consumer Products. This transaction aligns well with Tata Consumer’s overall strategic objectives and presents exciting market opportunities in the rapidly growing Health & Wellness segment. In addition, Organic India has built very strong relationships with farmers to create a robust organic supply chain with a trusted brand and a loyal consumer base. Organic India’s differentiated products and robust supply chain together with Tata Consumer’s distribution strength across channels in India and specific geographies globally makes us confident of accelerating momentum in the business while improving our margin profile.”
Fabindia MD William Bissell said, “Tata is India’s most venerated and dynamic brand. For over a hundred and fifty years, it has stood as the visionary exemplar of Indian values: fairness, preservation of civilizational traditions, harmony with the natural world, and social uplift for all. That is why we are immensely excited that they will be guiding Organic India through its next chapter and stewarding the vital mission for which Organic India stands.
We at Fabindia echo Jamsetji Tata’s vision that ‘The community is not just another stakeholder in business but is in fact the very purpose of its existence.’ Organic India works with a community of tens of thousands of farmers who work only with socially and ecologically sustainable methods. We are confident that Organic India will continue to thrive with the Tatas’ leadership.”
Kotak Investment Banking, Trilegal and Sidley Austin have been TCPL’s exclusive financial and legal advisors for this transaction respectively.
Mumbai: Tata Consumer Products has announced that it has signed definitive agreements to acquire 100 per cent equity shares of Capital Foods, owner of the brands ‘Ching’s Secret’ and ‘Smith & Jones’, in a phased manner. 75 per cent of the equity shareholding will be acquired upfront and the balance 25 per cent shareholding will be acquired within the next three years. This move is consistent with Tata Consumer’s strategic intent to expand its product portfolio and its target addressable market in fast-growing/high-margin categories.
Capital Foods has strong umbrella platform brands with a portfolio of unique products for in-home consumption in fast-growing categories. Ching’s Secret is a market leader in desi Chinese across its product categories – chutneys, blended masalas, sauces and soups. Smith & Jones is a fast-growing brand catering to in-home cooking of Italian and other western cuisines. Overall, Capital Foods has first or second positions in five large categories.
This acquisition will enable Tata Consumer Products to expand its product portfolio and further strengthen its pantry platform. There are significant synergy benefits with the existing businesses of Tata Consumer Products in areas spanning distribution, logistics, exports and overheads. The overall size of the categories in which Capital Foods operates in is estimated at Rs 21,400 crores. Structural growth drivers for the category include continued growth in income levels, evolving consumer preferences leading to increased salience of global cuisines in in-home cooking, and increasing need for convenience.
Tata Consumer Products MD & CEO Sunil D’Souza said, “We are excited to welcome Capital Foods into Tata Consumer Products. We believe this is a good strategic and financial fit. It will open up significant market opportunities in the fast-growing non-Indian cuisines segment, leveraging the sales and distribution platform that we have built. The strong brand recall of Ching’s Secret and Smith & Jones coupled with our operational strength across channels makes us extremely confident of driving topline growth and realising cost synergies. This transaction will accelerate momentum in our business and is margin accretive to our business.”
Capital Foods founder Ajay Gupta said, “Today is a historic day for Capital Foods. To be associated with the iconic Tata Group is a dream come true for me. Just the name, ‘Tata’, instils a sense of trust and pride in every Indian. Like Capital Foods, Tata is a home-grown brand that is globally recognised. Tata Consumer Products is a multi
conglomerate that spans the globe with quality food ingredients and products. In 28 years, from 3 bottles of sauces, to an entire ‘Desi Chinese’ cuisine block, Ching’s Secret has become a brand to be reckoned with. Smith & Jones covers another food block with tremendous potential. Together, Tata and Capital Foods can create a multi-national culinary brand that includes multiple food categories. The journey ahead is going to be a giant leap for us, full of endless possibilities and definitely exhilarating!”
