Tata Tea works to retain top position in UP

Tata Global Beverages Limited (TGBL), the owner of flagship Tata Tea Premium brand, is looking to retain its leadership position in Uttar Pradesh. “The brand is the largest tea brand in UP with a market share of about 17 per cent and we target to consolidate our position further,” TGBL Vice-President (marketing) Sushant Dash said on Friday. He said the brand contributed highest revenue to the company’s turnover. “UP will continue to be the key focus area for the brand. In fact, most of our brand research and development work happens in UP because of the important market it has,” he said. Dash said the last two years had been difficult for the tea industry caused by tea prices going up in auctions and general drop in consumption due to high inflation.