Tata Consumer Products announced the launch of Tata Tea Chakra Gold Select in Tamil Nadu, introducing a new blend created around the way consumers in the state like their everyday cup of tea.

For decades, Tata Tea Chakra Gold has built a strong relationship with consumers in Tamil Nadu by staying close to local tastes and preferences.

Tata Tea Chakra Gold Select takes this understanding forward, bringing together rich colour, inviting aroma, and satisfying taste at an attractive introductory price of Rs.70/- for a 100g pack.

The launch also challenges a familiar consumer perception that a better tea experience could come at a higher price. With Tata Tea Chakra Gold Select, the brand aims to make a great everyday cup more accessible, giving consumers a strong reason.

The proposition is brought alive through the campaign line, “Niram-um Manam-um bright, Vilayum romba right”, capturing the product promise in a simple, memorable, and distinctly Tamil expression.

The campaign celebrates the rich colour and inviting aroma of the tea, while reinforcing its attractive price proposition.

Speaking on the launch, Sharat Verma, President – Packaged Beverages & Organic India, Tata Consumer Products, said: “Tata Tea Chakra Gold has grown in Tamil Nadu by staying close to the way people here like their tea.

With Tata Tea Chakra Gold Select, we are taking that understanding forward — bringing together rich colour, inviting aroma and a satisfying taste at a price that makes a great everyday cup accessible to many more households.

Our ambition is to keep strengthening Tata Tea Chakra Gold’s place in the daily lives of Tamil Nadu consumers and give both existing and new consumers a compelling reason to try and choose the great taste of Tata Tea Chakra Gold Select.”

He added, “For us, ‘Tea for Tamilians’ is more than a proposition. It reflects our commitment to understanding local tastes and creating teas around them. Tata Tea Chakra Gold Select is another expression of that commitment – a tea crafted around Tamil Nadu’s taste, not simply sold in Tamil Nadu.”

Tata Tea Chakra Gold Select will be available across Tamil Nadu through general trade and other key retail channels.