A new corporate brand positioning for Tata Consumer Products

MUMBAI, February 13, 2020—Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. It was formed after a de-merger of the consumer businesses Tata Chemicals Limited and Tata Global Beverages Limited. The formation of Tata Consumer Products Limited marks a new strategic direction, an accelerated expansion into India’s fast-moving consumer goods (FMCG) market, while maintaining a leading and strategic presence in the international beverages market.

To mark this landmark decision, Tata Consumer Products partnered with Landor to brand a company that is future-forward and keeps people, planet and profit at the helm.

The complementary attributes of both consumer products companies and the Tata brand gave Tata Consumer Products a strong head start into creating a unified proposition that was carefully crafted by Landor. Unleashing the power of the brand by empowering consumers who are striving to do more every day, Landor designed the strategically sound positioning “For Better,” which was translated into a distinct look and feel system that incorporates a blue and green wave.

For more information:

Ronita Mukerjee
ronita.mukerjee@landor.com
+91-961-981-6880

About Landor

In a world of constant transformation, brand is the fuel for innovation and growth. Landor stands for brand. We live it. We breathe it. We build it. We drive it. So our clients can make the most of every opportunity: cultural transformation, differentiated customer experience and tech-enabled innovation.

Founded by Walter Landor in 1941, we have been using insights and imagination to help our clients grow for over 76 years. We work with a broad range of world-famous brands including Barclays, Bayer, BP, Diageo, FedEx, Google, Huawei, JPMorgan Chase, Kellogg’s, Kraft Heinz, Procter & Gamble, Squarespace and Tata Group.

Landor is part of WPP, a creative transformation company.

About Tata Consumer Products Limited

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. It was formed after a de-merger of the consumer products business of Tata Chemicals Limited into Tata Global Beverages Limited, under a scheme of arrangement which was sanctioned by the tribunal in January 2020; the scheme became operational on 7 February 2020. The company’s portfolio of products includes tea, coffee, water, salt, pulses, spices and ready-to-eat offerings. Tata Consumer Products is the second largest branded tea company in the world; over 300 million servings of its beverage brands are consumed every day across the globe. Its key brands include Tata Tea, Tetley, Eight O’Clock Coffee, Tata Coffee Grand and Himalayan Natural Mineral Water. Its foods portfolio includes brands such as Tata Salt and Tata Sampann. In India, Tata Consumer Products has a reach of over 200 million households, giving it an unparalleled ability to leverage the Tata brand in consumer products. The company has an annual turnover of ~Rs. 10,000 cr and employs 2,200+ people in its branded business workforce. For more information, please visit www.tataconsumer.com