Invus, the global advisor of Artal (a European evergreen family investor) MD Francis Cukierman said, “We are thrilled to have worked closely with Ajay Gupta and contributed to the journey of Capital Foods since 2013. Artal Asia, the Singapore subsidiary of Artal Group, has decided to continue for the compelling next chapter of growth of Capital Foods with Tata Consumer for the next few years.”
General Atlantic managing director and head-India Shantanu Rastogi said: “We have had a great partnership with Ajay Gupta in scaling Chings and Smith & Jones into the most adored brands in their categories. We wish Ajay and Tata Consumer Products the best in the next phase of development of Capital Foods.”
Kotak Investment Banking and Khaitan & Co have been TCPL’s exclusive financial and legal advisors on this transaction respectively.
Mumbai: As the radiant festivities of Durga Pujo envelop West Bengal in an aura of vibrancy, Tata Tea Gold, the beloved tea brand of the region, magnificently commemorates the spirit of the occasion with an innovative twist. In a first-of-its-kind collaboration, Laqshya Media brings to life an extraordinary dual-screen 3D Anamorphic Display at South City Mall, Kolkata, showcasing the quintessential handloom heritage of West Bengal through a captivating fusion of technology and tradition.
The awe-inspiring installation, on display from 14 to 21 October 2023, eloquently depicts the splendour of Durga Pujo through an intricate tapestry of Bengal’s five distinct handlooms. From the vivid conch blowing on the Jamdani-inspired packaging to the enchanting rhythms of the Dhaki depicted on the Kantha-inspired designs, the display seamlessly weaves a mesmerising tale of Bengali pride and festivity. Symbolising a tribute to the region’s rich cultural craftsmanship, this groundbreaking initiative by Tata Tea Gold and Laqshya Media Ltd promises to captivate the hearts of onlookers and tea enthusiasts alike.
Commenting about the successful 3D anamorphic outdoor installation, Tata Consumer Products president – packaged beverages (India and South Asia) Puneet Das said, “Durga Pujo is a cultural extravaganza transcending the boundaries of celebrations by amalgamating culture, traditions, artistry, and devotion of people. Handlooms are an integral part of festive celebrations, and with our Banglar Noksha Pujo campaign, we aim to pay tribute to the resplendent cultural craftsmanship of the region. By leveraging cutting-edge technology for contemporary storytelling, we endeavour to celebrate West Bengal’s acclaimed handlooms, creating resonance with our consumers. Further, our limited-edition festive packs persist in recounting the awe-inspiring handloom heritage of the state.”
Laqshya Media Group chief strategy officer Yuvrraj Agarwaal said, “Embracing Tata Consumer with gratitude, we embark on an extraordinary journey during the Durga Puja festivities, harmonising the elements of Tea, Tradition, and Technology to create an unparalleled experience. Durga Pujo, a grand cultural symphony, orchestrates a seamless fusion of culture, traditions, artistry, and devotion, with handlooms as a vital part. Through this campaign, we pay homage to the region’s rich cultural craftsmanship, weaving our story with consumers through the threads of never-seen-before technology.”
He added, “Our hearts brim with excitement as we unveil our role in illuminating West Bengal’s cultural vibrancy with our cutting-edge Dual-Screen 3D Anamorphic Display. As the pioneering execution of its kind in India by any brand, it stands as a testament to our relentless pursuit of industry-first innovations, underscoring our unwavering commitment to pushing the boundaries of creativity and technology. We are unwavering in our quest to make out-of-home experiences more captivating and immersive, and this project embodies that very philosophy.”
Laqshya Media Group company – Inventech CEO Sommnath Sengupta joyously reflects on the success of the Tata Banglar Noksha Pujo campaign, emphasising the triumph of the 3D Anamorphic Display from conceptualisation to installation. “With our successful 3D anamorphic outdoor installation and groundbreaking Dual-Screen 3D Anamorphic Display, we celebrate West Bengal’s cultural craftsmanship beyond the ordinary. Our commitment to pushing creative and technological boundaries is evident in every thread, creating immersive connections. We’ve woven an experience that transcends tradition, leaving an indelible mark on consumers’ hearts during the Durga Puja festivities,” he said.
