rand consolidation seems to be the flavour of the season. What HLL did with Bru, Tata Tea has done with Agni, an economy segment tea brand. Agni, which was launched in 1998, has been brought under the Tata Tea umbrella to help the brand make a serious foray into the economy segment (Rs 120-145 per kg). It has been rebranded Tata Tea Agni. The new Agni has 90 per cent of CTC (crush tear curl) leaves mixed with 10 per cent long leaf.

"Economy segment consumers who aspire to Tata Tea will now get an extra strong blend at favourable price points of Rs 5, Rs 10 , Rs 30 and Rs 35," says Percy Siganporia, managing director, Tata Tea. Agni was earlier available in Rs 5, Rs 10 and Rs 35 packs. While the old tagline for Agni was "josh se bhari, daam mein khari", the new tagline reads "das ka chakkar chalao, 100 per cent josh jagao".... more