Tata Consumer Products has strengthened its premium tea portfolio with the introduction of Tata Tea Kanan Devan Gold, a new Assam Dust Tea developed for consumers seeking a richer taste, stronger flavour and improved aroma in their everyday cup of tea.
The new offering is made from selected Assam tea leaves and has been crafted to deliver a distinctive combination of strength, aroma and a golden colour. With this introduction, the company aims to offer an upgraded tea-drinking experience while retaining the familiar characteristics associated with the Kanan Devan brand.
The product’s packaging reflects its Assam origins, featuring green tea estates and plantation landscapes that highlight the freshness and natural character of the tea. The company has positioned the new variant as a premium addition to its existing range.
Commenting on the introduction, Sharat Verma, President – Packaged Beverages and Organic India, Tata Consumer Products, said Kanan Devan has been associated with tea-drinking occasions in Karnataka for several years. The Gold variant builds upon this familiarity by offering consumers a more premium and indulgent experience without moving away from their everyday tea preferences.
To support the product, the company has introduced a new advertising campaign titled Wake Up to the Taste of Your Dreams. The campaign features a young woman exploring a picturesque tea plantation in a dream before waking up to the aroma of freshly prepared tea at home. It highlights the product’s richer taste and the pleasure of enjoying an everyday beverage.
Tata Tea Kanan Devan Gold is being introduced across Karnataka in 100 g and 250 g packs, priced at Rs 60 and Rs 150, respectively. The product will initially be distributed through general trade outlets, with plans to subsequently expand its availability through modern retail stores and e-commerce platforms.
Kanan Devan is among Tata Tea’s established regional brands, particularly in Karnataka and Kerala, where strong tea varieties enjoy a loyal consumer base. The latest introduction adds another premium option to the company’s existing portfolio.
The launch also reflects Tata Consumer Products’ continuing focus on premiumisation and product differentiation in India’s packaged tea market. By combining familiar regional preferences with upgraded blends, distinctive packaging and targeted marketing, the company is seeking to strengthen its presence in the premium tea segment and attract consumers looking for greater variety in their daily tea consumption.