Tata Consumer Products Limited (TCPL) has announced that it will pass on the benefits of lower tea auction prices directly to consumers. The company’s president of packaged beverages (India and South Asia), Puneet Das, made the statement on Tuesday during the launch of Tata Tea Gold’s limited-edition festive packs for Durga Puja.
Das confirmed that the impact of this price adjustment will be visible in Q3 results, adding that TCPL remains committed to ensuring affordability while maintaining quality.
He further explained that TCPL’s packaged beverages are distributed through both general trade and e-commerce platforms, and the company is noticing interesting consumer trends.
“When prices come down, sales volumes grow. Generally, low-priced packs sell more, but this time, we also expect higher-priced packs to gain. A lot of premiumisation is happening in e-commerce,” Das noted.
This strategy aligns with TCPL’s focus on balancing affordability with premium offerings, particularly as consumer buying behavior shifts towards online shopping and premium tea categories.
With festive demand expected to boost sales, the company hopes the price benefits and festive packaging will attract both value-conscious and premium customers in the upcoming season.
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