*Growth Businesses refer to Tata Sampann, NourishCo, Tata Soulfull and Tata SmartFoodz.
Health and wellness, as a key trend, gained traction globally. In response to evolving consumer needs, we diversified into value-added products within existing categories to give our consumers healthier options. We ventured into premium categories, such as dry fruits, introducing salted and roasted nuts and seed mixes, along with a range extension into walnuts.
In the fast-growing vermicelli category, Tata Sampann became the first national player to introduce millet vermicelli, including roasted and unroasted varieties. We also entered the northern market with raw Daliya, meeting consumer demand for traditional and nutritious meal options.
Understanding regional nuances and preferences, we introduced products, such as Indori Poha for Central India, ensuring a sensorially resonant cooking and consumption experience.
Expanding our spices range, we introduced a high-value product, Asafoetida Powder (Hing). Regional campaigns focused on consumer testimonials were also employed to enhance brand visibility and encourage the adoption for Tata Sampann Spices.
Foraying into high-value categories, we introduced Saffron, addressing the trust deficit prevalent in this category. A1 grade cooking soda was also launched, setting a new standard for quality assurance in a fragmented market.
Amid these new launches, consistent digital campaigns played a pivotal role in ensuring that the brand continued to resonate with and recruit new consumers. As Tata Sampann explored new opportunities, it remained dedicated to providing high-quality, wholesome, and convenient products that redefined the landscape of everyday staples.
The brand ran a bold campaign,
“Aap Prem Se Khaiye, Duniya Rukegi,”
reinforcing its commitment to delivering an unmatched taste experience in this fast-paced and convenience-driven category.
We incorporated premium offerings in our portfolio, meeting the growing demand for high-quality, indulgent products and enhancing our positioning in the premium segment.
Venturing into the ready-to-drink cold brew coffee category, we launched Tata Coffee Gold - Cold Brew. This premium offering, steeped for more than 12 hours to extract maximum flavour, redefines the on-the-go coffee experience with a unique blend of cold brew in three enticing variants: Classic, Hazelnut and Mocha. We have also strengthened the portfolio with the rollout of cans for our premium channels.
Embracing the trend of premiumisation, we launched premium Grade 1 Kashmiri Saffron, strengthening Himalayan’s positioning as a provenance brand. Each pack is equipped with a QR code, providing consumers access to origin and quality certificates, coupled with an immersive AI-powered Himalayan experience.
Our new launches strived to fill the need gap for an affordable, energy boost by addressing the demand with convenient, relevant and invigorating on-the-go beverages.
We ventured into the dynamic, fast-growing energy drinks category with the introduction of our Say Never! energy drink. Crafted with the consumer in mind, this affordable caffeine-based beverage comes packed with essential vitamins, offering an invigorating experience in two exciting variants: Red and Blue.
We launched a sports drink under the Tata Gluco+ brand with an impactful marketing campaign.
In a strategic collaboration with the Argentina Football Association, Tata Gluco+ became the regional sponsor for the World Champions, Team Argentina. This partnership birthed the co-branded Tata Gluco+ Sports Drink, a refreshing isotonic beverage designed to energise athletes and sports enthusiasts alike.
Our water portfolio has distinctive offerings with unique value propositions. Himalayan is our premium natural mineral water brand, bottled at source. Tata Copper+ has the traditional goodness of copper while retaining the taste of regular water.
To strengthen the natural mineral water portfolio, we introduced two SKUs in North India. The premise of the brand was mineral water bottled at regional natural sources, to offer pristine packaged water with natural minerals intact, that is competitively priced.
As a leading brand in the millets space, Tata Soulfull is dedicated to bringing ‘Desh ke Millets’, like Ragi, Jowar and Bajra, in modern formats to every Indian household through its wide range of products like, Millet Muesli, Ragi Bites breakfast cereals and Masala Oats+. The United Nations declared 2023 as the ‘International Year of Millets’, which presented an opportunity to increase consumer awareness around millets and make them available to consumers in formats that are convenient and affordable. Tata Soulfull is dedicated to creating innovative millet- based products that align with modern consumer lifestyles. We recently opened a new factory in Indore to increase capacity and reduce distance to market.
In its 75th session, the United Nations officially recognised 2023 as the International Year of Millets (IYM). Millet, a climate-resilient crop, aligns with the UN Sustainable Development Goals and is identified as a smart food due to its high nutritional content.
Recognising the nutritional value of millets, the Government of India categorised millets as Nutri- cereals in 2018. Millets are also strategically integrated into the National Food Security Mission (NFSM) to
offer essential nutritional support. As the world’s largest millet producer, India assumes a crucial role in promoting millets.
We launched an array of new products this year, offering accessible and nutritious options tailored to various consumer segments and price points.
The Desh ke Millets campaign is in line with the brand’s commitment to reintroduce traditional Indian millets, like Ragi, Jowar and Bajra, in modern wholesome formats at affordable price points. It features products, like Millet Muesli, Ragi Bites, and Masala Oats+, at ₹5/₹10/₹15 price points therefore democratising millets.
Tata Soulfull Ragi Bites No Maida Choco Campaign
- No Junk All Crunch
Tata Soulfull Ragi Bites Choco Sticks -
No Junk, Chocolatey Crunch
Tata Soulfull Masala Oats+ -
Non-Sticky Mast, Taste Zabardast
Tata Soulfull Millet Muesli - Better Crunch, Wholesome Munch
We ventured into Tier 2 cities, tailoring our food menu to feature regional delicacies, like Pindi Chole Pocket, Bhopali Chicken Korma Wrap, Pepper Chicken Wrap, and Kosha Mangsho Wrap, offering a contemporary twist on local flavours.
Highlighting our commitment to coffee innovation, we launched the exclusive “Starbucks ReserveTM Knob Creek® Whiskey Barrel-Aged Guatemala Cold Brew” at the Starbucks Fort Reserve store, a first-of-its-kind offering in India that quickly sold out.
Following a successful pilot last year, we expanded our beverage offerings to include locally-familiar beverages, such as Elaichi Chai, Masala Chai, Filter Coffee, and milkshakes, catering especially to younger consumers.
Additionally, we introduced the Starbucks Refreshers to the Indian market, a globally popular, fun lifestyle beverage enriched with green coffee extract, appealing to the Gen Z demographic at the start of summer.
To drive familiarity among consumer segments, create more occasions for consumer visits, and expand our consideration set among different customer types, we collaborated with Netflix Archies and Manish Malhotra.
We collaborated with Netflix’s Archies in November to resonate more deeply with millennials and Gen Z by celebrating friendship and togetherness. This collaboration was brought to life through a dynamic campaign featuring ‘The Archies’ film cast and themed special edition beverages, supported by a comprehensive 360-degree promotion including photo booths, influencer partnerships, and extensive trade and digital marketing.
Starbucks and renowned designer Manish Malhotra launched an exclusive line of lifestyle drinkware in India. This limited edition collection, inspired by intricate Kashmiri motifs, blends coffee culture with art, fashion, and traditional craftsmanship. The range, including stoneware ceramic mugs, stainless steel tumblers and eco-friendly cups, brings a touch of elegance to the coffee experience, creating a unique fusion of global aesthetics and local heritage.
Our commitment to fostering an inclusive workplace received external recognition. We were named one of ‘India’s Best Workplaces for Women’ by the Great Place to Work Institute. In collaboration with The Starbucks Foundation, we are also empowering young women by providing vocational skills training in the F&B retail industry. This initiative was aimed at training 2,000 women by 2024, by offering on-the-job learning opportunities in our stores across Bengaluru, Chennai, Delhi, Hyderabad, and Mumbai.
