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Tag: Tata Water Plus

  • Tata Global Beverages looks at wellness segment

    Tata Global Beverages looks at wellness segment

    KOLKATA: Tata Global Beverages (formerly called Tata Tea) is mulling to explore options of entering into the wellness segment by launching tea for diabetes and cardiac patients. The company with this aims at improving its business.

     

    That apart the beverage company is planning to expand its water portfolio to 10 per cent of its turnover by launching ‘Tata Gluco Plus’ and ‘Tata Water Plus’ stage-by-stage across the country.

     

    “We are actually looking at functional teas as an area of future growth. I think this is a very interesting subject going into the future,” said Tata Global Beverages chairman Cyrus Mistry.

     

    A functional beverage is a non-alcoholic drink and consists of ingredients such as herbs, vitamins, minerals, amino acids or additional raw fruits.

     

    “A number of categories in tea and coffee are still unexplored and the geographic reach continues to give us opportunities,” he said.

     

    He said the philosophy of the company is to invest in new categories and geographies.

     

    On tea price, he said, “Tea prices are volatile, but we are making all emphasis on innovation and improvement in procurement process to minimise the impact of rising tea prices in the future.”

     

    According to Mistry, the water division currently accounts for just one per cent of the company’s turnover. During the last financial year consolidated total revenue of the company stood at Rs 7,819 crore, higher by five per cent as compared to the previous fiscal.

     

    TGBL will continue to invest in NourishCo Beverages, a joint venture with PepsiCo India Holdings, despite it not being profitable in the short-term. “But we see revenue growth from this business significantly,” he emphasised. 

     

    The company is also looking at capacity expansion for its premium water brand Himalayan. “We have to invest significantly in building the brands in India and globally,” he said.

     

    Tata Water Plus, a fortified water product was also bought by the Tatas after it signed a 50:50 JV with PepsiCo in the year 2010.

     

    Tata Global has already shifted its headquarters to Mumbai from Kolkata.

  • NourishCo’s Tata Water Plus tells people to drink health

    NourishCo’s Tata Water Plus tells people to drink health

    MUMBAI: NourishCo, a 50:50 joint venture between Tata and PepsiCo, is promoting healthier lifestyle to its consumers with the launch of bottled-water Tata Water Plus in Andhra Pradesh and Tamil Nadu.

    The campaign Ab Pyaas Bhujao Health se is a TVC supported by a host of marketing initiatives enunciating the promise of Tata Water Plus. The creative agency on board for the TVC was Taproot-Dentsu Marcom and the media planning for the campaign has been done by Mindshare

    To promote the product, the brand has launched an on-ground initiative in the two cities. A special health zone has been created at Inorbit Mall in Hyderabad and City Centre in Chennai. The mall activation focuses on highlighting the need for a healthy drinking water. Other mediums of promotion used are outdoor, radio and print medium.

    NourishCo VP and head-marketing and innovation Arvind Shukla said, “Tata Water Plus is more than just drinking water. It is enhanced with the goodness of copper and zinc. We thought positioning the product as a ‘drink health‘ works better for the brand. Reiterating the thought, our campaign ‘Ab Pyaas Bhujao health Se‘ is a great proposition for consumers and educates them about the opportunity that thirst offers to enhance health. Through an exciting TVC and robust outdoor, radio, on-ground and online initiatives, we hope to engage consumers and educate them about the health benefits that Tata Water Plus offers.”

    Taproot-Dentsu Marcom executive creative director Agnello Dias said, “The creative route that we have taken for Tata Water Plus is very simple – Don‘t waste your thirst! Treat it as an opportunity to get healthy. Personification of Mr Thirst makes people think before drinking water and subtly educates them about the benefits of nutrients like copper and zinc. It is a unique concept and clearly communicates the thought of the campaign; Ab Pyaas bhujao Health se. We are positive that the consumers in Andhra Pradesh and Tamil Nadu will enjoy the campaign.”

  • Tata Water Plus is Aircel Chennai Open 2013 Official Hydration Partner

    MUMBAI: Tata Water Plus, nutrient fortified packaged drinking water, has signed up with the 18th edition of the Aircel Chennai Open as its Official Hydration Partner.

    This will be the first year of partnership for Tata Water Plus. The deal kick starts this December, when Tata Water Plus will provide the hydration for the mega-event, which is scheduled to take place from 31 December to 6 January.

    Tata Water Plus will fulfill the hydration requirements of the people during the event schedule at SDAT Tennis Stadium.

    Tata Water Plus vice president and head marketing and innovations- NourishCo Beverages Arvind Shukla said, “It is a pleasure to associate with the Aircel Chennai Open 2013, India‘s only ATP World Tour championship. This will be our first year as the Official Hydration Partner. We believe adequate hydration and quality nutrition are important aspects of athletic endeavours like professional tennis and other sports which require stamina and strength. We can offer just that with Tata Water Plus as it is nutritionally rich and goes beyond quenching thirst to promoting everyday good health. We are looking forward to a great and longstanding association.”

    IMG Reliance COO Ashu Jindal said, “We are pleased that Tata Water Plus has chosen Aircel Chennai Open to represent their brand in its most high profile partnership. We are excited to partner with Tata Water Plus to build a new and innovative model for sponsorships.”